Motors
It’s a misconception that our readers spend minimal time behind the wheel.Whilst a car is not generally a requirement for travelling to and from work, our readers still accrue the same mileage and driving hours as all other quality newspaper readers.
- Our readers are actively in the market for a new car and are prepared to spend more money than anyone else in the UK on this purchase
- For Londoners and Evening Standard readers a car is a luxury purchase rather than a necessity which has an impact on attitudes and the decision making process
- They are knowledgeable about the motoring industry and are embracers of new and hybrid technologies
- Our readers spend as much time in their cars each week as all other quality newspaper readers and they do 5% more miles each year than the UK AB average
- They have an average of 1 car per household which is the same as the UK AB average despite the luxury rather than necessity status of cars for our readers
- Shopping is the primary use at 65% with commuting at 42%
- 29% are looking to buy a car in the next 12 months
- 92% are main or joint decision makers when buying a car
- Our readers spend more when buying a car than any other UK quality newspaper reader and are more likely to spend £30,000+ than anyone else in the UK
- ES readers’ spend on new cars will increase by 26% over the next 2 years
- 66% are interested in reading about motors in newspapers and are more likely to visit motoring specific websites than any other UK quality newspaper reader
- 70% are worried about pollution caused by cars and 68% are interested in hybrid technology. More than 50% already employ fuel saving strategies
Source: London Voice Motors 2, TGI 2008 Q2
