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Extrovert technophiles with high career expectations:
• 65% like to buy the latest technology
• 56% consider themselves knowledgeable about the internet
• 59% want to get to the top of their career
• 38% like to stand out in a crowd
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Time poor risk takers who live life to the max:
• 63% believe there are not enough hours in the day to do everything
• 54% often do things on the spur of the moment
• 51% like taking risks
• 26% would prefer to go out than have a quiet night in
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Sports and games enthusiasts:
• 59% enjoy anything to do with cars / motorcycles
• 49% play games on PCs and / or games consoles
• 36% enjoy watching / reading about sport
• 31% intend to spend £500+ on consumer electronics in next 6 months
• 24% play/participate in sport
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Summary:
- Internet crucial for info on cars
- High weekly consumption of internet & TV
- Broadsheet and car magazine readers
- Greater interest in programmes as opposed to TV channels e.g. Top Gear, Heroes.
- Reads The Times and ‘checks out’ The Sun a few times per week.
Primary Media Source for Car Info:
| Internet |
66% |
| Magazines |
18% |
| TV |
7% |
|
Newspapers
|
4% |
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Top 5 Mags Read for Car Info:
|
Top Gear Magazine
|
36% |
|
Auto Trader
|
33% |
|
Auto Express
|
22% |
|
What Car?
|
20% |
|
Autocar
|
14% |
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Newspaper Readership:
| The Times |
13% |
| The Guardian |
7% |
| The Financial Times |
3% |
|
Sunday Telegraph
|
18% |
|
Independent on Sunday
|
14% |
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Weekly Media Consumption:
| Internet |
99% |
| TV |
95% |
| Local Newspaper |
61% |
| National Newspaper |
57% |
| Specialist magazine |
46% |
| Local commercial radio |
43% |
| National commercial radio |
42% |
| General interest magazine |
26% |
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