American new-car owners are still with traditional media, but what they are doing is getting to TV, radio, magazines, and newspapers through alternative digital channels, per the new J.D. Power 2014 U.S. Automotive Media and Marketing Report.
The report -- which J.D.P has been doing for the past 27 years, well before Facebook -- is a little different this year, as it now includes digital media consumption habits, including using search engines, social media sites and music/video sites, per the research giant. The study is based on a nationwide survey of 31,200 principal drivers of recently purchased or leased new vehicles.
Arianne Walker, senior director, automotive media and marketing at J.D. Power, says the best way to look at the Internet is as an additional medium for consuming traditional content, "and that means automakers have more options for traditional outlets in order to reach consumers across all modes of content."
J.D. Power found that while 93% of new-vehicle drivers still use a computer for Internet access, 57% use mobile phones and 45% use tablets.
Also, 41% have read magazine content online in the past six months; over half have read newspaper content, and a third have watched TV online.
Thirty-six percent of new-vehicle drivers have read a newspaper through an app and 29% have watched a TV show on an app in the past six months. Nearly-two thirds visit a social networking media site in a given month, with over half using Facebook, with about 20% 65 years or older.
The study finds that nearly half (47%) of new-vehicle drivers have viewed digital place-based media that show customized
programming and advertising outside their home in a given month, with restaurants/bars (27%), retail stores (21%) and shopping malls (19%), the leading sites.
"Car Dealership" photo from Shutterstock.