Foresight Research says the North American International Auto Show Is a shopping paradise for attendees
Rochester Hills, MI – Foresight Research, the leader in auto show research and insights, released initial results from the North American International Auto Show today revealing that show attendees were actively shopping for cars and trucks – and making up their minds about car purchases as a result of their visit to the show. The study, in its third year, reaches out to over 1,000 households in the Detroit area in the days following the auto show. With a sample of over 200 people who actually attended the show to ensure reliable measurement.
“The Detroit show is eagerly anticipated in this city, where many folks are very enthusiastic about cars. About one in four households visited the show this year and half heard about it from a TV ad or a news story. “Many people have a preconceived notion about auto show attendees being gearheads and buffs, but this is an educated, affluent group of people,” said Bruyn.
In the 2012-2013 season, auto show attendees are at least two times as likely to have a college degree and average two times as likely to have a $100,000+ income versus the general population in the show markets.
“The North American International Auto Show is known as an excellent place for car companies to show off to the trade and the media,” said Foresight CEO Steve Bruyn.
“But this show is also an excellent showcase for selling cars. This year well over half of the people at the show said they were there for serious vehicle shopping, and the same amount said they were going to buy a new vehicle in the next twelve months. Even more telling, the percent of people who said they definitely made up their mind about buying a particular brand from their consideration list went up ten points versus the number before the show.”
In addition to the high level of serious shopping, the Motor City population had a great time at the show…about three of four visitors were mostly influenced to attend the show by the opportunity to see new vehicles and concept cars, and the same amount were attracted to the show because it is fun and entertaining.
About Foresight Research
Foresight Research specializes in syndicated and custom studies focusing on the key influencers of purchase decisions in automotive and marine industries. Foresight Research publishes 10-15 syndicated reports that provide actionable information, strategies and best practices to help auto companies, auto dealerships, auto show promoters, and marine companies succeed and grow.
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