尼尔森-2019-2020年年度汽车营销报告（英文）-2020.9-30页_1mb

NIELSEN ANNUAL AUTO MARKETING REPORT 2019-2020 SUMMARY

Core Content

This report provides insights into how multicultural consumers in the U.S. engage with the auto industry, particularly during the pandemic and in the context of evolving media habits. It highlights the importance of adapting marketing strategies to better connect with these groups, who are expected to make up a growing portion of the population and represent a significant future market for automakers.

Main Findings

1. Multicultural Consumers Are a Growing Segment

• Current Proportion: 40% of the U.S. population is multicultural.
• Future Projection: By 2070, this will rise to 50%.
• Importance: Multicultural consumers are not just a preview of future buyers—they are the future buyers.

2. Brand Awareness and Consideration Patterns

• Lower Awareness: Hispanic, Black, and Asian American consumers are aware of 10–20% fewer car brands than the general population.
• Higher Consideration: Despite lower initial awareness, these groups tend to consider more brands along the path-to-purchase.
• Unaided vs. Aided Awareness: Unaided awareness (top-of-mind) is lower among multicultural groups, but aided awareness (brand recall from a list) shows significant growth over time.

3. Media Preferences and Ad Recall

• TV Dominance: TV remains the top source of ad recall for all groups, including multicultural ones, with 84% of consumers recalling seeing car ads on TV.
• Digital Engagement: Hispanic consumers are twice as likely to recall digital ads, especially those on mobile and social media.
• Black Consumers: They are highly engaged across all channels and show strong ad recall even for radio and outdoor ads.
• Asian Americans: They respond well to print advertising and have a strong preference for it.

4. The Pandemic Paradox

• Increased Media Time: During the pandemic, consumers spent more time with media, but many advertisers reduced budgets.
• Opportunity for Brands: This presents an opportunity to invest in advertising and connect with consumers in a meaningful way, especially as the market recovers.

Key Recommendations for Marketers

1. Build Brand Awareness First

• Target Multicultural Groups: Focus on increasing brand awareness among Hispanic, Black, and Asian American consumers.
• Customize Creatives: Tailor messaging and creatives to resonate with each group.
• Show Sensitivity: Be mindful of the challenges these consumers have faced during the pandemic.

2. Reach Consumers in the Moments That Matter

• Early Engagement: Build a foundation by being part of the initial consideration set.
• Leverage Aided Awareness: As consumers move through the path-to-purchase, aided awareness becomes critical for brand consideration.
• Focus on Late-Stage Campaigns: For Black and Hispanic consumers, late-stage advertising efforts can be highly effective.

3. Embrace Omnichannel Advertising

• TV as a Foundation: TV is still the most effective channel for ad recall and brand visibility.
• Digital for Hispanics: Digital video is especially impactful for Hispanic consumers.
• Radio for Black Consumers: Even light radio users among Black consumers show strong brand consideration.
• Print for Asian Americans: Print advertising remains a key channel for this group.

4. Use Data and Insights to Inform Strategy

• Adapt to New Realities: The pandemic has accelerated changes in media consumption, especially online.
• Understand Audience Behavior: Tailor your advertising mix to align with the unique behaviors of each multicultural group.
• Invest in Targeted Campaigns: Use data to personalize messaging and optimize ad spend across channels.

Implications for the Auto Industry

• Shift to Digital: The rise in online shopping and digital media usage is a long-term trend that auto marketers should capitalize on.
• Multicultural Focus: Reaching multicultural consumers is essential for future growth and long-term brand equity.
• Sustainability of Advertising: Cutting advertising budgets during the pandemic is not advisable, as it can take years for a brand to recover.
• Authentic Engagement: Brands should align their messaging with the values and sensitivities of multicultural audiences, especially in times of social and political unrest.

Conclusion

The Nielsen Annual Auto Marketing Report 2019-2020 underscores the importance of understanding and engaging with multicultural consumers in the evolving auto market. These groups are not only a significant portion of the current population but will dominate the future. Marketers should focus on building brand awareness, leveraging omnichannel strategies, and adapting to the new media landscape to connect effectively with these audiences and drive long-term success.