Canadian Automotive Research
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This document discusses how automotive brands can reach in-market vehicle buyers on LinkedIn in Canada. It finds that LinkedIn users in Canada have higher incomes than average auto enthusiasts and are more likely to be immediate vehicle buyers. Over half of LinkedIn users in Canada visit automotive sites, and 1 in 4 automotive site visitors are LinkedIn users. The document also summarizes a survey that finds many LinkedIn members in Canada own vehicles and plan to purchase a new one within a year, with over a third considering a hybrid. Members say experts, peers and automotive brands would influence their purchase decision and that brands could positively impact perception by sharing new vehicle, technology and industry information on LinkedIn.
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Canadian Automotive Research
- 1. Driving success for auto brands Reaching in-market vehicle buyers on LinkedIn Canada
- 2. Global automotive footprint NAMER & LATAM EMEA APAC
- 3. Reach a premium audience in a meaningful context
- 4. Canadian Auto Enthusiasts are affluent, and LinkedIn users are more so… Auto Enthusiasts LinkedIn Canada $72K $78K Median HHI Median HHI Auto Enthusiasts defined as Unique Visitors in the last month to any Auto manufacturer / Auto resource site included in the Automotive Top Line category as defined by comScore | Source: Aug 2013 Canada. Demographic profile-ComScore
- 5. More than half of LinkedIn users visit an auto site Cross visitation among automotive sites and other key social networks 53% 51% 47% *Automotive Sites = Any Auto manufacturer / Auto resource site included in the Automotive Top Line category as defined by comScore | Source: Aug 2013 Canada. Crossvisitation-ComScore
- 6. 1 in 4 visitors to auto sites is a LinkedIn user Cross visitation among automotive sites and various news/business sites 25% 13% 10% 9% 6% 6% 4% thestar.com NATIONAL POST *Automotive Sites = Any Auto manufacturer / Auto resource site included in the Automotive Top Line category as defined by comScore | Source: Aug 2013 Canada. Crossvisitation-ComScore
- 7. LinkedIn reaches a unique audience 78% 4.3M UMV 73% 5.8M 1.4M UMV 1.7M of LinkedIn users do not visit Google+ of LinkedIn users do not visit Twitter 6.3M 5.1M Unique monthly visitors .8M 19% of LinkedIn users do not visit Facebook 21M 3.1M UMV UMV Source: Aug 2013 Canada. Audience Duplication-ComScore 87% of LinkedIn users do not visit Pinterest
- 8. 39% of Canadians are planning to buy a car sometime in NEXT TWO YEARS… % 39YEARS NEXT 2 RBC Auto Poll conducted by Ipsos Reid, March 2013
- 9. While LinkedIn users are more immediate buyers: planning a new vehicle buy within the NEXT 12 mths. 34% NEXT 12 MTHS. LinkedIn survey. CA 2013.
- 10. Understanding the auto buyer’s mindset on LinkedIn 2013 LinkedIn member research
- 11. Key findings 9 in 10 LinkedIn members in Canada own at least one vehicle LinkedIn survey. Canada 2013. MORE THAN 1 in 3 Plan to purchase a new vehicle in the next year 2 in 5 IN-MARKET MEMBERS Say their perception of an auto brand would be positively impacted if it shared compelling content on LinkedIn
- 12. Methodology Online survey Representative sample fielded from June 13 – 21, 2013 of 1,005 LinkedIn members in Canada
- 13. Auto ownership
- 14. LinkedIn members have significant automotive buying power 9 in10 1 in 2 1 in 6 own at least one vehicle own two or more vehicles own three or more vehicles LinkedIn survey. Canada 2013. Base: LinkedIn members in the Canada
- 15. LinkedIn members in Canada are most likely to own sedans, coupes, or SUVs in their household % of LI members in the Canada who own each vehicle type 39% 32% 20% Compact sedan/coupe LinkedIn survey. Canada 2013. Full-size sedan/coupe Full-size sport utility 19% Compact sport utility
- 16. Vehicles play a large role in the professional commute Top 4 purposes CA LinkedIn members use their primary vehicle for 1 2 3 4 81% 75% 66% 54% Running errands Commuting to/from work Long-distance travel Recreational driving LinkedIn survey. Canada 2013. Base: LinkedIn members in Canada who own at least 1 vehicle
- 17. One in four LinkedIn members in Canada owns a luxury vehicle, while four percent own a hybrid Among all LinkedIn members in Canada % 26 % 4 % <1 Own a Own a Own a Luxury Hybrid Electric vehicle vehicle vehicle LinkedIn survey. Canada 2013.
- 18. Luxury vehicle owners on LinkedIn are likely to connect their vehicles to their professional image Among LinkedIn members in Canada who own a luxury vehicle 3 in 5 My vehicle is a reflection of who I am as a professional 2 in 5 I associate myself with specific auto brands to convey a professional image 1 in 3 My vehicle is important for impressing business clients and prospects LinkedIn survey. Canada 2013.
- 20. More than a third of LinkedIn members in the Canada plan to buy a new vehicle within the next year 34% LinkedIn survey. Canada 2013. Base: LinkedIn members in Canada.
