For Interactive Marketing Professionals (Length: 8 pages)

April 3, 2008

Which Car Brands Should Pursue Social Applications?

Mazda And Honda Have The Most Active Customers; GMC And Mercury The Least

by Josh Bernoff

with Christine Spivey Overby, Cynthia N. Pflaum, Scott Wright

Executive Summary (This is a document excerpt)

Car owners have widely different affinities for social applications. Mazda, Honda, Pontiac, Hyundai, and Jeep have the most active customers; Ford, Nissan, Chevrolet, GMC, and Mercury have the least. Car brands should use these tendencies to plan strategy. For example, Honda owners are the most likely to react to online content, which the company could exploit with consumer ratings. No brand can ignore the social world; even among Mercury owners, the least active, half are connecting with social media.

Buy Risk-Free

Download and print PDF immediately. Price: US $279

Our Money-Back Guarantee: If you are not completely satisfied, return it for a full refund within three weeks of your online purchase.

Already a Forrester Client?
Log in to read this document.