Detroit International Auto Show Draws Highest Attendance Rate in Country
Rochester Hills, MI – The Detroit International Auto Show broke the 800,000 attendance barrier last month for the first time since 2003. But according to Foresight Research’s Attendance Report for that show, the more impressive number is this show’s ability to draw almost one in five of all Detroit area households…even in record cold and snowy weather.
“Foresight measures 45 auto shows each season,” said Steve Bruyn, CEO of Foresight Research, “and the large incidence of metro area visitors to the Detroit show is the highest in the country.”
The Detroit Auto Show draws 38% of people in the market who intend to buy a car, which is in line with other markets.
Over 500,000 households were represented at the show, including 58,000 auto employee households. Each household averaged almost 1.6 people attending.
Foresight also measures the incidence of influential people who give automotive recommendations. They are grouped by the number of auto recommendations they give a year, with the three top groups being Talkers at 6-10 times a year, High Influentials at 11-15 times per year, and Shouters who give 16 or more auto recommendations. Not surprisingly, the Detroit International Auto Show attracts the highest incidence of these opinion leaders, who together represent a healthy 22% of show visitors.
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 and their partners build, frame, and support marketing insights and actions.
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