Professional Community for Car Dealers, Marketing, Advertising and Sales Leaders
Jumpstart Automotive Media, a leading media, insights, and marketing solutions company, today released its monthly share of shopper interest data. The report reveals that there is recent growth in interest for the Entry Luxury Sedan segment, but the segment is also drawing interest in other similar segments (Midsize Sedans, Midsize luxury Sedan), making it one of today’s larger cross-shopped categories.
As the number one most-shopped luxury segment on Jumpstart sites, the share of interest for the Entry Luxury Sedan segment is showing a 9% increase compared with last year. Conversely, loyalty for this segment is down 7% from the same time last year, and it dropped 4% from Q1 to Q2 in 2017. “As interest grows in this segment, there’s also competition from other cross-shopped segments that is diminishing loyalty for Entry Luxury Sedan shoppers, such as Midsize Luxury Sedan and Midsize Sedan,” said Aline Hilsabeck, senior director, strategic insights & analytics at Jumpstart.
A new bevy of vehicle and model options continues to add choices and create competition for shopper interest today. What’s more, new model reveals, such as the Honda Accord, are generating renewed excitement for the Midsize Sedan category, which was once arguably the most popular segment for shoppers before SUVs and Crossovers lured more of the American shopper interest. Midsize Sedans also have the highest number of hybrid models with year-over-year shopper growth of 37%, drawing even more options for shoppers. Jumpstart has been seeing increasing attention in the luxury segment, which explains why Midsize Luxury Sedan would also be an interest for Entry Luxury Sedan shoppers.
“All the varying vehicle sizes, as well as alternate fuel options, are giving today’s shoppers a tremendous amount of options to choose from,” added Hilsabeck. “This certainly explains why there is a lot of interest for entry luxury, but why it’s also seeing some of the biggest increases in cross-shopping today.”
Jumpstart’s Path to Purchase Reports
Jumpstart analyzes share of shopper interest regularly to gain insight into what consumers are considering when researching their next vehicle purchase, as well as how long it takes them to make a decision and how media influences their shopping process. These insights are based on the shopping patterns of more than 17 million in-market auto shoppers who are researching vehicles across the company’s portfolio of automotive publishers.
Jumpstart Automotive Media, a division of Hearst Autos, offers high-impact and performance-driven marketing and advertising solutions that achieve optimum results. An industry thought-leader known for its in-depth shopping reports, Jumpstart connects automotive marketers with one of the largest, high-performing audience of car shoppers and enthusiasts through partnerships with: Car and Driver, U.S. News Best Cars, J.D. Power Cars, NADAguides, Autoweek.com, Autobytel, Autolist.com, Daily News Autos, LeftLaneNews.com, CarSoup, CarBuzz, and CarStory.