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Social Media: Automotive - UK - June 2012

“When buying a car in these cash-strapped times, people want to be absolutely certain that they are investing in the right vehicle. The internet has become an indispensable tool in the car buying process. Reliability of information is prized highly as people gather data and opinion online to arm themselves with the facts before stepping foot in the showroom.”

– Alexandra Richmond, Senior Consumer and Lifestyles Analyst

Some questions answered within this report include:

  • How do people use the internet to discuss or contact car brands?
  • Why do people interact with car brands?
  • How enthused and involved are consumers with the automotive market?
  • What do people do before buying a new car?
  • Which automotive brands have the most online mentions?
  • What success stories exist within the automotive social media space?

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Table of contents

  1. Introduction

      • Definitions
        • Methodology
          • Advertising expenditure
            • Online social media tracking
              • Consumer research
              • Executive Summary

                  • Internet drives empowerment
                    • Figure 1: Ways in which people have used the internet to discuss or contact a car brand, by demographics, January 2012
                  • Car club
                    • Figure 2: Selected reasons to interact with car brands that demonstrate interest or affiliation with brands, January 2012
                  • Big ticket purchase
                    • Figure 3: Involvement with the automotive market, by enthusiasm, January 2012
                  • Reliability of information
                    • Figure 4: Things people do before buying or thinking about buying a new car, January 2012
                  • Status determines share of voice
                    • Figure 5: Online mentions by brand, 1 February 2012-30 April 2012
                  • What we think
                  • The Online Communicator

                    • Key points
                      • Population dynamics
                        • Figure 6: Population trends and projection, by age 2007-17
                      • Opportunity to increase new car sales
                        • Figure 7: Annual household income, January 2012
                      • More car registrations offers greater opportunity for engagement
                        • Figure 8: Forecast in new car registrations in the UK, 2012-17
                      • Ways in which people access the internet
                        • Figure 9: Ways in which internet users access the internet, January 2012
                      • Access to social networks
                        • Figure 10: Profile of Facebook and Twitter, by gender and age, February 2012
                    • Overview of Social Media Activity in the Automotives Market

                      • Key points
                        • The BMW story told on a timeline
                          • Car brands embrace social media in real time
                            • Multi-platform and mobile
                              • Crowdsourced Concepts
                              • Online Mention Trends and Metrics in the Automotives Market

                                • Key points
                                  • Online mentions
                                    • Figure 11: Total car brand mentions by page type and day, 1 February 2012-30 April 2012
                                  • Status brands boast greatest share of voice
                                    • Figure 12: Online mentions by brand, 1 February 2012-30 April 2012
                                    • Figure 13: Top 5 mentioned brands online analysed by human sentiment analysis, 1 February 2012-30 April 2012
                                  • Young and enthusiastic aspire for status
                                    • Figure 14: Selected mentions of car brands on Twitter, 1 February 2012-30 April 2012
                                  • Stereotyping drivers
                                    • Figure 15: Selected mentions of car brands on Twitter, 1 February 2012-30 April 2012
                                    • Figure 16: Selected mentions of Ford KA on Twitter, 01 February 2012-30 April 2012
                                  • Music motivates mentions
                                    • Figure 17: Word cloud for online brand mentions including ‘advert’, 1 February 2012-30 April 2012
                                    • Figure 18: Selected mentions of TV advertising on Twitter, 1 February 2012-30 April 2012
                                  • Turning online to discuss customer service
                                    • Figure 19: Selected mentions of customer service on Twitter, 1 February 2012-30 April 2012
                                  • Snow causes trouble for rear wheel drives
                                    • Figure 20: Selected mentions of Audi and BMW on Twitter, 1 February 2012-30 April 2012
                                  • Retro cars remain special
                                    • Figure 21: Selected positive mentions of Volkswagen on Twitter, 1 February 2012-30 April 2012
                                • Levels of Engagement with Automotive Brands

                                  • Key points
                                    • An estimated 12.9 million adults have engaged with car brands in the UK
                                      • Figure 22: Ways in which people have made contact with or shared thoughts on new car brands, January 2012
                                    • Income determines levels of engagement
                                      • Figure 23: Ways in which people have made contact with or shared thoughts on new car brands, by annual household income, January 2012
                                    • The role of the internet in brand engagement
                                      • Figure 24: Daily personal internet usage and tendency to express views on or towards car brands, January 2012
                                    • Facebook inspires younger internet users
                                      • Figure 25: Composition index for unique visitors to Facebook, by age and income, March 2012
                                    • Owned media important for women drivers
                                      • Figure 26: Ways in which people have used the internet to discuss or contact a car brand, by demographics, January 2012
                                  • Reasons for Engagement with Automotive Brands

