There are almost 15.5 million Australian drivers on our roads today. A confident 29% see themselves as trusted advisors, when it comes to buying a car, according to Roy Morgan research.
So what does the typical ‘trusted advisor’ for Australian car buyers look like?
Trusted advisors are more likely to be male (68.6%) than female (31.4%). Those between 35 and 60 years of age are more likely to be advisors, while the under-35s and over-65s are more inclined to seek advice.
Education appears to have little bearing; but employment and income are influencing factors, with 55.9% of ‘Trusted Advisors’ in full time employment, versus 44.5% of all drivers. Those earning under $40,000 per annum are likely to seek advice, while ‘trusted advisor’ status rises with income.
In a competitive market, brand advocates are important and monitoring satisfaction levels of car owners is crucial. Among ‘satisfied’ drivers of the mainstream brands, Volkswagen has the highest proportion of trusted advisors (39%), while only one in five satisfied Hyundai drivers (21%) consider themselves as trusted advisors when it comes to buying a car.
Norman Morris, industry communications director, Roy Morgan research, says:
“The Australian car market continues to add competitors, and consumers are exposed to an increasing cacophony of promotions in the ever-changing media landscape. Given the availability of information and online product reviews, it is interesting to note that one of the more traditional sources of influence – that is, personal recommendation or advice – is still relevant in the context of buying cars.”
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