For more information, go to www.newspaperscanada.ca

TRUSTED Ι CONNECTED Ι TARGETED

Source: Totum Research, February 2016; *in the past 2 years**Websites excluding Newspaper and Auto Manufacturer, Model and Retailer sites ^Autotrader, Kijiji etc.

NEWSPAPER MEDIA DRIVE AUTOMOTIVE SALESNEW CAR BUYERS: MILLENNIALS

AUTO ADS IN PRINTED NEWSPAPERS

AUTO ADS ON NEWSPAPER WEBSITES

AUTO ADS ON NONAUTO WEBSITES

65% 37% 35% Two thirds (65%) of Millennials are reading the automotive ads in their printed newspapers.

37% of Millennials read auto ads in digital newspapers.

AUTOMOTIVE PURCHASE CYCLE

Less than a month 1-3 months 7+ months4-6 months

40%

38%

18%

4%

Average2.4 months

SOCIAL MEDIA USAGE

Communicate with friends/Share photos

and videos

Look at ads for other products

Read manufacturer's product information

Look at automotive ads

95%

12%

19% 20%

MEDIA INFLUENCE IN THE AUTOMOTIVE PATH TO PURCHASE

TV NON-AUTOWEBSITES**

MAGAZINESNEWSPAPERS

6051

43 42

PATH TOPURCHASE

AUTO SALES MEDIA^

RADIO SOCIAL MEDIA

3726 25

Media is one of the key drivers of influence during the auto path to purchase.

Potential consumers move in and out of the various stages as they navigate their vehicle purchase.

60% of New Car Buyers are influenced by Newspapers.

Almost half (47%) of all recent new car buyers* report being influenced by some form of media throughout the process.

General Auto Information

Authoritative Reviews of New Cars Car Photo Galleries Comparing Prices Making Final

Purchase Decisions Deciding Where to

Buy/LeaseSpecific Auto

InformationDeciding Make

of Vehicle

AUTOMOTIVE PURCHASE DECISION MAKING NEWSPAPERS ARE GOOD FOR ...

64%59%

43%

52%58% 57%

46%53%

For more information, go to www.newspaperscanada.ca

TRUSTED Ι CONNECTED Ι TARGETED

Source: Totum Research, February 2016; *in the past 2 years**Websites excluding Newspaper and Auto Manufacturer, Model and Retailer sites ^Autotrader, Kijiji etc.

NEWSPAPER MEDIA DRIVE AUTOMOTIVE SALESNEW CAR BUYERS: MILLENNIALS

AUTOMOTIVE PATH TO PURCHASEConsumers navigating the automotive purchase process in today’s world are presented with an increasing number of options and media influences.

STAGE 1CONSIDERING VEHICLE

PURCHASE/LEASE

STAGE 2RESEARCHING

OPTIONS

STAGE 3READY TO MAKE

PURCHASE DECISION

In the early stage of the purchase process many potential new car buyers start with a specific brand in mind. Newspapers top the list of media that influence Millennials at this stage.

In stage 2 potential new car buyers are doing research into different manufacturers, brands and models. Less than a quarter of shoppers buy the first vehicle they research. Again, newspapers top the list of media that influence Millennials at this stage.

In the final stage potential new car buyers are ready to make their purchase. Decisions about financing and dealers need to be made at this stage. Newspapers top the list of media that influence Millennials, followed by TV and magazines.

Newspapers (print + digital) 39% Newspapers

(print + digital) 38% Newspapers (print + digital) 32%

TV (stations + digital)

24%Magazines (print + digital) 31%

27% TV (stations + digital)

27%

METHODOLOGYStudy: Survey of 2,408 Canadian adults onlineSupplier: Totum Research/yconic on behalf of Newspapers CanadaTiming: Fieldwork – January/February 2016Sample: Nationally balanced sample (West, Ontario, Quebec, Atlantic)Language: English and FrenchTargets: Age and gender targets were applied to ensure valid representationMargin of Error: ±2.0% at the 95% confidence level

2,408 CANADIANS SURVEYED467 BUYERS OF NEW VEHICLES IN PAST 2 YEARS

NATIONALLY REPRESENTATIVE SAMPLEMen 50%, Women 50%

18-34: 29%, 35-54: 37%, 55-64: 16%, 65+ 18% West 31%, Ontario 39%, Quebec 23%, Atlantic 7%

35% 29%

Auto Sales Media (eg. Autotrader, Kijiji)

Magazines (print + digital)

Auto Sales Media (eg. Autotrader, Kijiji)