Summary:
- New technology enthusiasts
- 88% access the internet daily
- Embracing new services on internet
- More likely to be researching/buying cars online
Researched/Bought Online:
| Films/DVDs |
55% |
| Cars |
53% |
| Music (CDs/ music downloads) |
51% |
| Mobile phones |
47% |
| Consumer electronics |
38% |
| Tickets for events |
35% |
| Computer/Video games |
34% |
| Sports & outdoors |
25% |
| Property |
21% |
| Jewellery & Watches |
18% |
| Online Mags/newspaper subscription |
13% |
|
New Technology Ownership:
|
Home cinema system
|
38% |
| PVR (e.g. Sky+) |
29% |
|
Internet-enabled mobile phone
|
64% |
|
Plasma/LCD TV
|
48% |
|
Portable DVD player
|
32% |
|
Media Center PC
|
45% |
|
MP3 player
|
68% |
|
|
|
|
|
|
|
|
|
|
|
|
Online Activity in Last Month:
|
Shared video content by peer to peer networks
|
15% |
|
Uploaded videos created to the web
|
15% |
|
Downloaded films online
|
23% |
|
Listened to podcasts
|
15% |
|
Downloaded music online
|
54% |
|
Played games on console
|
38% |
|
Played games on a PC
|
51% |
|
Used social networking sites
|
37% |
|
|
Summary:
- 85% access MSN at least once a week
- Two thirds have MSN as their homepage
- Regularly using other MSN services
“I log into MSN Hotmail first thing in the morning… I have to keep an eye on my Hotmail account throughout the day…”
Frequency of MSN Homepage Usage:
|
Daily
|
62% |
|
Weekly
|
23% |
|
Less often
|
15% |
MSN UK Homepage: 64% have MSN UK as their homepage
Windows Live Hotmail Module: 62% use daily (85% at least once a week)
Windows Live Messenger Module: 38% use daily (56% at least once a week)
Live Search: 17% use daily (45% at least once a week)
Summary 1:
- Driving hatchback with Audi and BMW popular
- 53% researching/buying cars online
- Car reviews most interested in viewing online
Type of Car Driven Most Often:
| Hatchback |
37% |
|
Saloon
|
20% |
|
Sports car
|
13% |
|
Make of Car Driven Most Often:
|
Audi
|
38% |
| BMW |
29% |
|
Mercedes-Benz
|
64% |
|
Car Info Interested in Viewing Online:
|
Car reviews
|
72% |
|
Car news and features
|
64% |
|
Road tests
|
60% |
|
Images of cars
|
56% |
|
Make/Model comparisons
|
55% |
|
Used car guides/listings
|
45% |
|
Motor Show coverage
|
33% |
|
Videos of cars
|
31% |
| Advice & info |
28% |
| User Reviews |
27% |
| Moterbike news and road tests |
18% |
| Journey planning |
12% |
| Green' motoring |
12% |
| Car finance/insurance |
10% |
| Dealership locations |
8% |
|
|
Summary 2:
- Nearly two thirds visiting cars/motoring websites weekly
- Trust online consumer/journalist reviews more than dealerships
- Internet usage predominantly in the evenings to follow up on passions, feed own thirst for knowledge and as a talking point amongst peer groups
“Sometimes I tend to forget that I am looking for a diesel estate and check out the new Porsche 911 Turbo… but hey, it’s a bit of fun!”
|
Visiting Cars/Motoring Websites:
| Daily |
21% |
|
Weekly
|
45% |
|
Less often
|
34% |
|
|
- 36% plan to buy a used car in next 6 months
- 21% plan to buy a brand new car in next 6 months
Trust When Making Decisions About Cars:
|
Reviews/opinions in consumer guides such as 'Which'
|
66% |
|
Advice from friends and family
|
58% |
|
Online reviews/opinions written by other customers
|
54% |
|
Reviews/opinions from journalists in newspapers/magazines
|
50% |
| Online reviews/opinions written by journalists |
48% |
|
Promotional material/broshures from auto companies
|
18% |
|
Recommendation/advice from car dealerships
|
13% |
|
|
Summary:
- Repeat visits high – 70% have visited the channel within the last week
- Usage peaks in the evening
- Car reviews popular
- Good reference point to regularly check motoring news and reviews even if not in the market for a new car
- MSN Cars seen as a useful resource for overall motoring information and advice e.g. road tests and Top Ten Tom Toms
“It is my main point of call to start anything car related”
MSN Homepage Usage Across the Day:
|
Last Visit to MSN Cars :
| Earlier today |
18% |
|
In past 7 days
|
52% |
|
In past month
|
18% |
| Longer ago |
12% |
|
|
|
Top 5 Areas Viewed on MSN Cars :
|
Car reviews
|
80% |
| Car news & features |
70% |
| Road tests |
68% |
| Images of cars |
67% |
|
Make / model comparisons
|
59% |
|
Summary:
- Using site interactively
- Most popular activity reading user reviews
- Influencing buying decision when buying used or new cars
“MSN usually provides everything you need on motoring advice!”
“I feel comfortable getting information from it”
|
Info on MSN Cars Influenced Decision:
| Used car |
37% |
|
New car
|
21% |
|
Car insurance
|
12% |
| Car financing |
3% |
|
|
|
|
|
|
|
|
|
Interactivity on MSN Cars:
|
Read user reviews
|
31% |
| Read message boards |
22% |
| Rated an article |
17% |
| Read a blog |
15% |
| Emailed article to someone |
12% |
| Commented on an article |
7% |
|
Shared an article via messenger
|
6% |
| Posted to message board |
5% |
|
 |
|
|
