Anatomy of a UK Auto Shopper Report Released

Breakthrough Study Unlocks People-Based Insights on UK Auto Shoppers

(LONDON, U.K., March 15th, 2017) – A new study released today by Viant, a Time Inc. people-based advertising technology company, reveals new insights into the profile, purchase habits and behaviour of major car brand owners1. The report analyses two million UK auto shoppers with a focus on key brands including BMW, Nissan and Ford owners.  This study leveraged Viant’s vast database of 24.5 million registered users along with key deterministic data partners and its people-based approach to unlock key insights..

The study paints a more complete picture of auto customer shopping habits, including how often, the ow and how much they spend across department stores, supermarkets, flights, hotels and the ever-increasing influence of social media platforms. Using these people-based insights, marketers have the tools to make better decisions about how to deliver the right ads, on the right device, at the right time.

Key findings from the report include:

  • The most popular vehicle brand with Millennials is Fiat
  • BMW drivers are the biggest retail spenders – BMW drivers also prefer high end stores – they’re 54% more likely to shop at John Lewis and 2.3 times more likely to shop in Selfridges than Ford drivers
  • Ford drivers spent £2,157 on flights over six months, with their preferred airline being Emirates
  • Nissan drivers are the biggest customer segment at Aldi – they are 12% more likely to shop here than BMW drivers and 8% more likely to do so than Ford drivers
  • Millennials are 18% more likely to drive hatchbacks like the Ford Fiesta or Ka than non-millennials
  • Airbnb has emerged as the top hotel brand for all vehicle customer groups when compared to leading franchises including Hilton, Holiday Inn and Marriott
  • On social media Ford drivers are most interested in cooking content, BMW drivers are attracted to sports and family life appeals to Nissan owners

Jon Schulz, CMO of Viant says “The vast volumes of customer data generated every day can be difficult for marketers to make sense of. This report goes further than simply identifying vehicle purchase history or brand website visitation, and drills into where auto shopper fly, stay, shop and even what their interests are on social media. It gives auto marketers an edge by helping them cut through the noise and, ultimately, make better decisions.”

To download the full report, click here.


Notes to editors


1. The primary source for these findings is internal data mining of Viant’s Identity Management Platform (IMP) and its people-based connection to rich, deterministic data sets including credit card shopping data from hundreds of millions of retail transactions, vehicle ownership data from RAC, and other consumer data points from partners including Experian and Marketing Source. This analysis focused on a population of roughly two million UK vehicle owners whom we identified in the IMP.

Additionally, Viant commissioned an original survey, conducted in January 2017 by Research Now, representing a sample of 1,500 UK residents age 18+. Survey results were used to create a social profile for the three  brand buyer groups we studied.

About Viant
Viant Technology LLC is a premier people-based advertising technology company, enabling marketers to plan, execute and measure their digital media investments through a cloud-based platform. Built on a foundation of people instead of cookies, the Viant Advertising Cloud™ provides marketers with access to over 1.2 billion registered users, one of the largest registered user databases in the world, infusing accuracy, reach and accountability into cross device advertising. Founded in 1999, Viant owns and operates several leading digital ad technology and media companies, including Adelphic and Myspace, and it is a member of the Xumo joint venture. In 2016, Viant became a subsidiary of Time Inc. (NYSE: TIME), one of the world’s leading media companies with over 100 influential brands including People, Sports Illustrated, Fortune and Time.

For more information, please visit http://www.viantinc.co.uk or contact:

Ahmed Omer
Marketing Manager

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