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Auto Enthusiasts
This group is regularly reviewing car content, in particular information on forthcoming car shows, 'how to' articles on modifying and tuning cars, visiting auto enthusiast sites and seeking out relevant forums as well as contributing to auto related blogs. |
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City Car Buyers
These people are looking for a small car they intend to use primarily in an urban area. This may be a second car or one that is more practical and fuel efficient for urban driving. They are actively reading reviews and researching information around small cars and minis that fit in with their lifestyles and environment. |
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Executive Buyers
Very much a C-suite level group, this segment is visiting and researching car sites and content into executive car marques (e.g. BMW, Mercedes Benz, Jaguar, Lexus etc.) by visiting sites and content around these brands. Their lifestyles reflect the business executive – regular business travellers that are also reading business content and interested in high end sports. |
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Economy Drivers
These people are constantly researching on budget, fuel efficient driving, cheapest car insurance and cheap maintenance. |
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Family Car Buyers
This in-market segment is viewing sites and content around MPVs and family cars (e.g. Focus, Megane, Astra etc.) as well as browsing sites that are indicative of a family (for example family holidays and days out). |
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4x4 Drivers
This more upmarket segment shows a real interest in 4x4 and off-road vehicles, searching and researching content around relevant makes and models (e.g. Land Rover, Range Rover) as well as off-roading. |
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Hybrid Shoppers
This group's lifestyle reflects a real interest in the environment, directly researching into hybrid, green and compact cars (e.g. Prius, Auris) as well as viewing and seeking content around the environment, green issues and eco-friendly/green living. |
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In-market Car Buyers
This segment consists of shoppers who are currently in the research and consideration stages of the purchase funnel. As well as actively researching cars, viewing specific car content and reviews multiple times in a short recency window across automotive sites and sections, they are also carrying out searches around relevant criteria, including car insurance and car loans. |
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Luxury/Performance Car Enthusiasts
This group is obsessed with all things luxury/performance car-related. Be it Aston Martin, Ferrari, Lamborghini, Porsche or any of the other leading marques, this high end segment is reading content on specific marques, track days, performance comparison articles etc. |
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Motorcycle Shoppers
Motorcycle Shoppers are actively researching into content on motorcycling, both from an ownership and interest perspective. As well as browsing content around bike reviews and visiting bike shopping sites they are looking at a range of bike related information including loans, insurance, clothing and motorcycle rideout routes and events. |
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Truck and Van Buyers
Researching specific model information and reviews across automotive sites, this segment also encompasses small and medium business owners and related SIC codes. |
