The study involved 10 auto shows all in different regions with aggregate data representing nearly 1 million auto show attendees. This collaboration is a first step in the right direction of providing manufacturers with the metrics and data they’ve been seeking for a long time from shows. The report elaborates further on the new insights to showcase the undeniable marketing impact that auto shows have on consumers. The recently completed research initiative conducted by Productions Plus, which involved 14,908 auto show attendees located throughout the U.S., provides vital insights into the consumer vehicle research process and the indispensable role that in-person marketing and educational experiences, like auto shows, provide. The data, collected from consumers at 10 different auto shows nationwide, represents 920,316 auto show attendees in regions quantifying 1.6 million new retail light vehicle registrations, per Experian Automotive data. Highlights include: 9.2 Million Consumer Hands-on Vehicle Experiences • Consumers average 2.8 hours on the show floor, visit 8.6 OEM exhibits and sit in/experience 10.1 vehicles during their auto show visit. These figures equate to 2.5 million hours spent on the show floor, 7.9 million display visits and 9.2 million vehicles experienced firsthand. • 74% of all attendees (681,034) come to learn about vehicle technologies and see the latest vehicle offerings. • 42% of all attendees (386,532) indicate they are more likely to purchase a vehicle they test drive or ride in onsite. • 64% of all attendees nationwide (589,000) are between the ages of 22-55. • 94% of all attendees (865,097) were hoping to see a brand that was not onsite. CATA UP TO SPEED 15
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