Quick facts about this audience...
- Approximately 19,500 local adults say they plan to purchase a new car in the next 12 months. The average auto buyer will spend around $21,788 on his or her next new car.
- Over 43,900 local adults say they plan to purchase a used car in the next 12 months. The average auto buyer will spend around $10,250 on his or her next used car.
- Last year, 12,222 new cars were sold in Escambia and Santa Rosa counties. Toyota sold 14.7% of all new vehicles in Escambia and Santa Rosa counties, followed by Chevrolet selling 13.1%.
SOURCES: 2010 Scarborough Research Release 2, RL Polk Data, 2010. Omniture SiteCatalyst, March 2011, CNW Marketing Research, Inc. 2008, Clark, Martire & Bartolomeo, Inc. 2010 Scarborough Custom Study-Pensacola CBSA, Custom Market Research 2007
Consumers spend about six months in the car buying process and when local consumers are in the market for a new or used vehicle you want to be in the right at the right time to make the sale. In the final two weeks before the purchase, newspapers and the internet rank first and second as the primary advertising sources influencing potential automotive buyers and you want to be the last place they check just before they buy.