Think Digital-First to Reach Auto Intenders
5.5 Million or 18% of Canadian adults say they’re in the market for a new vehicle within the next 12 months, with over half interested in buying an electric or hybrid vehicle – a 6% jump from Spring 2022.
As a result, automotive brand websites like ford.ca/.com or tesla.com, saw nearly 3x the visits from auto intenders in an average month compared to a year ago, with honda.ca, ford.ca/.com and toyata.ca being the top-3 brand websites visited.
Canadians under 35 are the most likely to show interest in buying a vehicle over the next year (45% more likely than the average Canadian 18+), and especially in their intent to buy an electric or hybrid (64% more likely).
Auto brand websites appealing to this younger, more innovation-driven audience are hyundaicanada.com, with nearly 2 in 3 (64%) of its monthly auto-intender visitors being under 35, followed by gm.com/gmccanada.ca (1 in 2, 50%), and tesla.com (2 in 5, 40%).
Reaching young auto intenders should include a digital-first strategy, with Streaming Video, Social Media, and Search being the top places they notice ads in an average day.
Getting down to the property level, social channels like Facebook (85%), Instagram (57%) and Twitter (42%) reach the most auto intenders under 35 in an average month, while search properties like Google (93%), Bing (45%) and Yahoo (33%) do the same.