U.S. automakers faced with persistent slow sales and make-do consumer attitudes need to know all they can about the consumers most likely to �buy now.� That insight � including where these prospects live and how best to approach them � is available in the latest Automotive Consumer Dynamics study released today by Acxiom� Corporation (Nasdaq: ACXM).

�The consumer is definitely in the driver�s seat in every aspect of the shopping and buying process,� said Tim Longnecker, Acxiom�s automotive industry executive. �Consumers are being offered a multitude of incentives, from price discounts to selective financing and special close-out offers. But they�re slow to respond without heavy incentives and deep discounts, especially when purchasing a new vehicle.�

The latest issue of Automotive Consumer Dynamics (ACD) reveals key insights on the five �buy now� groups identified in Acxiom�s January 2009 study and what is motivating them to buy. Among the insights:

  • �Used� is giving �new� a run for the money � six of the 10 consumer groups now have a greater interest in used vehicles, compared with only two groups with increased interest in new vehicles.
  • �Buy now� consumers are often ready to take action � so marketers need to adjust messaging to reflect the affordability of new models compared to used vehicles many consumers are now considering.
  • Consumers want higher fuel efficiency, which has remained a constant �buy� indicator over the past 12 months regardless of fuel prices.
  • Brand loyalty lives � whether considering new or used, consumers have their favorites, and savvy marketers will develop their strategies based on brand-affinity indices.
  • Reinvigorated incentives can capture the �buy now� consumer�s attention � the same old incentives aren�t enough to motivate consumers.

Regardless of the economy, the top three purchase motivators are based on needs versus wants. Of the top three purchase motivators, high mileage was the only factor that increased in importance since January 2007.

  • High mileage on existing vehicle
  • Better gas mileage
  • Incentives/financing deals too good to pass up

�The findings revealed in the latest ACD study provide marketers with a tool to define the �buy now� consumer. Acxiom�s strength in consumer insights creates opportunities for dealers and manufacturers in this extremely tough environment,� said Longnecker. �Creating highly targeted messaging that resonates with consumers and prompts a purchase will deliver greater return on marketing dollars spent.�

Automotive Consumer Dynamics is the industry�s first comprehensive, consumer-centric view of the U.S. automotive market. Developed from the world�s largest repository of up-to-date consumer intelligence, InfoBase-X�, and Acxiom�s industry-leading PersonicX� life-stage segmentation, ACD applies sophisticated modeling and analysis to deliver a powerful combination of hindsight, insight and foresight that spans more than 200 million U.S. consumers representing over 128 million households and over 40 million vehicle purchase/trade-in transactions.

For a copy of Acxiom�s most recent Automotive Consumer Dynamics study, please link to http://www.acxiom.com/automotive_consumer_dynamics_study. For more information on Acxiom products and services, call 1-888-3ACXIOM or visit www.acxiom.com.

About Acxiom

A global leader in interactive marketing services, Acxiom connects clients with their customers through deep consumer insight, powering effective and profitable marketing initiatives and business decisions. Our consultative approach spans multiple industries and incorporates decades of experience in consumer data and analytics, information technology, data integration and consulting solutions for effective marketing across digital, Internet, email, mobile and direct mail channels. Founded in 1969, Acxiom is headquartered in Little Rock, Ark., and serves clients around the world from locations in the United States, Europe and Asia-Pacific. For more information about Acxiom, visit www.acxiom.com.

About Acxiom Automotive

Acxiom empowers automotive manufacturers and marketers to become more consumer-centric and faster-to-market. Using a unique combination of data, analytics, optimization and integration, Acxiom�s next generation of digital marketing services enables consistent, relevant life-cycle communications that span consumer touchpoints. From direct mail to social networks, top automakers and dealers rely on Acxiom to provide effective, one-on-one marketing insights and solutions to drive higher sales and improved return on their marketing investments.

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