Auto Consumers and YHR

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1. 1,000 1,600 2,900 2,900 3,600 3,600 4,700 0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 5,000 Van or mini-van Full-size car Compact car Midsize car Luxury vehicle (any size) Sport utility vehicle Pickup truck Consumers in 16,500 Yakima county households plan to buy or lease a new vehicle in the next year. Here’s what they’re looking to purchase: vehicle plans to buy or lease next 12 mo. During a typical week, the Yakima Herald Republic reaches 79% of those planning to buy new vehicles. print & online New vehicles Base: 16,500 Yakima County adults planning to buy a new vehicle Source: Yakima County, 2012 & 2011 R2 Scarborough Reports Yakima/Pasco/Richland/Kennewick (Fall 2010 - Fall 2012) Typical week = unduplicated YHR print and online weekly audience reach. Respondents may choose more than one category.
2. Value and selection are the top reasons new vehicle consumers decide where to buy. Primary reason used a dealer to buy or lease last new auto: 1,600 1,300 2,000 2,100 2,500 3,600 4,000 4,300 7,200 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 Other reason Financing through dealer Warranty Location Service Price - value Reputation of dealer Selection of makes/models Price - value New vehicles During a typical week, the Yakima Herald Republic reaches 79% of those planning to buy new vehicles. print & online Typical week = unduplicated YHR print and online weekly audience reach. Respondents may choose more than one category. Base: 16,500 Yakima County adults planning to buy a new vehicle Source: Yakima County, 2012 & 2011 R2 Scarborough Reports Yakima/Pasco/Richland/Kennewick (Fall 2010 - Fall 2012)
3. 2,100 3,600 4,000 5,100 5,600 5,900 11,600 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 Luxury vehicle (any size) Full-size car Van or mini-van Sport utility vehicle Compact car Midsize car Pickup truck Consumers in 32,400 Yakima county households plan to buy a pre-driven vehicle in the next year. Here’s what they’re looking to purchase: During a typical week, the Yakima Herald Republic reaches 86% of those planning to buy used vehicles. print & online Used vehicles Base: 32,400 Yakima County adults planning to buy a used vehicle Source: Yakima County, 2012 & 2011 R2 Scarborough Reports Yakima/Pasco/Richland/Kennewick (Fall 2010 - Fall 2012) Typical week = unduplicated YHR print and online weekly audience reach. Respondents may choose more than one category. pre-driven vehicle plans to buy next 12 mo.
4. 700 1,900 3,000 3,000 3,300 5,300 5,300 10,900 0 2,000 4,000 6,000 8,000 10,000 12,000 Warranty Location Financing through dealer Service Other reason Reputation of dealer Selection of makes/models Price - value Value and selection are the top reasons used auto shoppers choose where to buy. Primary reason used a dealer to buy or lease last new auto: Used vehicles During a typical week, the Yakima Herald Republic reaches 86% of those planning to buy new vehicles. print & online Typical week = unduplicated YHR print and online weekly audience reach. Respondents may choose more than one category. Base: 32,400 Yakima County adults planning to buy a used vehicle Source: Yakima County, 2012 & 2011 R2 Scarborough Reports Yakima/Pasco/Richland/Kennewick (Fall 2010 - Fall 2012)
5. Used vehicles The majority of consumers planning to buy a used auto own at least one auto 10+ years old. Model year of any vehicle owned by those planning to buy a used vehicle 2,600 9,300 19,000 0 5,000 10,000 15,000 20,000 2008 & newer 2004 to 2007 2003 & older Base: 32,400 Yakima County adults planning to buy a used vehicle Source: Yakima County, 2012 & 2011 R2 Scarborough Reports Yakima/Pasco/Richland/Kennewick (Fall 2010 - Fall 2012) This target group of Yakima consumers with older autos may be more motivated to buy. 9 out of 10 of these target consumers are reading the Yakima Herald Republic every week in print and online!
6. Used auto shoppers are more likely to make a purchase close to home, while new auto shoppers are willing to drive a few more miles. Miles traveled for last vehicle purchased, new and used 18% 20% 6% 26% 38% 12% 12% 27% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Less than 10 miles 10 - 19 miles 20 - 29 miles 30 miles or more New Used New & Used vehicles Base: 16,500 adults planning to buy new; 32,400 adults planning to buy used Source: Yakima County, 2012 & 2011 R2 Scarborough Reports Yakima/Pasco/Richland/Kennewick (Fall 2010 - Fall 2012)
7. Local consumers visit several sites where they can browse and research vehicles. Dealers/websites might shop to buy/lease new/usd vhcl (HHLD) 1,200 2,000 2,200 2,600 3,100 3,400 4,300 5,500 5,700 6,500 6,700 7,000 7,400 7,800 7,800 10,100 14,400 0 5,000 10,000 15,000 Other Bud Clary dealership Cars.com Mike Olson Chrysler/Jeep/Dodge Toyota of Tri-Cities Tom Denchel's Ford Country Mid Valley Chrysler/Jeep/Dodge Lee Peterson Buick/Cadillac/GMC Carey Motors YakimaHerald.com/cars or YakimaWheels.com Steve Hahn Auto Group McCurley Integrity Chevrolet/Cadillac Valley Ford/Nissan/Kia Bob Hall's Auto Group Bud Clary Automotive Bud Clary Toyota of Yakima Autotrader.com C. Speck Motors 14,500 YakimaHerald.com visitors intend to purchase vehicles this year. DID YOU KNOW: When compared to all consumers in Yakima county, our online audience is 12% more likely to purchase a vehicle in the next year! Source: Yakima County, 2012 Scarborough Report Yakima/Pasco/Richland/Kennewick R2 Current (Fall 2012) Local auto consumers searching online
8. Plan to buy or lease next 12 months (household) Yakima Herald Republic Yakima Herald Online Top 5 AM Drive Radio Stations Top 5 Prime Time TV Stations New / Leased Vehicle 79% 22% 18% 61% Any Used Vehicle 83% 39% 40% 41% Plan to buy or lease new Compact 71% 23% 10% 32% Full-Size Car 95% 18% 18% 68% Luxury Vehicle (any size) 69% 29% less that 1% 83% Mid-Size Car 91% 29% 48% 61% Pickup Truck 90% 17% 29% 50% Sport Utility Vehicle 74% 58% 20% 85% Van or Mini-Van 24% less that 1% less that 1% 32% Last Vehicle: Bought New 79% 25% 27% 61% Leased 74% 54% 4% 18% Bought Used 70% 28% 33% 41% Yakima Herald Republic: weekly print cume reach; Yakima Herald Online: avg. monthly reach; Radio: weekly cume reach of top 5 stations AM drive time 6-10 am; TV: weekly cume reach of top 5 stations prime time 8-11 pm. The Yakima Herald Republic reaches more auto consumers than other local media! Source: Yakima County, 2012 & 2011 R2 Scarborough Reports Yakima/Pasco/Richland/Kennewick (Fall 2010 - Fall 2012) Auto consumers & local media