                                    • Key points
                                      • People more likely to share positive sentiment
                                        • Figure 27: Sentiment of expression about car brands, January 2012
                                      • Ways in which people express sentiment
                                        • Figure 28: Things people do to express feelings about a car brand, January 2012
                                        • Figure 29: Selected tweets about car faults, March-April 2012
                                      • Why people engage with car brands
                                        • Figure 30: Selected reasons to interact with car brands that demonstrate interest or affiliation with brands, January 2012
                                        • Figure 31: Top three car brands on Facebook according to the number of likes, number of people talking about them and the ratio of conversation to likes, 24 May 2012
                                      • Brands invited to make fans an offer
                                        • Keeping consumers informed
                                          • Embracing social values
                                          • Levels of Enthusiasm for Automotive Brands

                                            • Key points
                                                • Figure 32: Levels of enthusiasm, January 2012
                                              • Enthusiasts – 14% (equivalent of 4.1 million internet users aged 16+)
                                                • Who are they?
                                                  • The Majority – 71% (equivalent of 22 million internet users aged 16+)
                                                    • Who are they?
                                                      • Laggards – 15% (equivalent of 4.5 million internet users aged 16+)
                                                        • Who are they?
                                                        • The Consumer Conversation in the Automotives Market

                                                          • Key points
                                                            • What are people talking about
                                                                • Figure 33: Online mentions broken down by category, 6 February 2012-6 May 2012
                                                                • Figure 34: Online mentions broken down by category and page type, 6 February 2012-6 May 2012
                                                              • Alternative fuelled vehicles
                                                                  • Figure 35: Word cloud for topics mentioned alongside alternative fuelled cars, 6 February 2012-6 May 2012
                                                                • Fuel efficient and affordable
                                                                    • Figure 36: Word cloud for topics mentioned alongside alternative fuel efficiency, 6 February 2012-6 May 2012
                                                                  • Comfort is a worthwhile luxury
                                                                    • In-car technology and the need for connectivity
                                                                      • Figure 37: Word cloud for topics mentioned alongside in-car technology, 6 February 2012-6 May 2012
                                                                    • Safety features less prominently
                                                                        • Figure 38: Word cloud for topics mentioned alongside safety, 6 February 2012-6 May 2012
                                                                    • Levels of Involvement in the Automotives Market

                                                                      • Key points
                                                                        • Reasons for involvement
                                                                          • Figure 39: Reasons to interact with the automotive market in the last 12 months, by method of interaction, January 2012
                                                                        • Men show higher levels of involvement
                                                                          • Figure 40: Interaction with car brands using the internet (not social network sites) in the last 12 months, January 2012
                                                                        • Consumer involvement typologies
                                                                          • Figure 41: Levels of involvement with the automotive market in the last 12 months, January 2012
                                                                        • Highly Involved – 16% (an estimated 6.2 million internet users aged 16+)
                                                                          • Who are they?
                                                                            • Moderately Involved – 17% (an estimated 6.9 million internet users aged 16+)
                                                                              • Who are they?
                                                                                • Slightly Involved – 19% (an estimated 7.7 million internet users aged 16+)
                                                                                  • Who are they?
                                                                                    • Uninvolved – 48% (an estimated 19.3 million)
                                                                                      • Who are they?
                                                                                        • Majority is moderately Involved
                                                                                          • Figure 42: Involvement with the automotive market, by enthusiasm for cars, January 2012
                                                                                          • Figure 43: Demographic profile of the Highly Engaged Enthusiasts and the Uninvolved Laggards, January 2012
                                                                                      • Levels of Influence in the Automotives Market

