If you’re looking to market your high-tech vehicles, the customers most interested consume three key forms of media at considerably strong rates.

According to a recent J.D. Power report, those media — Internet, television and magazines — are consumed at very high rates by consumers shopping with in-vehicle technology in mind.

The J.D. Power 2015 U.S. Automotive Media and Marketing Report – Summer, fueled by a nationwide survey of 28,983 principal drivers of recently purchased or leased new vehicles (acquired between November 2013 and October 2014), takes a look at where shoppers interested most by technology in their cars consume their media and discovered the following statistics:

• 43 percent of new premium brand drivers and 28 percent of new non-premium brand drivers attributed their vehicle’s technology as one of the reasons they bought it.
   
• Of the new-vehicle drivers that bought their ride based on its technology, 69 percent access the Internet via smartphone and 54 percent via tablet – vs. 63 percent and 46 percent, respectively, who did not cite in-car technology as a reason for their car choice.
   
• New-vehicle drivers that chose their vehicle based on technology spend more time on the Internet for personal use, watch more television and read more magazines than those not seeking a vehicle based on its technology. Tech-savvy drivers are more likely to read a magazine via an app than those who chose their vehicle for other reasons (33 percent vs. 27 percent, respectively).

Arianne Walker, the senior director of automotive media and marketing at J.D. Power, points to tech-based advertising as the best way to attract tech-savvy shoppers.

“It’s important that auto manufacturers promote the technological virtues of their vehicles to consumers via the media they consume,” Walker said. “Targeting these technology seekers with the right messaging is critical to using marketing dollars efficiently to reach consumers who will actually buy new vehicles because of new technology.”

So what does the average tech-savvy shopping demographic tend to look like? As it turns out, there really isn’t a specific age bracket that outweighs the others in the area of primary tech interest — roughly a third of all new-car shoppers chose their vehicle based on its technology offerings. Here are J.D. Power’s findings in the report:

• 31 percent of men and 28 percent of women said one of the reasons they bought their new vehicle was due to it having the latest technology features.
• Looking at specific age groups, the following percentages of people chose their vehicle based on its tech features: 34 years and younger (31 percent), 35 to 54 years of age (28 percent), and 55 years or older (31 percent).

Here are a few more interesting findings about tech-savvy shoppers from the report:

• Brands with the most tech-focused shoppers include both premium brands (Lincoln, Infiniti, Cadillac and Audi) and non-premium brands (Mazda, Buick and Chrysler).
• They watch an average of 33 hours of television each week. Their favorite shows? “The Walking Dead,” “The Big Bang Theory” and “The Voice.”
• Tech-seeking drivers read an average of nine magazines, with a high rate of focus on topics such as wealth, science/technology and travel.

Even though not everyone cited technology as a primary reason for their purchase, new-car buyers, in general, are also increasing their levels of media consumption, albeit not quite to the extent of the tech-focused group.

• New-vehicle buyers read an average of eight magazines, with the biggest increased in the last year focusing on topics such as business/personal finance, wealth, men’s lifestyle/fitness/outdoor, travel, and women’s lifestyle.
• Younger new-vehicle drivers watch less television per week than older drivers: 34 years and younger (20 hours), 35 to 54 years old (24 hours) and 55 years and older (35 hours).
• Nearly 70 percent of new-car drivers utilize social media via websites or applications; Facebook was the most popular, followed by LinkedIn and Pinterest.