How Mini owners like to make a big splash
The Mini remains one of the most iconic symbols of Britain, even if it is now ultimately German-owned. And as it celebrates its 60th birthday, we take a look at Mini owners and how they are different to the owners of other makes of car.
Our latest TGI Consumer Data shows that 1% of car owning adults (half a million people) in Great Britain claim to own a Mini.
Mini owners particularly likely to be in a multi-car household
Mini owners are considerably more likely than the average car owner to own a Mini as one of a number of cars they own. Only a third of Mini owners have one car, whilst 57% have two cars, making them 84% more likely than the average car owner to do so. 10% of Mini owners have three or more cars, making them over twice as likely to do so as the average car owner.
This is particularly important to those involved in automotive marketing to understand that Mini owners are often not just responsible for the one car, but may well have a variety of vehicles for different purposes.
Particularly likely to prefer their car new – but then they can afford to
They are also well placed to buy new over second hand. Mini owners are 27% more likely than other car owners to have bought their car new. They are also are over twice as likely to enjoy a family income of £75,000 or more and 36% more likely to be in the top (AB) social grades.
Not likely to be trying to squeeze a family of five into the car
Not known for being the most family friendly-sized car, it is perhaps to be expected that the life stage groups Mini owners are particularly likely to be in are those without children at home – something that will have a profound impact on the most appropriate kind of messaging for the brand.
TGI Consumer Data shows they are 85% more likely than the average car owner to be in the ‘Flown the Nest’ TGI Lifestage Group (aged 15-34, not married/living as couple and do not live with relations) and 48% more likely to be ‘Unconstrained Couples’ (aged 35-54, married/living as couple, do not live with son/daughter).
For Mini owners, style is everything
More than for car owners generally, Mini owners are very keen to be seen, look great and spend to get what they want. They are 66% more likely to agree that they would choose a car mainly on the basis of its looks and 63% more likely to believe that their car should express their personality – a good fit then for the style and idiosyncrasies of the Mini.
They are also 65% more likely to say they like to go to trendy places to eat and drink, 59% more likely to like to keep up with the latest fashions and 51% more likely to say they have expensive tastes.
Mobile internet and outdoor advertising can be efficient ways to reach Mini owners
Mini owners are particularly likely to be amongst the top fifth of consumers of both mobile internet (35% more likely than the average car owner) and outdoor media (26% more likely).
When it comes to their mobiles, the TGI Consumer Data shows they are 39% more likely than the average car owner to use it to listen to the radio, 25% more likely to play games and 20% more likely to watch videos.
For outdoor media they are 67% more likely to have seen advertising on ticket barriers at train stations ‘in the past week’ and 56% more likely to have seen advertising at motorway service stations.