PIN+ Demographics
Understand Automotive Buyers at Scale
PIN+ Demographics combines JD Power’s real-time transaction data with TransUnion’s identity and demographic data at the individual buyer level. Updated weekly, it delivers a 360° view of who buys what—across age, income, lifestyle, and more. Through curated dashboards and query tools, teams can evaluate audiences, benchmark competitors, and activate strategies with precision across media, product, and regional planning.
Buyer Intelligence, Fully Connected
• Combines transaction data with individual-level demographic and identity attributes
• Updates weekly to reflect real-world buyer behavior and market shifts
• Profiles buyers across age, income, education, lifestyle, and household data
• Enables segmentation across brands, segments, and powertrains (EV, hybrid, ICE)
• Delivers insights through dashboards and configurable query tools
Allocate with Confidence
• Eliminates guesswork in audience evaluation and targeting strategies
• Improves media ROI through more efficient audience allocation
• Enables more relevant messaging aligned to real buyer characteristics
• Identifies conquest opportunities and competitive audience overlap
• Supports long-term planning across product, media, and regional strategy
Key Features
Audience Evaluation
• Identifies buyers by age, gender, income, education, and lifestyle attributes
• Compares audience profiles across brands, segments, and powertrains
• Connects demographic attributes directly to vehicle purchase behavior
• Enables filtering across audience segments and vehicle categories
• Aligns audience insights with real-world sales performance
Media & Market Alignment
• Matches media investment to channels used by target buyer segments
• Aligns audience insights with media planning and activation strategies
• Enables evaluation of audience-channel fit across campaigns and markets
• Supports regional and market-level audience distribution analysis
• Connects demographic insights to campaign planning workflows
Competitive & Opportunity Insights
• Benchmarks audience composition against competitors and market peers
• Identifies conquest opportunities across segments and regions
• Uses lease-end and trade data to anticipate switching behavior
• Maps audience distribution to market opportunity and whitespace
• Supports targeting strategies across acquisition and retention efforts
Who PIN+ Demographics Is Built For
• OEM Marketing & Media Planning Teams and Strategic Leaders
• Advertising & Media Agencies supporting automakers
• Regional Marketing and Dealer Ad Groups
• Media Platforms demonstrating audience alignment