                                                                                        • Key points
                                                                                          • Ways in which people are influenced before buying a new car
                                                                                            • Figure 44: Things people do before buying or thinking about buying a new car, January 2012
                                                                                          • Reliability of information is taken into consideration
                                                                                            • Pre-purchase research increases traffic to car brand pages
                                                                                              • Prospective buyers need to trust car salesmen
                                                                                                • The role of social websites in pre-purchase research
                                                                                                  • Consumer typologies – levels of influence
                                                                                                    • Figure 45: Levels of influence within the automotive market, January 2012
                                                                                                  • Highly Influenced – 26% (the equivalent of 10.6 million internet users aged 16+)
                                                                                                    • Who are they?
                                                                                                      • Moderately Influenced – 33% (the equivalent of 13.2 million internet users aged 16+)
                                                                                                        • Who are they?
                                                                                                          • Slightly Influenced – 19% (the equivalent of 7.7 million internet users aged 16+)
                                                                                                            • Who are they?
                                                                                                              • Uninfluenced – 22% (the equivalent of 8.6 million internet users aged 16+)
                                                                                                                • Who are they?
                                                                                                                • Appendix – Online Mention Trends and Metrics in the Automotives Market

                                                                                                                    • Figure 46: Online mentions by brand, 1 February 2012-30 April 2012
                                                                                                                    • Figure 47: Word cloud for online brand mentions including ‘advert’, 1 February 2012-30 April 2012
                                                                                                                • Appendix – Levels of Engagement with Car Brands

                                                                                                                    • Figure 48: Ways in which people have made contact with or shared thoughts on new car brands, by demographics, January 2012
                                                                                                                    • Figure 49: Ways in which people have made contact with or shared thoughts on new car brands, by demographics, January 2012
                                                                                                                    • Figure 50: Use of social networking sites, by daily time spent online for personal use, January 2012,
                                                                                                                    • Figure 51: Use of social networking sites, by method of accessing the internet, January 2012,
                                                                                                                • Appendix – Reasons for Engagement with Car Brands

                                                                                                                    • Figure 52: Positive or negative expression about a car brand, by demographics, January 2012
                                                                                                                    • Figure 53: Things people do to express positive or negative feelings about a car brand, January 2012
                                                                                                                  • Positive behaviours
                                                                                                                    • Figure 54: Things people do to express positive feelings about a car brand, January 2012
                                                                                                                    • Figure 55: Things people do to express positive feelings about a car brand, January 2012
                                                                                                                    • Figure 56: Things people do to express positive feelings about a car brand, January 2012
                                                                                                                  • Negative behaviours
                                                                                                                    • Figure 57: Things people do to express negative feelings about a car brand, January 2012
                                                                                                                    • Figure 58: Things people do to express negative feelings about a car brand, January 2012
                                                                                                                • Appendix – Levels of Enthusiasm for Car Brands

                                                                                                                    • Figure 59: Levels of enthusiasm, by demographics, January 2012
                                                                                                                    • Figure 60: Ways in which people have made contact with or shared thoughts on new car brands, by levels of enthusiasm, January 2012
                                                                                                                    • Figure 61: Things people do to express positive feelings about a car brand, by level of enthusiasm, January 2012
                                                                                                                    • Figure 62: Things people do to express negative feelings about a car brand, by level of enthusiasm, January 2012
                                                                                                                    • Figure 63: Reason for interacting with car brands in the last 12 months, by levels of enthusiasm, January 2012
                                                                                                                • Appendix – The Consumer Conversation in the Automotives Market

                                                                                                                    • Figure 64: Word cloud for topics mentioned alongside alternative fuelled cars 6 February 2012-6 May 2012
                                                                                                                    • Figure 65: Word cloud for topics mentioned alongside fuel efficiency, 6 February 2012-6 May 2012
                                                                                                                    • Figure 66: Word cloud for topics mentioned alongside in-car technology, 6 February 2012-6 May 2012
                                                                                                                    • Figure 67: Word cloud for topics mentioned alongside safety, 6 February 2012-6 May 2012
                                                                                                                • Appendix – Levels of Involvement in the Automotives Market

