CarsGuide Media and Gumtree Media insights

Uncovering new car buying behaviour in the face of stock shortages carsguide media

Stock shortages have triggered a shift in the way consumers are buying new cars. We surveyed over 750 CarsGuide visitors to understand the impacts and actions from in-market new car buyers. Stock shortages have plagued the new car industry for over two years, with seemingly no end in sight.

Stock shortages have created new opportunities for brands

The rise of the Brand Switchers

Long wait times mean big opportunities for those brands with stock availability. Throughout the buyer journey as car buyers narrow down their preferred options:

1-in-2

53% of new car buyers say they'd consider another brand with stock available now If their first preference isn't available immediately:

1-in-3

29% of in-market new car buyers, will buy an alternate vehicle brand

The fall of the Brand Loyalists

Brands suffering stock shortages are likely seeing a decline in interest. So, the biggest opportunity for brands is to target outside of their current customer base. Most intenders are open to new brands:

don't want to learn about alternate brands that have stock availability 1-in-3

29% are willing to wait for their desired car to become available

likely to have to wait over 3 months for their new car delivery

Tap into the Brand Switcher

There is an untapped opportunity to target a new car Brand Switcher, with most anticipating a long wait. 45% likely to wait over 6 months

Contact jodie.smith@carsguide.com.au to learn more about what CarsGuide offers to attract or nurture in-market buyers.

Source: CarsGuide 'Stock shortages and purchase triggers survey'. June 2022. N = 752.

() Gumtree carsguide Autotrader �

Australians are trading up and refreshing their living environment

We spoke to over a thousand Gumtree users to help brands anticipate the evolving needs and desires of everyday Australian households as they actively upcycle, uptrade and buy new this Spring.

The Spring Renewal

3-in-4 users surveyed (74%) will actively ‘Spring Clean’ their

home this September to November, providing an immense opportunity for brands to connect with potential buyers at a time of transition.

Focus in on life’s key moments

When life moves, things change. Breaking the status quo, new life milestones often reveal unmet needs that require attention. Be there as Australians discover solutions, compare and make decisions, and establish new norms in the moments that matter.

These are the major decisions that will impact Gumtree user behaviours as spring rolls around:

HOUSE MOVERS HOME BUYERS

1-in-4

(27%) are likely to move house in the next 12 months

Planned furniture purchases in the next 12 months:

Lounge / Sofa / Chair 20% Storage / Shelving 17% Bed / Mattress 16% Outdoor Set 13% Desk / Home Office 11%

53%

Over half are likely to buy kitchen appliances

1-in-5

(22%) are likely to buy home or outdoor entertainment equipment 1-in-5

(23%) are looking to buy a home in the next 12 months

Planned furniture purchases in the next 12 months:

Lounge / Sofa / Chair 21% Storage / Shelving 16% Outdoor Set 15% Bed / Mattress 14% Dining Room Set 11%

52%

Over half will invest in kitchen appliances

1-in-4

(24%) will invest in home or outdoor entertainment equipment

Take advantage of Gumtree’s scale and influence across millions of Australians undergoing home refreshes this spring. Reach them using our retail-focused marketplace products and first-party data opportunities. Contact gumtreemedia@gumtree.com.au for more information.

Source: Gumtree Q3 Spring Clean Consumer Survey. June 2022. N = 1673