Business View Magazine | April/May 2022

10 BUSINESS VIEW MAGAZINE VOLUME 9, ISSUE 4 a vehicle pick-up or drop-off. • Takeaways: Dealers who provide more test drive and buy-from-home options will increase sales. Technology can help enable easier scheduling and access to buy-at-home processes, assisting dealers in competing with the disruptors. Vast Majority of Consumers are Streaming over Traditional Media 1. 70% of consumers watched movies, sports, and shows on streaming platforms. According to Pew Research, in 2021, only 56% of Americans watched satellite or cable TV. 2. 72% watched more shows and movies on streaming services vs. traditional broadcast TV and cable. • Takeaways: As more consumers cut the cord, dealers now have a much lower-priced advertising option over more expensive traditional TV and billboard ads with more significant tracking and ROI. New technology from partners like Digital Air Strike working with Amazon allows greater targeting and specific vehicle inventory to be displayed. 3. 75% of car buyers and service customers have seen ads while streaming content. • Takeaway: Dealers can use highly targeted streaming advertising and Amazon first-party data to reach this growing consumer group. Methodology: The study surveyed 4,830 consumers who purchased or serviced a vehicle with a franchised dealership. The study participants were 57% male and 43% female. Of those, 43% of respondents had visited a dealership to purchase a new or used vehicle, while 57% had taken their car to the dealership for service. The results focused on consumers aged 25-54, the primary vehicle buying demographic. All domestic and foreign auto brands were represented across the United States. www.digitalairstrike.com