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Understanding 2010 automotive shoppers
Understanding 2010 automotive shoppers
Understanding 2010 automotive shoppers
Understanding 2010 automotive shoppers
Understanding 2010 automotive shoppers
Understanding 2010 automotive shoppers
Understanding 2010 automotive shoppers
Understanding 2010 automotive shoppers
Understanding 2010 automotive shoppers
Understanding 2010 automotive shoppers
Understanding 2010 automotive shoppers
Understanding 2010 automotive shoppers
Understanding 2010 automotive shoppers
Understanding 2010 automotive shoppers
Understanding 2010 automotive shoppers
Understanding 2010 automotive shoppers
Understanding 2010 automotive shoppers
Understanding 2010 automotive shoppers
Understanding 2010 automotive shoppers
Understanding 2010 automotive shoppers
Understanding 2010 automotive shoppers
Understanding 2010 automotive shoppers
Understanding 2010 automotive shoppers
Understanding 2010 automotive shoppers
Understanding 2010 automotive shoppers
Understanding 2010 automotive shoppers
Understanding 2010 automotive shoppers
Understanding 2010 automotive shoppers
Understanding 2010 automotive shoppers
Understanding 2010 automotive shoppers
Understanding 2010 automotive shoppers
Understanding 2010 automotive shoppers
Understanding 2010 automotive shoppers
Understanding 2010 automotive shoppers
Understanding 2010 automotive shoppers
Understanding 2010 automotive shoppers
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Understanding 2010 automotive shoppers

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  • 1. Google Confidential and Proprietary 1 Understanding the 2009 Auto Shopper Jeremy Crane, Compete, Inc. Dr. Angela Reynar, Google, Inc. April 23, 2009
  • 2. Google Confidential and Proprietary 2 Table of Contents • The Studies – Automotive Buyer Flow – Automotive Video – Parts & Service • Key Findings Search plays a critical part in the automotive research and buying process now more than ever Automotive video is growing as an automotive research tool among new vehicle purchasers Search continues to deliver both referral quantity and quality to parts, accessories, services and tires websites
  • 3. Google Confidential and Proprietary 3 Automotive Buying Flow Study • The role of the internet in the new vehicle buyer’s purchasing process
  • 4. Google Confidential and Proprietary 4 0.0 0.2 0.4 0.6 0.8 1.0 1.2 1.4 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2007 2008 Total Luxury Volume Automotive Retail Registrations (R.L. Polk & Co. retail registration data; number of New Vehicle Registrations (millions), Jan 2007 through Dec 2008 ) The overall automotive market has been challenged • Industry sales fell considerably in the last half of 2008 • Sales have continued to struggle in 2009
  • 5. Google Confidential and Proprietary 5 0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2007 2008 2009 Market-wide Shopper Counts (Clickstream data; unique number of shoppers (millions) by month, Jan 2007 through March 2009) Lowest Compete shopper count on record Lowest Compete shopper count on record Compete defines a shopper as someone who exhibits lower-funnel shopping behavior such as build your own vehicle or dealer locate on the top 25+ third-party automotive websites. Source: Monthly Consumer Confidence Index, The Conference Board via TNS Market demand has consistently been declining the past 3 years • However, we are starting to see in-market demand rebound following its lowest point in Nov 2008 • Similarly, Consumer Confidence* has started to rebound from a Nov low
  • 6. Google Confidential and Proprietary 6 New Vehicle Retail Car Registrations Internet Browsers 3rd Party Household Match Source: R.L. Polk & Co. Source: Compete Google, R.L. Polk & Co. and Compete created a new dataset to study new vehicle retail registrations
  • 7. Google Confidential and Proprietary 7 60% 60% 60% 10% 10%14% 14% OEM Sites 3rd Party Automotive Sites 3rd Party and/or OEM Sites Shared OEM Only 3rd Party Only Nearly every buyer used an OEM and/or 3rd Party Site during the purchasing process • 84% of new vehicle buyers visited an OEM and/or 3rd Party site within 6 months of purchase • 1 in 4 new vehicle buyers visited only either an OEM site or 3rd Party site Pre-Purchase Automotive Category Visitation (Clickstream data; share of New Vehicle Buyers visiting the site category during the 6 months prior to purchase) 70% 74% 84%
