Snacks, chats and rock n’ roll! AutoTrader unveils what really drives South Africa
South Africa’s motoring authority surveys 3,500 South Africans; unlocks unprecedented vehicle behaviour data
Today sees the launch of AutoTrader data that reiterates South Africa is akin to a movie, based on the snacks, chats, rock n’ roll, and even childbirth our customers have experienced in their cars in the past month.
Mzansi ranks as one of the highest countries in the world in terms of average time spent in a car. According to a recent News24 article, the average South African spends 16 days commuting to and from work per year.
“We surveyed 3,500 South Africans to determine new insights into the activities that our customers participate in to keep themselves occupied when they are behind the wheel.” says George Mienie, CEO at AutoTrader.
Around 48.4% used the time to have a deep, meaningful conversation with themselves. 27% cheated on a loved one with a sneaky snack, compared to the 8% who indulged in a not suitable for work (NSFW) kind of snack, and 34% lived out a popstar fantasy by belting out their favourite tunes.
Only 4% trusted their amateur make-up artistry on the move, while 47 people or 1.3% of respondents, were forced to give birth en route to a hospital.
“Our cars are our quintessential ‘Happy Place’” as Miene adds. “This insight, and human truth, coupled with the research data, inspired our latest campaign and series of ads with the first ad attracting over nine million views and 32,000 engagements on social media alone thus far. With the second one that went live this past weekend ahead of the national team’s defense of the Rugby Championship.”
Spoiler: We’ll be releasing a social post soon on how to build your own bakkuzzi for the Summer season ahead. Enjoy the ad here:
Angelique Lynch, Marketing Director of AutoTrader, concludes, “Whether you’re snacking, pouting to apply your make-up, or rocking out in your car, search for your Happy Place on AutoTrader.”
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