{"id":49,"date":"2018-07-20T12:35:29","date_gmt":"2018-07-20T11:35:29","guid":{"rendered":"https:\/\/leasecar.uk\/blog\/?p=49"},"modified":"2024-09-17T16:25:53","modified_gmt":"2024-09-17T15:25:53","slug":"whos-driving-which-car-a-break-down-of-drivers","status":"publish","type":"post","link":"https:\/\/leasecar.uk\/blog\/whos-driving-which-car-a-break-down-of-drivers\/","title":{"rendered":"Who&#8217;s driving which car? A break down of drivers"},"content":{"rendered":"\n<p>Choosing you car is an important decision for most people. The average UK motorist will spend <a href=\"https:\/\/www.telegraph.co.uk\/motoring\/news\/8287098\/Britons-spend-more-time-driving-than-socialising.html\">three full years of their life driving<\/a>, so it is important to pick a car that is comfortable and suits your style.<\/p>\n\n\n\n<p>Your car can say a lot about you, with certain vehicles being \nassociated with a certain type of person. For example, luxury saloons \nsuch as BMWs and Mercedes tend to be associated with well-paid \nprofessional jobs.<\/p>\n\n\n\n<p>We wanted to look into these associations further and match car brands with the type of person most likely to drive them<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How we Did it<\/h2>\n\n\n\n<p>We started off by selecting 10 of the biggest UK car manufacturers to\n analyse. These represent a range of vehicle types &#8211; off-road, luxury \nand city car brands are all included.<\/p>\n\n\n\n<p>Next, we needed to identify information that would help us build a \nbetter picture of the kind of person that would drive our selected car \nbrand. The following data points were used:<\/p>\n\n\n\n<ol>\n<li>Age<\/li>\n\n\n\n<li>Gender<\/li>\n\n\n\n<li>Location<\/li>\n\n\n\n<li>Disposable income<\/li>\n<\/ol>\n\n\n\n<p>This information was taken from YouGov profiles. YouGov builds \nprofiles not just by finding the average age, location, profession and \nother points for an audience, but by comparing these averages with those\n across the UK. For example, although only 4% of Land Rover owners live \nin Northern Scotland, only 2.1% of the UK population live in the area, \nso there is twice as many Land Rovers in Northern Scotland than you \nmight expect based on population numbers.<\/p>\n\n\n\n<p>By formulating its data in this way, YouGov allows true insight into \nthe unique audience groups who drive the cars produced by our \nmanufacturers, without us having to worry about data being skewed by \nsheer numbers of people in a certain group.<\/p>\n\n\n\n<p>Key differences between the drivers of our range of brands have been \nhighlighted by this research, and whilst some might have been expected, \nothers took us by surprise. Find out more below.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Wealth<\/h2>\n\n\n\n<p>Cars are often seen as an indicator of how much money you have, with \nluxury brands such as Ferrari, Lamborghini and Porsche usually a sign \nthat you are doing quite well for yourself.<\/p>\n\n\n\n<p>Our indicator of wealth is not how much you earn, but how much \ndisposable income you have each month. By this we mean the cash that is \nnot committed to bills, rent and other essentials.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/leasecar.uk\/images\/main\/news\/2\/10\/24\/lease-car-hire-demographics-colours-01.png\" alt=\"\"\/><\/figure>\n\n\n\n<p>Some information about the wealth of different car owners was \nunsurprising. Owners and drivers of BMWs are in the top bracket for \nmonthly spare money, with over \u00a31000 available. 19.8% of BMW owners had \nupwards of a grand free every month, which is almost three times the UK \naverage of 7.8%.<\/p>\n\n\n\n<p>BMW owners are likely to have a good income level, as a new basic model of the 1 Series will set you back \u00a320,480.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/leasecar.uk\/images\/main\/news\/2\/10\/24\/lease-car-hire-demographics-colours-09.png\" alt=\"\"\/><\/figure>\n\n\n\n<p>What\n did surprise us was the other car manufacturers whose customers also \ngrouped themselves into the over \u00a31000 monthly disposable income \nbracket. Owners of Citroens, Land Rovers, Minis and Hondas all sit above\n the UK average for having \u00a31000 of spare money.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/leasecar.uk\/images\/main\/news\/2\/10\/24\/lease-car-hire-demographics-colours-06.png\" alt=\"\"\/><\/figure>\n\n\n\n<p>The lowest disposable income is seen with Nissan owners, with 33.4% \nof them having less than \u00a3125 to spend on non-essentials each month.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/leasecar.uk\/images\/main\/news\/2\/10\/24\/lease-car-hire-demographics-colours-02.png\" alt=\"\"\/><\/figure>\n\n\n\n<p>Peugeot, Vauxhall, Ford and Toyota drivers all enjoy a more middling \namount of free income, largely sitting between \u00a3125 and \u00a3999.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Professions<\/h2>\n\n\n\n<p>We were interested to see whether certain professions gravitated \ntowards certain cars, and if so was this down to practical uses.