Consumer behavior insights for the auto industry – Roots

Residents of Ballito and surrounds are not prepared to travel more than 11 minutes on average to buy a car.

That’s compared to an average of 21 minutes for other small metros.

This was one of the findings in the Roots 2019 survey results.

Roots is South Africa’s largest urban community quantitative survey, undertaken by independent research house, Kantar TNS.

It documents the results of face-to-face interviews representing 967 000 shopping decision makers countrywide, and 19 000 on the North Coast.

The data gathered from the survey could prove useful for businesses in the Ballito area.

For example, the survey revealed that only 24 percent of people in Ballito and surrounds have car insurance, while 92 percent have at least one car in the household.

The top two car insurers are Budget (four percent) and Outsurance (three percent).

Other interesting outcomes of the survey: in the past 12 months, 31 percent of people had their car serviced, 26 percent bought a new or second-hand car, 19 percent bought tyres, and six percent bought auto parts.

Roots also produced some data on car websites and it was found that awareness of car websites is very low.

Participants were asked what car websites they knew, without being told any names.

71 percent of people on the North Coast answered that they knew none. 14 percent answered with a car dealer’s website, for example BMW.

The best-known websites were Autodealer, Cars and Carfind, with seven percent of people naming each of them, closely followed by Gumtree at six percent.

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