New research from REA Media reveals that people looking to move house in the next three months are 251% more likely than others to purchase a vehicle in the same time frame(1).
Furthermore, people looking to move home in the next three months are 149% more likely to purchase a car than visitors to a leading Australian car website(1).
Research undertaken to find out where people who are looking buy a car spend their time online found that realestate.com.au was actually ahead of all other leading Australian car sales websites(1).
Jonas Jaanimagi, Head of REA Media said the strong correlation between home movers and car buyers opens a new market to automotive advertisers.
“Recent research from Nielsen reveals that realestate.com.au reaches over 33% of all Australians who intend to purchase a vehicle in the next 12 months(1),” he said.
“With an average of 18.4 million visits to our site a month(2), our rich insights mean we understand what consumers are doing and how marketers can reach them effectively. We have the power to segment audiences and target campaigns, to help automotive advertisers reach their key audiences,” said Mr Jaanimagi.
“With a vast audience and such a strong link between moving house and purchasing a vehicle, automotive advertisers can be sure that their campaign will deliver strong results,” he added.
Cameron Cooper, General Manager – Marketing Communications for Nissan Motor Co Australia, said that they were pleased with the results and the level of interest generated from their last campaign in December 2012.
“We achieved a click-through rate well above industry average – a great result for a reasonable investment,” he said.
1 Nielsen Consumer & Media View, Survey 7, 2012
2 Nielsen Online Market Intelligence, Average Total Traffic, October – December 2012