Vertis Customer Focus 2002 Survey Identifies Trends Among Automotive Shoppers

BALTIMORE--Oct. 7, 2002--Vertis, a leading provider of technology-based integrated marketing and advertising solutions, has released its Customer Focus 2002: Automotive survey results.

The biannual survey provides insights on consumers' preferences, purchasing trends, the impact of direct mail and advertising inserts (see figure 1 for generational key).

"Vertis Customer Focus 2002 provides the marketing and automotive industries with unique information on consumers' purchasing habits," said Therese Mulvey, Vertis' vice president of strategic marketing. "The research also reveals the outlets that most influence people's decisions when it comes to buying and how they prefer to get information for important purchases."

Sedans Soar in Popularity

Vertis' Customer Focus automotive survey shows that nearly one third (32 percent) of those who plan to purchase a car intend to buy a sedan, a 10 percent increase since 2000. These cars prove to be particularly popular among Generation X consumers as 32 percent of sedan enthusiasts are in this group. Full size luxury cars, sports cars and compact cars are also more popular choices than in the past, while the desire for a station wagon has declined from seven percent in 2000 to just three percent in 2002 (see figure 2).

American vs. Foreign

The public's interest in some American cars continues to wane, with a four percent drop in chief auto shoppers saying that they will look at a Ford when shopping for their next vehicle (32 percent in 1998 vs. 28 percent in 2002). In contrast, Honda's popularity continues to grow, with a four percent increase from 9 percent to 13 percent in the past two years. Household incomes also play a role in which makes car shoppers consider: lower incomes prefer domestic automobiles while higher incomes prefer foreign.

Nationwide, Customer Focus reveals that 77 percent of total adults surveyed would look at a domestic make when shopping for their next vehicle, while 38 percent would opt for a foreign brand. Foreign cars are particularly sought after on the West Coast (e.g., California, Oregon, Nevada) and Northeastern states (e.g., Maine, New Hampshire and Massachusetts), but don't have the same appeal among Midwesterners (e.g., Kansas, Nebraska and Missouri) (see figures 3 & 4).

SUV Buyers Rely on Research

Adults planning to buy an SUV prove to be serious researchers, using various tools to find out information prior to their purchase. For example, in the past seven days 77 percent of adults planning to buy an SUV have read an ad insert/circular, 72 percent have read a billboard, 59 percent have read direct mail and 55 percent surfed the Net (see figure 5). In addition, Vertis' survey shows that 53 percent of SUV shoppers like to research online before purchasing (compared to 39 percent of total adults) and 47 percent of SUV shoppers research by catalog, compared with the 32 percent who are not planning to buy an SUV (see figure 6).

About Customer Focus 2002

Customer Focus, commissioned by Vertis, is a biannual survey tracking consumer behavior across a wide variety of retail settings including automotive, grocery, department and discount stores, the Internet, and specialty retailers. The survey was first conducted in 1998. In subsequent years, the study has been expanded and modified to identify emerging consumer behavior patterns and track shifts in consumer practices and motivations.

Since its inception, the Customer Focus retail study has proven to be one of the nation's most comprehensive examinations of consumer behavior. The survey of 3,000 adults, conducted by Marshall Marketing and Communication of Pittsburgh, measures both general and industry-specific shopping trends. Vertis provides the survey results as a value-added service to clients in the automotive industry and other market segments, including discount store, home electronics, insurance, finance, non-profit, fragrance, pharmaceutical, furniture and home improvement.

To acquire a customized Customer Focus 2002: Automotive report or speak to a Vertis executive, please contact Donovan Roche or Carla Marshall at 619/234-0345.

About Vertis

Vertis is a global powerhouse for integrated marketing and advertising solutions that seamlessly combine advertising, direct marketing, media, imaging and progressive technology. Headquartered in Baltimore, with production and sales offices throughout the United States and United Kingdom, Vertis generates approximately $1.9 billion in annual revenue and serves local, regional, national and international companies across diverse industries. Vertis' products and services include: consumer and media research, media planning and placement, creative services, digital media production, targetable advertising insert programs, fully integrated direct marketing programs, circulation-building newspaper products and eMarketing.

To learn more about Vertis, visit www.vertisinc.com.