  • 8. Google Confidential and Proprietary 8 60% 60% 60% 11% 11%13% 13% OEM Sites 3rd Party Automotive Sites 3rd Party and/or OEM Sites 3rd Party Only OEM Only Shared 61% 61% 61% 7% 7% 16% 16% OEM Sites 3rd Party Automotive Sites 3rd Party and/or OEM Sites 3rd party sites saw new vehicle buyer growth year-over-year • While OEM site visitation among new vehicle buyers declined • Unique visitation among new vehicle buyers had similar trends Pre-Purchase Automotive Category Visitation (Clickstream data; share of New Vehicle Buyers visiting the site category during the 6 months prior to purchase) 2007 2008 73% 84% 71% 68% 77% 84%
  • 9. Google Confidential and Proprietary 9 Pre-Purchase OEM KPI Usage (Clickstream data; share of New Vehicle Buyers during the 6 months prior to purchase) 49% of new vehicle buyers used a KPI on any OEM site at least once during the 6 months prior vehicle purchase • BYO was the most used KPI tool * Only used 6/2007 through 12/2008 purchasers, n = 44,865 48% 36% 33% 23% 21% 21% 18% 7% 7% BYO Offers Locate Dealer Search Inventory RAQ Compare Estimator Brochure Trade In
  • 10. Google Confidential and Proprietary 10 OEM KPI usage aligns with retail vehicle sales • New vehicle buyers were most likely to KPI on Toyota Top-5 OEM KPI usage sites among new vehicle buyers* Top-5 OEM retail sales 2007 - 2008 Toyota 16.8% Toyota 3.8 million Ford 16.5% Chevrolet 2.8 million Chevrolet 15.1% Honda 2.6 million Honda 13.6% Ford 2.5 million Nissan 11.6% Nissan 1.6 million Source: Clickstream Source: R.L. Polk & Co. retail registrations * Only used 6/2007 through 12/2008 purchasers, n = 44,865
  • 11. Google Confidential and Proprietary 11 Where can I find today’s automotive shoppers? • Websites are the #1 consumer information source; dealerships are #2; search is #3 Source: Google Touchpoints Consumer Survey, January 2009 Q: Which of the following sources did you use to learn about or research cars as you made your decision to buy one in the past 6 months? (select all) Base: All category respondents, n=597 Sources used to learn about or research cars (Google Touchpoints consumer survey data; share of category respondents) 48% 44% 30% Website Dealership Search Result
  • 12. Google Confidential and Proprietary 12 44% 43% 43% 45% 51% 52% 56% 57% 57% 55% 49% 48% 6 Months prior 5 Months prior 4 Months prior 3 Months prior 2 Months prior Within the Month of Purchase Branded Non-Branded Type of Keyword Phrase Used by Buyers Before Purchase (Clickstream data; share of New Vehicle Buyer search referrals to automotive sites by time periods, discrete months) New Vehicle Buyers are just as likely to use non-branded terms compared to branded terms • However, New Vehicle Buyers have a higher propensity to use branded search terms during their vehicle purchase month Rank Term 1 kelly blue book* 2 toyota 3 nissan 4 mazda 5 carmax* 6 ford 7 hyundai 8 chevrolet 9 blue book* 10 kia Top 10 Auto Search Terms in purchase month * Non-branded terms Read as: 52% of New Vehicle Buyer search referrals to automotive sites used branded search terms within the month of purchase
  • 13. Google Confidential and Proprietary • Websites and Search are widely used throughout the purchase funnel 13 Sources used – at what point? Source: Google Touchpoints Consumer Survey, January 2009 Q: At what point in your shopping did you use each source to learn about or research cars? Base: All category respondents, n=597 Websites, Dealerships, WOM, Search Results, Sales People Throughout the process
  • 14. Google Confidential and Proprietary 46% 43% OEM Sites 3rd Party Automotive Sites 14 Pre-Purchase Share of Buyers Referred by Search (Clickstream data; share of New Vehicle Buyers visiting the site category that were referred by search during the 6 months prior to purchase) Search played a critical role in the automotive purchase process • Nearly half of new vehicle buyers visiting OEM automotive sites were referred by search Read as: 43% of New Vehicle Buyers that visited a 3rd Party Automotive website were referred by search at least once during the 6 months prior to their purchase dates.
