Snap is trying to rev up the advertising dollars it’s getting from the automotive sector, even though eight out of the top 10 global carmakers ran campaigns on Snapchat in 2016, according to the company. At the same time, the mobile player, which reported $150 million in first-quarter earnings, needs to do even better to satisfy Wall Street investors.
To extract bigger budgets from the category in the past month, Snap’s sales team has been touring U.S. automakers and making presentations. At the core of the research portion of their slideshow have been statistics born from a Snap-commissioned survey by Kantar Vermeer of more than 1,000 American consumers. Snap also worked with Oracle Data Cloud to compare auto purchasing data from 2016 by Snapchatters to the U.S. national average.
The study examines the differences between Snapchatters and non-Snapchatters when it comes to their decisions leading up to buying a car. Here are eight of the most interesting data points from the research:
- Forty-three percent of Snapchatters were currently in the “auto decision journey”—which entails auto purchasers in the last 12 months, auto intenders in the next 12 months or, if respondents are under 25, influencers of a household’s past or intended purchase within this time frame.
- About 10 percent of Snapchatters plan to buy an automobile in the next year.
- More than 90 percent of Snapchatters shopping for cars were undecided.
- Last year, Snapchatters either bought or leased 4.8 million new automobiles.
- Auto brand preference grows about 60 percent from age 13 to 34.
- Snapchatters consider seven auto brands when shopping for cars versus four for non-Snapchatters.
- Forty-three percent of Snapchatters visited multiple dealerships before buying a car compared with 28 percent for non-Snapchatters.
- More than 80 percent of U.S. Snapchat users of driving age have a driver’s license.