REPORT: Flyers spend more on cars

OutdoorMediaCentre, February, 2011

Research shows flyers spend more on cars

LONDON—Recently published research* has given new insight into the car purchasing habits of UK flyers. The report finds that UK flyers spend more than the national average on their last main car and also plan to spend more on their next car purchase.

On average, flyers who were surveyed:

•  Spent over £12k on their last main car (almost £2k more than the national average)
•  Plan to increase spend on their next main car purchase by 30% to almost £16k

Additionally, flyers indicated their next car purchase could happen soon, with 22 per cent planning to buy a new car in the next 12 months.

Almost half of those surveyed said the final decision on make and model rests with them, while 45 per cent said that they would share the decision with their partner. When flyers do make their decision, price, reliability and safety are the top three influencing factors.

Jens Tangen, Head of Sales at Brandspace Experiential said:

“These are certainly welcome findings, and they go towards rubber-stamping what we have long-suspected - that UK flyers have a naturally high propensity to purchase cars, and at a higher value than non-flyers. Airports provide a relaxed setting where consumers are in a relaxed frame of mind. When coupled with the naturally high dwell-times offered by Airports, this means that destinaiton media can considerably influence purchasing behaviour of consumers - particularly when it comes to automotive purchases.”

Brandspace owns the Brandspace Experiential rights to some of the UK’s busiest airports including Gatwick, London Heathrow (including Terminal 5) and Stansted.

*Research conducted online in December 2010 amongst over 500 EYE Flyers from across EYE’s portfolio of UK airports.