  • 15. Google Confidential and Proprietary 15 Upper and Lower Funnel: Vehicle Buyers Use Search 3rd Party Sites Visitors OEM Sites Visitors awareness interest consideration test-drive purchase 6 Months Share of New Buyers Referred by Search 3 Months 2 Months 1 Month 1 Week Search is a critical activity at every stage of the buying process Source: Clickstream data, by time periods, discrete months Read as: 43% of New Vehicle Buyers that visited an OEM website were referred by search at least once within the month in which they purchased their vehicle. 25% 31% 34% 43% 39% 18% 22% 28% 40% 36%
  • 16. Google Confidential and Proprietary 16 Search is viewed as useful throughout the purchase funnel discover cars they were unfamiliar with69% find independent reviews of cars they were considering83% find a local dealership where they could buy the car77% find the car brand’s website 78% find the best offers 74% find comparisons of similar cars89% % of consumers who used search engines to … Q: Please indicate how helpful the search engine was in the following ways during your shopping experience. Base: Used a search engine as source, n=192 Source: Google Touchpoints Consumer Survey, January 2009
  • 17. Google Confidential and Proprietary 17 Automotive Online Video Study • The role of online video in the automotive buying process
  • 18. Google Confidential and Proprietary 18 New vehicle buyers use online video in their research Source: Google Touchpoints Consumer Survey, January 2009 83% of new vehicle buyers visit video focused websites prior to purchase Source: Clickstream data 31% 24% 11% 7% 7% 6% 4% 3% 3% 3% Brand, product or company sites Auto-specific websites YouTube Yahoo! Video News Sites MSN Video MySpace Facebook AOL Video Other Types of Websites where Car Videos were Viewed (Google Touchpoints consumer survey data; share of category respondents) Q: On which of the following websites have you viewed videos about cars? Please think of any information you have sought regarding automotive, products, brands, product reviews, how-to videos, etc. (select all) Base: All category respondents, n=597
  • 19. Google Confidential and Proprietary 19 Unique Visitors to YouTube (Clickstream data; unique number of people (millions) visiting youtube.com, Jan 2007 through Feb 2009) YouTube attracts 40% of people online in the U.S. • In February, approximately 70M people visited youtube.com 1. Feb 2007/8 year-over-year growth: 22% 2. Feb 2008/9 year-over-year growth: 5% 0 10 20 30 40 50 60 70 80 YouTube traffic increased 132% over the period
  • 20. Google Confidential and Proprietary YouTube Visitation, In-Market Auto Shoppers vs. General Internet Users (Clickstream data; share of in-market auto shoppers and internet browsing population visiting youtube.com, Jan 2007 through Feb 2009) 50% of Feb in-market automotive shoppers visited YouTube • Compared to 38% of general internet browsing population 0% 10% 20% 30% 40% 50% 60% In-Market Auto Shoppers General Internet Browser Population Read As: 50% of in-market automotive shoppers visited YouTube in Feb 2009, compared to 38% of general internet users. 20
  • 21. Google Confidential and Proprietary 62% 70% 2007 2008 21 YouTube attracted a larger percentage of 2008 new vehicle purchasers than 2007 purchasers Pre-Purchase YouTube Visitation (Clickstream data; share of New Vehicle Buyers visiting youtube.com during the 6 months prior to purchase) Read as: 62% of New Vehicle Buyers visited YouTube at least once during the 6 months prior to their purchase dates. • This represented a percentage growth rate 13% year-over-year
  • 22. Google Confidential and Proprietary 22 2008 new vehicle purchasers spent more time on YouTube than 2007 purchasers Average Stay on YouTube among Buyers (Clickstream data; average number of minutes per user per month among New Vehicle Buyers visiting youtube.com by purchase year) 11 21 2007 2008 +90% • 2008 purchasers spent almost twice the amount of time on YouTube
  • 23. Google Confidential and Proprietary 23 27% 26% 24% 11% 10% 1% To see the car To get an overall review To learn more about vehicle specifications (MPG, safety features, etc.) To get the feel of how the vehicle drives For entertainment Other People sought out online videos to see the car, get reviews and learn more about vehicle specifications Source: Compete/Google Buy Flow Survey, April 2009 Preliminary Results Reasons for Watching Online Videos (Compete/Google Buy Flow survey data (preliminary results); share of answer responses) Q V11: What are some of the reasons you watched online video(s) about the vehicle(s) you recently researched? Select all that apply. n = 350