- 21. More than a third of LinkedIn members in Canada plan to buy a new vehicle within the next year % 32 Plan to buy within 0-6 months % 34 68% Plan to buy within 7-12 months LinkedIn survey. Canada 2013.
- 22. LinkedIn members in Canada with higher income are more likely to be in-market for a new vehicle Likelihood to be in-market for a new vehicle in the next 12 mos. 46% 34% 30% <$75K LinkedIn survey. Canada 2013. $75K - <$150K $150K+
- 23. One in four Canadian LinkedIn members will replace a vehicle in their household 1 in 4 1 in 10 Plan to replace Plan to add a new existing vehicle in the next year LinkedIn survey. Canada 2013. vehicle
- 24. Among those who are in-market, one in four will add a net new vehicle to their household total % 75 Plan to replace existing vehicle % 34 % 25 Plan to add a new vehicle LinkedIn survey. Canada 2013.
- 25. Among those who are in-market for a new vehicle in the next year, one in two is considering a hybrid 1in 2 1in 2 1in 4 Is considering a Is considering a Is considering a Hybrid Luxury Electric vehicle vehicle vehicle LinkedIn survey. Canada 2013. Base: LinkedIn members in Canada who are in market for a new vehicle within next 12 mos.
- 26. Those who are in market for a new vehicle are most likely considering sedans, coupes, or SUVs 36% 36% 34% 23% Full-size sedan/coupe Compact sport utility Compact sedan/coupe Full-size sport utility LinkedIn survey. Canada 2013. Base: LinkedIn members in Canada who are in market for a new vehicle within next 12 mos.
- 27. In-market LinkedIn members are still considering what they will purchase 49% 51% decided on one vehicle type still considering multiple vehicle types 25% 75% decided on one brand still considering multiple brands LinkedIn survey. Canada 2013. Base: LinkedIn members in Canada who are in market for a new vehicle within next 12 mos.
- 28. Professional changes trigger new vehicle purchases 37% of in-market LinkedIn members are triggered by at least one of these professional events Want a vehicle that fits my professional image 20% Received/expect to receive a raise/bonus/other income 15% 11% Changed/expect to change jobs An achievement such as a promotion or graduation 8% LinkedIn survey. Canada 2013. Base: LinkedIn members in Canada who are in market for a new vehicle within next 12 mos.
- 29. Following
- 30. Experts, peers, and auto brands would be top sources of influence when shopping for a vehicle If you were shopping for a new vehicle, how influential would information, opinions or recommendations from the following sources be on your decision? 82% 80% 76% 69% 64% 44% Automotive experts Family or friends Automotive brand/company Colleagues Other online Automotive dealer/ consumers salesperson Not family, friends, colleagues LinkedIn survey. Canada 2013.
- 31. Experts, peers, and auto brands would be top sources of influence when shopping for a vehicle If you were shopping for a new vehicle, how influential would information, opinions or recommendations from the following sources be on your decision? 82% 80% 76% 69% 64% 44% Automotive experts Family or friends Automotive brand/company Colleagues Other online Automotive dealer/ consumers salesperson Not family, friends, colleagues LinkedIn survey. Canada 2013.
- 32. There is an opportunity for Auto brands to improve brand perception by sharing relevant content 38% My perception of an auto brand would be positively impacted if it shared compelling content on LinkedIn LinkedIn survey. Canada 2013.
- 33. Top 4 types of content that members want from auto brands 1 2 3 4 56% 55% 43% 30% New vehicle model information Industry expert commentary Automotive technology info Auto industry news or content LinkedIn survey. Canada 2013.
- 34. If you were to follow an automotive brand on LinkedIn, which, if any, of the following types of information or interaction would you want from that brand? $75K <$75K <$150K $150K+ Total M F 18-34 35-54 55+ Information about new vehicle models 56% 60% 49% 49% 60% 57% 53% 63% 55% Industry expert reviews or commentary 55% 57% 53% 50% 55% 63% 57% 62% 50% Information about auto/in-car technology 43% 47% 37% 42% 43% 46% 45% 47% 44% Automotive industry news or content 30% 32% 28% 32% 30% 27% 30% 35% 24% General company information 30% 30% 32% 36% 28% 29% 35% 36% 25% General interest/lifestyle content 24% 23% 26% 25% 22% 28% 28% 22% 26% Updates on company social responsibility 24% 18% 35% 28% 23% 22% 32% 25% 18% Opportunity to participate in polls 19% 21% 17% 24% 19% 13% 23% 23% 18% Invitation to join relevant groups 10% 12% 8% 11% 11% 8% 11% 13% 9% LinkedIn survey. Canada 2013.
- 35. ” LinkedIn survey. Canada 2013. “A brand’s presence on LinkedIn would make them appear more trustworthy and professional in my eyes.” - Female, 18-24 years old. Associate / Individual Contributor.
- 36. ” LinkedIn survey. Canada 2013. “I believe LinkedIn to be a professional network and therefore take the information I receive on it more seriously.” - Female, 50-54 years old. Self-employed / Consultant.
- 37. ” “I check LinkedIn several times daily. Having automotive brands post to LinkedIn would be an effective channel for communicating with me regarding new products, offers, technology, etc.” - Male, 45-49 years old. Director. LinkedIn survey. Canada 2013.
- 38. © 2013 LinkedIn. All rights reserved.