                                                                                                                  • All
                                                                                                                    • Figure 68: Reasons for interaction with the automotive market in the last 12 months, January 2012
                                                                                                                    • Figure 69: Reasons for interaction with the automotive market in the last 12 months, January 2012
                                                                                                                  • Using the internet eg company websites, forums
                                                                                                                    • Figure 70: Reasons for interaction with the automotive market using the internet in the last 12 months, January 2012
                                                                                                                    • Figure 71: Reasons for interaction with the automotive market using the internet in the last 12 months, January 2012
                                                                                                                  • Offline
                                                                                                                    • Figure 72: Reasons for offline interaction with the automotive market in the last 12 months, January 2012
                                                                                                                    • Figure 73: Reasons for offline interaction with the automotive market in the last 12 months, January 2012
                                                                                                                  • Using social network sites eg Facebook, Twitter
                                                                                                                    • Figure 74: Reasons for interaction with the automotive market using social network sites in the last 12 months, January 2012
                                                                                                                  • Consumer involvement typologies
                                                                                                                    • Figure 75: Number of ways in which people have been involved with the automotive market in the last 12 months, by demographics, January 2012
                                                                                                                    • Figure 76: Demographic profile of people by the number of ways in which they have been involved with the automotive market in the last 12 months, January 2012
                                                                                                                    • Figure 77: Reason for interacting with the automotive market in the last 12 months, by number of ways in which people have interacted with the automotive market in the last 12 months, January 2012
                                                                                                                    • Figure 78: Levels of enthusiasm, by number of ways in which people have interacted with the automotive market in the last 12 months, January 2012
                                                                                                                    • Figure 79: Levels of involvement with car brands in the last 12 months, by number of ways in which people have interacted with the automotive market in the last 12 months, January 2012
                                                                                                                    • Figure 80: Levels of involvement with car brands in the last 12 months, by number of ways in which people have interacted with the automotive market in the last 12 months, January 2012
                                                                                                                • Appendix – Levels of Influence in the Automotives Market

                                                                                                                  • “I research using the company/product website”
                                                                                                                    • Figure 81: People who agree with the statement “I research using the company/ product website” before buying or thinking about buying a new car, by demographics, January 2012
                                                                                                                  • “I ask friends and family for their opinion”
                                                                                                                    • Figure 82: People who agree with the statement “I ask friends and family for their opinion” before buying or thinking about buying a new car, by demographics, January 2012
                                                                                                                  • “I look up reviews online/in magazines”
                                                                                                                    • Figure 83: People who agree with the statement “I look up reviews online/in magazines” before buying or thinking about buying a new car, by demographics, January 2012
                                                                                                                  • “I speak to specialists”
                                                                                                                    • Figure 84: People who agree with the statement “I speak to specialists” before buying or thinking about buying a new car, by demographics, January 2012
                                                                                                                  • “I read about it in magazines/newspapers”
                                                                                                                    • Figure 85: People who agree with the statement “I read about it in magazines/newspapers” before buying or thinking about buying a new car, by demographics, January 2012
                                                                                                                  • “I research looking up forums/chat rooms/discussion groups”
                                                                                                                    • Figure 86: People who agree with the statement “I research looking up forums/chat rooms/discussion groups” before buying or thinking about buying a new car, by demographics, January 2012
                                                                                                                  • “I read about it on Twitter/Facebook”
                                                                                                                    • Figure 87: People who agree with the statement “I read about it on Twitter/Facebook” before buying or thinking about buying a new car, by demographics, January 2012
                                                                                                                  • “Other”
                                                                                                                    • Figure 88: People who agree with the statement “other” before buying or thinking about buying a new car, by demographics, January 2012
                                                                                                                  • Consumer typologies
                                                                                                                    • Figure 89: Number of ways in which people are influenced before buying a new car, by demographics, January 2012
                                                                                                                    • Figure 90: Levels of influence, by levels of enthusiasm January 2012
                                                                                                                    • Figure 91: Levels of influence, by things people do before buying or thinking about buying a new car, January 2012
                                                                                                                    • Figure 92: Levels of influence, by things people do before buying or thinking about buying a new car, January 2012

                                                                                                                Companies Covered

                                                                                                                • Audi United Kingdom
                                                                                                                • BMW (GB) Ltd
                                                                                                                • Facebook, Inc.
                                                                                                                • Ford Motor Company Limited (UK)
                                                                                                                • Foursquare
                                                                                                                • Google UK
                                                                                                                • Honda Motor Co. Ltd (UK)
                                                                                                                • Peugeot Motor Company Plc
                                                                                                                • PSA Peugeot Citroën S.A.
                                                                                                                • Twitter, Inc.
                                                                                                                • YouTube, Inc.

                                                                                                                Social Media: Automotive - UK - June 2012

                                                                                                                £1,750.00 (Excl.Tax)