Reaching active auto shoppers
This USA TouchPoints analysis suggests that while TV and radio deliver mass reach among active car shoppers, it is digital media that leads the way relative total adults 18-64.
It is not surprising that TV, radio and even mobile phones deliver average weekly reach (100%, 95% and 84%, respectively) that is broadly in line with the total adult population. The ubiquity of each of these media almost ensures high reach and a low index against the broader population.
Automotive shoppers leading the way in digital
Average weekly reach and index to total adults
Adults 18-64 visiting an automotive dealership in the average week
Source: USA TouchPoints 2012.2
However, when looking to other digital media, we find that active automotive shoppers — those visiting a dealership in an average week — laptops, the Web and especially tablets index higher.