MidBritain - Insight into the UK's Superconsumers

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MidBritain panel on Motors

Here's a quick summary of what the MidBritain panel had to say on Motors.

  woman admiring a new car  man discussing a new car with a car salesman  young girl jumping into her mother's car  car driving down the road


 



 

MidBritain’s affluence and influence make this audience a key target for Motors advertisers.

  • MidBritons live in multi-car households, with over half having 2+ cars.
  • Family saloons are the most popular type of car however 1 in 5 have treated themselves to a luxury vehicle (Executive, SUV or sports convertible).

MidBritons aren’t likely to be found breaking down at the side of the motorway. They regularly upgrade their cars to ensure they have the latest model.

  • MidBritons buy a new car every 2-3 years. The majority (56%) use existing savings to finance their purchase.

Being affluent types, just getting a good deal isn’t the sole concern of MidBritons when buying a car. They are drivers of choice and consider 

  • Style, reputation, fuel consumption, good deal, safety
  • The family car that they are most likely to own is a Ford or Vauxhall
  • The luxury car that they are most likely to own is a BMW or Mercedes Benz

MidBritons love to splash out on new cars, but being savvy consumers they take their time choosing what to buy.

  • MidBritons will spend an average of £17.6K on their next new car, with 1 in 6 planning to spend £25k+
  • They actively research what car to buy for 3 months using a range of sources – trusted friends and family, newspapers, local dealerships and car manufacturer websites.
  • They believe that newspapers are the best media for detailed information and a source they can trust. Newspapers were seen to work successfully in conjunction with television to support a brand campaigning more than any other form of advertising.

MidBritons love their cars but they’re not driving roughshod over the green hills of this pleasant land.

  • They don’t want to give up their cars but they do care about the environment and are open to changing their motoring behaviour;
  • 85% would consider a hybrid car if performed as well their current car or significantly reduced fuel consumption
  • 9 in 10 believe that the car industry should lead the way by developing more fuel efficient cars

Source: BMRB; Base: 1,247 MidBritain Mail Readers; Survey date: May 07

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