Suffolk residents are a county of car lovers – they are more likely to have a car licence, more likely to choose to drive than take public transport, more likely to commute by car and are more likely to be interested in motoring topics in newspapers than the UK average. They are also more likely to buy a second-hand car as their main car than average, which is good news for a dealership such as John Grose. With a higher than average amount of miles driven per year, we can assume that, perhaps due to the largely rural nature of the county, that Suffolk residents are dependent on their cars. It is also worth noting that the county is 8% more likely to purchase a car via the Motability Scheme – almost 60,000 have purchased in this way before. The main criteria that residents opt for when buying a car are reliability, price, fuel economy and comfort. Almost a third look for reviews before purchasing, but almost 40% state that visiting a showroom is their main source of information. We see that approx. 16,000 individuals cite newspaper articles as their main source of information when buying, which is good news for our relationships with John Grose. In fact, 11% of the county pay most attention to newspaper ads and 8% find them most useful when making purchasing decisions. When we look at intentions to buy, Suffolk residents are looking for the right products. 12% intend to buy a Ford, 6% a Peugeot and 5% a Kia. All of these are more likely than average, with 49%, 58% and 60% respectively – this is great news for John Grose as we know that the county is intending to purchase the brands on offer – we just need to drive them to the business and help them discover John Grose when they are in-market to buy. Just as encouraging is that 24% find online ads most helpful. When we look at our online audience, we see that they over index on all of the automotive sectors – visitors to the eadt.co.uk website are more likely than the average internet user to consume motors related content online. They are 1.56x more likely to consume automotive content, but the most over-indexing segment is for vehicles/hybrids - they are consuming content around specific vehicles and around hybrids. Encouragingly, they are 2.24x more likely to own a Ford, 2.25x more likely to own a Peugeot, and 2.38x more likely to own a Citroen than the UK average. When we look at John Grose search terms in Keyword Planner, we see high average search terms, with ‘John Grose’ seeing 1,600 searches on average per month – which is excellent. The search term ‘John Grose Ford’ is also high, with 720 searches per month on average, but ‘John Grose used cars’ has a much lower 110. At the lower end are terms such as ‘John Grose Peugeot’ with 90, ‘John Grose Motability’, ‘John Grose cars’ and ‘John Grose cars Ipswich’ garnering just 10 searches per month. It seems that the public are aware of the business and sees John Grose as a Ford specialist, but other car makes on offer are seemingly struggling to gain recognition. Perhaps the online presence of the dealership needs to be raised, with solid content marketing and brand awareness, we could see an increase in searches, especially for their other manufacturer brands and their Motability offerings. Blanket terms such as ‘used cars Ipswich’ are gathering 1,000 searches a month. Our print and digital portfolios are well suited to John Grose, with consumers engaging very well with motors content and stating strong affinities to their car brands and motoring news in general. We know from the figures below that our online audience are seeking out and engaging with motoring content and are more likely than average to consume relevant content. Suffolk residents Pop. Approx. 600k Demographics → 49% male → 51% female → Mean age 49 → 53% are ABC1 → 21% are single → 68% are married/living as a couple → 10% are separated/divorced → 33% work full time → 25% are retired → 31% have children in the household → Mean family income before tax of £31k Driving → Around 468,000 (78%) hold a driving licence, which is 16% more likely than the UK average → 70% would choose to drive over public transport, which is 16% more likely than the UK average → 9% are either fairly or very interested in motoring topics in magazines, which is approx. 53k individuals → 12% are interested in motoring topics in newspapers, which is 40% more likely than the UK average → 48% buy second-hand as their main car, which is 29% more likely than the UK average and is approx. 287,000 individuals → 22% buy new as their main car, which is approx. 133,000 individuals → 31% (around 186k) travel to work via car, which is 4% more likely than the UK average → The average amount of miles driven each year is 8,741, the UK average is 7,589 Why they bought their car… → 46% bought their main car out of necessity, which is around 277,000 → 24% bought for pleasure, which is 15% more likely than the UK average → 27% bought with a particular model in mind before looking, which is 29% more likely than the UK average What was the main criteria for choosing their car? → 34% choose based on build quality, which is 5% more likely than the UK average → 45% choose based on comfort, which is 27% more likely than the UK average → 15% choose based on company reputation, which is 4% more likely than the UK average → 46% choose based on fuel consumption, which is 27% more likely than the UK average → 6% choose based on innovation, which is 11% more likely than the UK average → 15% choose based on insurance premiums, which is 17% more likely than the UK average → 19% choose based on interior space, which is 8% more likely than the UK average → 12% choose based on length of warranty, which is 14% more likely than the UK average → 9% choose based on locality, which is 8% more likely than the UK average → 8% choose based on personal recommendations, which is 18% more likely than the UK average → 48% choose based on price, which is 20% more likely than the UK average → 51% choose based on reliability, which is 22% more likely than the UK average → 28% choose based on safety features, which is 30% more likely than the UK average → 39% choose based on servicing costs, which is 11% more likely than the UK average → 19% choose based interior space, which is 8% more likely than the UK average What information did they seek before purchasing? → 27% cite user reviews as a source of information when purchasing, which is approx. 