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SOURCE J.D. Power
WESTLAKE VILLAGE, Calif., July 30, 2014 /PRNewswire/ -- Drivers of new vehicles are not replacing traditional media with the Internet, but they are accessing traditional media content through alternative digital channels, according to the recently released J.D. Power 2014 U.S. Automotive Media and Marketing ReportSM -Summer.
The report has been conducted since 1987 and provides a comprehensive strategic perspective on the factors that influence new-vehicle purchases, as well as attitudinal, lifestyle, recreational and media consumption behaviors. This year, the report has been expanded to include digital media consumption habits, including using search engines, social media sites and music/video sites.
"The Internet is often viewed as an alternative to traditional media, yet the Internet should be viewed as an additional medium on which to consume such traditional media as magazine, newspaper and television content, in addition to other digital content," said Arianne Walker, senior director, automotive media & marketing at J.D. Power. "The proliferation of device usage to consume traditional media content means that automakers can take advantage of integrated marketing programs offered by media outlets in order to reach consumers across all modes of content."
While the vast majority (93%) of new-vehicle drivers still use a computer for accessing the Internet for personal use, many access the Internet on a smartphone (57%) or a tablet (45%).
The 2014 U.S. Automotive Media and Marketing Report-Summer is based on a nationwide survey of 31,200 principal drivers of recently purchased or leased new vehicles. The report is based on drivers who acquired their vehicle between November 2012 and October 2013.
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