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/leasecar.uk\/images\/main\/news\/2\/10\/24\/lease-car-hire-demographics-colours-05.png\" alt=\"\"\/><\/figure>\n\n\n\n<p>One brand we found closely tied to a profession through its features \nwas Land Rover. A well-known off-road vehicle with impressive towing \npower, the Land Rover is often the chosen car for agriculture and \nfarming workers. 16.3% of Land Rover owners are farmers, despite the \nprofession only accounting for 7.8% of the population.<\/p>\n\n\n\n<p>Other professions associated with Land Rover also involved off-road \ndriving; quarrying and property management were the second- and \nthird-highest ranking professions for the brand.<\/p>\n\n\n\n<p>Other cars do appear to attract certain areas of industry, even if \nthey do not have a practical link to the work involved. BMWs, for \nexample, tend to belong to well-paid professionals from consulting, \nbusiness and real estate jobs.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/leasecar.uk\/images\/main\/news\/2\/10\/24\/lease-car-hire-demographics-colours-07.png\" alt=\"\"\/><\/figure>\n\n\n\n<p>Mini\u2019s customer base is similar to its parent company, BMW, with real\n estate, advertising and law professionals making up the top three \nprofessions to purchase the re-vamped iconic cars.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/leasecar.uk\/images\/main\/news\/2\/10\/24\/lease-car-hire-demographics-colours-03.png\" alt=\"\"\/><\/figure>\n\n\n\n<p>Citroen\u2019s professional base was a little more difficult to predict. \nIt features quite a few creatives, with home and garden and fashion \ndesign being the top two industries linked with the brand.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Location<\/h2>\n\n\n\n<p>People\u2019s choice in car is often due to practical reasons. Driving a \nRange Rover in central London, for example, might be difficult owing to \nthe width of streets and size of parking spaces, but similarly a \nVauxhall Corsa wouldn\u2019t be much good driving round farm tracks in the \nYorkshire Dales.<\/p>\n\n\n\n<p>A lot of people pick cars that are suited to their terrain, and once \nagain this is best exhibited by Land Rover. The major locations for this\n brand are Wales and Avon and Northern Scotland. Both are rural \nlocations with a number of remote villages and hamlets. Four-wheel drive\n is important to stay connected in these areas.<\/p>\n\n\n\n<p>Mini, in contrast, dominates in East Anglia, the Midlands and London.\n This is perhaps not surprising &#8211; a great combination of comfort, style \nand size, Mini vehicles tend to be well-suited to commuters, especially \nin cities where space is often tight.<\/p>\n\n\n\n<p>Citroen seems to be the brand of choice for Northerners, with those \nfrom the North East and North West making up its top two locations. The \nFrench car manufacturer is not popular in London, with only 10.2% of \nCitroen owners being based in the city, despite 19.6% of the population \nliving there.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Interests and Hobbies<\/h2>\n\n\n\n<p>YouGov also lets us see the common interests among owners of \ndifferent cars, which has uncovered some interesting trends. Some of \nthese reinforce what we already know, for example, BMW drivers\u2019 common \nlikes support the idea of a lavish lifestyle and include the Apple \nWatch, Aston Martin and two Champagne brands (Dom Perignon and Mo\u00ebt and \nChandon).<\/p>\n\n\n\n<p>Citroen, however, turns up very different results. Samsung rather \nthan Apple is rated by owners of Citroens and the alcoholic drinks \nfavoured are a little different than the tastes of BMW drivers. Instead \nof Champagne, Metaxa, Strongbow, Jim Bean and San Miguel feature in the \nCitroen top 10.<\/p>\n\n\n\n<p>Alcoholic beverages seem to be a common theme amongst drivers with \nthe same brand of car. Nissan owners are big wine drinkers with the top \nsix interests shared by them being wine producers; Jacob\u2019s Creek, \nHardy\u2019s, Blossom Hill, Gallo Family, Oyster Bay and Fonesca.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/leasecar.uk\/images\/main\/news\/2\/10\/24\/vauxhall.png\" alt=\"\"\/><\/figure>\n\n\n\n<p>Vauxhall drivers also favour booze. Their top 10 shared interests are:<br><\/p>\n\n\n\n<ol>\n<li>Newcastle Brown Ale<\/li>\n\n\n\n<li>Oban Whisky<\/li>\n\n\n\n<li>Dalwhinnie Whisky<\/li>\n\n\n\n<li>Grolsch<\/li>\n\n\n\n<li>Caffrey\u2019s Irish Ale<\/li>\n\n\n\n<li>Becks<\/li>\n\n\n\n<li>Lam\u2019s Navy Rum<\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"Choosing you car is an important decision for most people. The average UK motorist will spend three full years of their life driving, so it is important to pick a car that is comfortable and suits your style. Your car can say a lot about you, with certain vehicles being associated with a certain type&#8230;","protected":false},"author":1,"featured_media":50,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[2],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Who&#039;s driving which car? 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