56,000 individuals, but is almost 10% less likely than the UK average → 15% cite friends & family recommendations as a source of information when purchasing, which is approx. 92,000 individuals, and 37% more likely than the UK average → 3% cite newspaper articles as a source of information when purchasing, which is approx. 16,000 individuals, and 50% more likely than the UK average → 12% cite manufacturers websites as a source of information when purchasing, which is approx. 70,000 individuals, but is 35% less likely than the UK average → 13% cite other websites as a source of information when purchasing, which is approx. 76,000 individuals, but is 14% less likely than the UK average → 38% cite visits to showrooms as a source of information when purchasing, which is approx. 227,000 individuals, and is 2% more than the UK average → Almost 50% take 1 month or less to make a car purchasing decision, which is 24% more likely than the UK average → Mean number of cars owed 1.49 – the UK average is 1.45 → 17% (approx. 100,000 individuals) purchased their car from a second-hand dealership, which is 21% more likely than the UK average Where did they buy from? → 33% purchased from the main dealership, which is 3% less likely than the UK average → 31% part-exchanged a car when buying, which is 3% more likely than the UK average How often do they buy? The UK average for owning a car is 5 ½ years Suffolk residents own theirs slightly longer, with an average of 5.69 years East Anglia is roughly the same at 5.66 years → 1.6% of Suffolk residents intend to change their car in the next 3 months → 5% intend to change in 4 – 6 months, which is 38% more likely than the UK average → 6% intend to change in 7 – 12 months, which is 36% more likely than the UK average → 11% intend to change in the next 1 – 2 years Finance → Have a mean expenditure on a main car of £9,826 – the UK average is £12,000 → 3% arrange finance through a dealership, which is almost 10% less likely than the UK average → 1.6% of people in East Anglia (59,000) have paid for a car through a Motability Scheme, which is 8% more likely than the UK average Transmission → 17% have an automatic as their main car, which is 14% more likely than the UK average → 56% have a manual as their main car, which is 19% more likely than the UK average Fuel & engine size → 26% have a diesel, which is 24% more likely than the UK average → 45% have a petrol, which is 18% more likely than the UK average → The majority have an engine size of 1.6 to 1.9 litre, which is approx. 119,000 Intention to buy → 12% intend to buy a Ford, which is 49% more likely than the UK average → 6% intend to buy a Peugeot, which is 58% more likely than the UK average → 5% intend to buy a Kia, which is 60% more likely than the UK average Attitudes towards advertising → 11% (approx. 67,000) pay most attention to newspaper adverts, which is 10% more likely than the UK average → 7% (approx. 39,000) pay most attention to magazine adverts, which is 2% more likely than the UK average → 11% (approx. 67,000) pay most attention to online adverts → 8% (approx. 46,000) find newspaper adverts the most helpful when purchasing → 6% (approx. 34,000) find magazine adverts the most helpful when purchasing → 24% (approx. 143,000) find online adverts the most helpful when purchasing The EADT online audience over index on all of the automotive sectors – our readers are more likely than the average internet user to consume motors related content online. They are 1.56x more likely to consume automotive content, but the most over-indexing segment is for vehicles/hybrids - they are consuming content around specific vehicles and around hybrids. Interestingly, they are 1.47x more likely to own a Volvo. Any advertising by John Grose within our eadt.co.uk website, would be met with keen engagement by our readers. Keyword planner – results 01 January 2019 - 31 December 2019 used cars suffolk 210 Avg. used car dealerships 210 monthly Keyword searches riverside autos stowmarket 210 john grose 1600 second hand cars ipswich 210 john grose ford 720 car sales lowestoft 210 john grose used cars 110 used car dealers ipswich 210 john grose peugeot ipswich 90 ford dealership near me 170 john grose ipswich used cars 40 ford used cars 170 john grose body shop 20 gumtree suffolk cars 170 john grose cars 10 cars ipswich 170 john grose cars ipswich 10 stowmarket car sales 170 john grose motability 10 cars for sale in felixstowe 170 car dealers suffolk 140 Suggested keywords new car deals 140 used cars ipswich 1000 ford dealership 140 car store ipswich 1000 used ford 140 car dealers ipswich 880 trade price cars 140 car sales ipswich 880 haverhill car sales 140 car dealerships near me 720 second hand car dealers ipswich used cars 140 john grose ford 720 used car sales bury st edmunds 140 car dealerships 590 cars for sale stowmarket 140 evans halshaw ipswich 590 cheap cars for sale near me 110 car supermarket 480 bmw dealership 110 used cars bury st edmunds 480 nissan dealership 110 cars for sale suffolk 390 aa cars for sale 110 gumtree cars ipswich 390 john grose used cars 110 used cars for sale ipswich 390 auto devotion ipswich 110 used cars for sale near me 320 autotrader ipswich 110 suffolk cars 320 car sales suffolk 110 car sales bury st edmunds 320 car dealers lowestoft 110 car garages ipswich 320 cheap cars for sale ipswich 110 cars for sale bury st edmunds 320 toyota dealership 90 car dealers bury st edmunds 320 audi dealership 90 used car dealerships near me 260 vw dealership 90
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