Waze knows: The drivers of today and what’s fuelling their purchasing decisions

The car door shuts. The ignition starts. A driver sets off on their journey to a predefined destination. As an advertiser, have you already missed your best opportunity to influence this individual? Or are you looking at a valuable captured prospect?

This is a critical question for brands looking to reach the on-the-go driving category – and it’s one this report seeks to answer.

Other big questions marketing decision makers need to be considering.

The landscape for drivers has altered over the past two years. The COVID-19 pandemic has led to long-lasting lifestyle changes for many, energy costs and inflation are hitting consumers in the pocket, and fuel costs are at record highs. Old assumptions about drivers, the way they behave and their motivations for doing so, can no longer be relied upon to base informed advertising decisions on.

It’s time to take a fresh look. How has driving to the shops been impacted by the rise in e-commerce? What kind of buying spontaneity are drivers showing when they are in their cars? How powerful is advertising to consumers on-the-move? As a result of research – drawn from an online survey conducted on our behalf by Ipsos, and our own data – Waze knows the answer to these and many other important questions.

How marketers can succeed in reaching on-the-go drivers

This report reveals that consumers’ relationship with the car is changing. And this has big implications for how advertisers engage on-the-go drivers.

  • The car is an essential purchase enabler: This can be seen by almost nine in 10 drivers using the car for everyday essentials such as groceries, as well as in the preference rates for driving to the shops over e-commerce purchases. For many, the car and the purchase go hand-in-hand.

  • Understanding driver mindsets is key: To successfully capture attention, advertisers need to understand the behavioural traits of UK drivers and how they impact their destination decisions and purchasing preferences.

  • There are multiple opportunities to influence drivers: With many planning destinations and purchases in advance, along with significant numbers buying on the spur-of-the-moment, there are several points in which drivers’ attention could be captured.

  • In-car advertising drives purchases: In both theory and practice, UK drivers say that in-car ads can determine a purchase. That shows that on-the-move consumers are a ripe market segment – advertisers should consider how to target them best.

  • Navigation apps have a wider influence beyond route-finding: They don’t just help drivers get to their destination, they also help them to decide where to go and what to do when they get there. And that makes them powerful tools for advertisers to harnes.

Download the full report to learn about changes to UK driver habits and purchasing decisions.

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