Drivers of new vehicles in the United States spend an average of 11 hours a day watching TV or streaming video content, listening to radio programming, or browsing the Internet, according to the just published J.D. Power 2016 U.S. Automotive Media and Marketing ReportSM—Summer. The report finds that in many cases, these consumers engage in more than one of these activities simultaneously. Conceivably, this combination of activities could influence their decision when buying or leasing a vehicle.
The report provides a comprehensive view of the factors that influence consumers’ new-vehicle purchases, as well as attitudinal, lifestyle, recreational, and media consumption behaviors. It finds that virtually all new-vehicle drivers spend a great deal of time each day reading, watching, and listening. Those of Gen Y (born 1977-1994) spend an average of 13 hours per day engaged with those media. Consumers in Gen X (1965-1976) average 12 hours. Boomers (1946-1964) and Pre-Boomers (born prior to 1946) average 11 and 10 hours of engagement, respectively.
Click here to view the full report.
SOURCE: JD Power
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