Finding No. 7206 – This special Roy Morgan SMS survey was conducted in mid-March (March 16, 2017) in conjunction with the Roy Morgan State of the Nation Report 27 – Focus on Australia’s Automotive Industry with a cross-section of 1,069 Australians aged 18+. Respondents were asked: “Would you buy a car entirely online without going through the traditional dealership process?”
Well-off Australian men are significantly more likely than women to leave the traditional car dealership behind when buying their next vehicle.
Almost half (42%) of Australian men – particularly those in the top socio-economic profile – are prepared to buy a car entirely online compared to just 25% of women and 33% of Australians overall, according to a snap poll by Roy Morgan Research.
Michele Levine, Roy Morgan CEO, believes this is a good indicator of the reach of the digital revolution.
“Men and their cars form part of Aussie culture, particularly the process of kicking tyres in a car dealership.
“But that tradition is under threat as Australians shift their lives increasingly online,” she said.
Finding No. 7206 – This special Roy Morgan Snap SMS Poll was conducted in mid-March (March 16, 2017) in conjunction with the Roy Morgan State of the Nation Report 27 – Focus on Australia’s Automotive Industry with a cross-section of 1,069 Australians aged 18+. Respondents were asked: “Would you buy a car entirely online without going through the traditional dealership process?”
Roy Morgan Snap SMS Poll: Would you buy a car entirely online?
Australians 18+: Yes (33%) cf. no (67%).
Analysis by Gender
- Men: Yes (42%) cf. no (58%).
- Women: Yes (25%) cf. no (75%);
Analysis by Age
- 18-24yr olds: Yes (36%) cf. no (64%);
- 25-34yr olds: Yes (37%) cf. no (63%);
- 35-49yr olds: Yes (37%) cf. no (63%);
- 50-64yr olds: Yes (33%) cf. no (67%);
- 65+yr olds: Yes (23%) cf. no (77%).
Analysis by State
- New South Wales: Yes (35%) cf. no (65%);
- Victoria: Yes (38%) cf. no (62%);
- Queensland: Yes (36%) cf. no (64%);
- Western Australia: Yes (22%) cf. no (78%);
- South Australia: Yes (20%) cf. no (80%);
- Tasmania: Yes (23%) cf. no (77%).
Analysis by Capital City/ Country Regions
- Capital City: Yes (33%) cf. no (67%);
- Country: Yes (34%) cf. no (66%).
Analysis by Socio-Economic Status
- AB: Yes (42%) cf. no (58%);
- C: Yes (34%) cf. no (66%);
- D: Yes (29%) cf. no (71%);
- E: Yes (27%) cf. no (73%);
- FG: Yes (24%) cf. no (76%).
Results analysed by Roy Morgan Helix Personas are available on a subscription basis.
www.HelixPersonas.com.au.
Click here to see the key findings of the Roy Morgan State of the Nation Report 27 – Focus on Australia’s Automotive Industry.
For further information:
|
Contact
|
Office
|
Mobile
|
|
Michele Levine:
|
+61 3 9224 5215
|
+61 411 129 093
|
Question:
Australians were asked: “Would you buy a car entirely online without going through the traditional dealership process?” (March 16, 2017):
| |
Total
|
Gender
|
Age
|
|
Men
|
Women
|
18-24
|
25-34
|
35-49
|
50-64
|
65+
|
|
|
%
|
%
|
%
|
%
|
%
|
%
|
%
|
%
|
|
Yes
|
33
|
42
|
25
|
36
|
37
|
37
|
33
|
23
|
|
No
|
67
|
58
|
75
|
64
|
63
|
63
|
67
|
77
|
|
Total
|
100
|
100
|
100
|
100
|
100
|
100
|
100
|
100
|
|
|
|
State
|
Region
|
|
|
Total
|
NSW
|
VIC
|
QLD
|
WA
|
SA
|
TAS
|
City
|
Country
|
|
|
%
|
%
|
%
|
%
|
%
|
%
|
%
|
%
|
%
|
|
Yes
|
33
|
35
|
38
|
36
|
22
|
20
|
23
|
33
|
34
|
|
No
|
67
|
65
|
62
|
64
|
78
|
80
|
77
|
67
|
66
|
|
Total
|
100
|
100
|
100
|
100
|
100
|
100
|
100
|
100
|
100
|
|
|
|
Socio-Economic Quintile
|
|
|
Total
|
AB
|
C
|
D
|
E
|
FG
|
|
|
%
|
%
|
%
|
%
|
%
|
%
|
|
Yes
|
33
|
42
|
34
|
29
|
27
|
24
|
|
No
|
67
|
58
|
66
|
71
|
73
|
76
|
|
Total
|
100
|
100
|
100
|
100
|
100
|
100
|
Margin of Error
The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. The following table gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. The figures are approximate and for general guidance only, and assume a simple random sample. Allowance for design effects (such as stratification and weighting) should be made as appropriate.
|
Sample Size
|
Percentage Estimate
|
|
40%-60%
|
25% or 75%
|
10% or 90%
|
5% or 95%
|
|
1,000
|
±3.2
|
±2.7
|
±1.9
|
±1.4
|