- June 14, 2017

Automotive Insights

Allison Ellman
Senior Analyst
Rebecca Brown
Senior Manager, Syndicated Client Insights

Each month Comscore creates a Data Insight presentation on a different topic in digital. In this May 2017 edition, the topic is the automotive category.

Key Takeaways

  • The internet has flipped the purchase funnel for car buyers, and mobile has changed that further by making information accessible on the go
  • Automotive sites are consumed on both desktop and mobile, yet users tend to visit solely from one platform in the month
  • Heavy automotive site users are generally male, affluent and heavy consumers of retail, news and business sites
  • Very likely car buyers looking to buy a new car are mostly interested in SUVs, Vans and Hybrids, and they do their research across both manufacturer and resource sites
  • TV is still the dominant medium for auto manufacturer advertising, despite very likely car buyers being reachable and connected through a multitude of screens
  • Very likely car buyers are connected to their social network, health conscious and cultured in movies, music and art

    Media Ratings

    Understand audiences and their media consumption across TV, digital, and cross-platform.
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