DT Research Institute: 2024 Automotive Industry User Insights and Marketing Trends White Paper (attached with download)

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In the era of experiential consumption, people consume not only for the practical value of goods, but also for emotional value and personal hobbies. Consumption has become a process of pleasing oneself, and the pleasure and satisfaction that owning a product can bring has become an important factor in consumer decision-making.

Among the categories of goods that consumers are willing to spend more on, in addition to the reason of "increased demand for use", there are two other important reasons: the product/service can provide them with emotional value (49.3%) and they have developed a new hobby in the past year (41.6%).

In this context, more than 30% of car consumers choose to increase their investment in cars, and half will maintain their past spending levels. Despite the increasingly cautious consumption environment, cars as a commodity are still favored and firmly chosen by consumers.

As a product closely connected with life, cars have been deeply integrated into daily details such as commuting, self-driving, and traveling. In order to pursue a higher quality of life and enjoy a deeper emotional experience, people are willing to invest more in cars. Cars are gradually transcending the traditional tool attributes and becoming an important carrier for expressing personality and pursuing emotional satisfaction.

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