ROCHESTER HILLS, Mich., March 21, 2014 (GLOBE NEWSWIRE) -- The Dallas/Ft. Worth Auto Show drew an affluent, educated crowd who were at the Dallas Convention Center to shop vehicles. "Almost 70% of the show visitors have a Bachelor's degree or more – that's over two times the education levels of the population in the market," said Steve Bruyn, CEO of Foresight Research. "And 43% have a household income above $100,000, compared to about a third of the population in that area."
These folks are shopping for vehicles. Sixty percent say that messages about shopping influenced them to attend the show ("Great opportunity to compare vehicles and shop before going to a dealer"), and 57% intend to buy a vehicle in the next six months. Over a third added a brand to their consideration list of vehicles.
Contrary to popular perception, these Texas shoppers are not all about trucks. Almost two in five visitors participated in ride & drives at the show, with Ford and pickup-less Cadillac drawing the same 13% participation. When asked to name the most impressive displays at the show, brands primarily known for cars, like Cadillac, Mercedes-Benz, BMW, and Lexus topped the list right up there with Ford.
Whether they were car owners or truck owners, attending to shop or there for the fun, the Dallas show was a positive experience for visitors, who spent over three hours at the show on average. "Over two thirds gave this show top ratings for 'overall experience' and we consider that a very strong showing," said Foresight's Bruyn.
About Foresight Research – www.foresightresearch.com
Foresight Research specializes in syndicated and custom studies focusing on the key influencers of purchase decisions in automotive and marine industries. Since 2008, Foresight Research publishes several syndicated reports each year that provide information, strategies and best practices to help auto companies and their partners build, frame, and support marketing insights and actions.