  • 24. Google Confidential and Proprietary 24 Automotive Parts Study • How people shopping for parts, tires, service, and accessories use the internet
  • 25. Google Confidential and Proprietary 25 0 2 4 6 8 10 12 14 16 18 Jan-07 Feb-07 Mar-07 Apr-07 May-07 Jun-07 Jul-07 Aug-07 Sep-07 Oct-07 Nov-07 Dec-07 Jan-08 Feb-08 Mar-08 Apr-08 May-08 Jun-08 Jul-08 Aug-08 Sep-08 Oct-08 Nov-08 Dec-08 Jan-09 Feb-09 People Visiting Parts, Accessories, Services and Tires Sites (Clickstream data; unique number of people (millions) visiting parts, accessories, services and tires sites (in aggregate) Jan 2007 through Feb 2009) Parts, accessories, services and tires sites continued to gain consumer interest online in 2008 and into 2009 • In aggregate, parts, accessories, services and tires sites attracted 14.8M visitors in Feb 2009 Traffic to parts, accessories, services and tires sites increased 34% over the period
  • 26. Google Confidential and Proprietary 26 People Visiting Parts, Accessories, Services and Tires Sites (Clickstream data; unique number of people (millions) visiting the categories of sites, Feb 2008 through Feb 2009) Traffic to core maintenance site categories continued to grow • Accessories traffic declined slightly year-over-year as people had less discretionary income to trick out their cars • Parts sites captured the most traffic throughout the period 0 2 4 6 8 10 12 14 16 Parts Accessories Services Tires F M A M J J A S O N D J F F M A M J J A S O N D J F F M A M J J A S O N D J F F M A M J J A S O N D J F +3% -2% +12% +28%
  • 27. Google Confidential and Proprietary 27 Search Referrals to Parts, Accessories, Services and Tires Sites (Clickstream data; referring sessions (millions) to the categories of sites, Feb 2008 through Feb 2009) Search referral growth has outpaced growth in site traffic • Search has consistently increased as a referral source • All categories saw a minimum of 50% growth in search referrals year-over-year 0 1 2 3 4 5 6 7 8 9 Parts Accessories Services Tires F M A M J J A S O N D J F F M A M J J A S O N D J F F M A M J J A S O N D J F F M A M J J A S O N D J F +62% +52% +77% +74%
  • 28. Google Confidential and Proprietary Search Exclusivity to Parts, Accessories, Services and Tires Sites (Clickstream data; share of UV-based referrals to the categories of sites, Feb 2008 through Feb 2009) 1 in 4 people referred to parts, accessories, services and tires websites can only be reached by search • Search exclusivity has increased among the parts, accessories, services and tires sites throughout the past year • Search exclusivity grew 14% on average year-over-year 0% 5% 10% 15% 20% 25% 30% 35% Parts Accessories Services Tires F M A M J J A S O N D J F F M A M J J A S O N D J F F M A M J J A S O N D J F F M A M J J A S O N D J F 28
  • 29. Google Confidential and Proprietary 20% 5% 1% 2% 1% 0% 3% 0% 1% 1% 0% Google Yahoo! Search MSN/Live Yahoo! MSN Portal AOL Gmail Yahoo! Mail Hotmail AOL Mail Search Portal Google Content Network Webmail 29 Referrals to Parts, Accessories, Services and Tires Sites (Clickstream data; referrals to the categories of sites (in aggregate), Q4 2008) Google provided the largest proportion of referrals to parts, accessories, services and tires sites in Q4 2008 • Google referred more than 4X its closest competitor, Yahoo! Search • 3% of all referrals came from the Google Content Network
  • 30. Google Confidential and Proprietary 30 Google referred the largest proportion of referrals resulting in a KPI activity in Q4 2008 • 18% of referrals resulting in KPI activity came from Google • The Google Content Network referred 2.9% of all referrals resulting in a KPI KPI Referrals to Parts, Accessories, Services and Tires Sites (Clickstream data; referring sessions to the categories of sites with KPI activity (in aggregate) Q4 2008) 18.2% 4.6% 1.0% 2.1% 0.5% 0.3% 2.9% 0.1% 1.0% 0.4% 0.1% Google Yahoo! Search MSN/Live Yahoo! MSN Portal AOL Gmail Yahoo! Mail Hotmail AOL Mail Search Portal Content Network Webmail
  • 31. Google Confidential and Proprietary 31 Branded Search Referrals (Clickstream data; share of search referrals to parts, accessories, services and tires sites (in aggregate), Q4 2008) Search referrals with KPI activity are more apt to use branded terms • On average, 45% of search referrals to parts, accessories, services and tires sites are from branded terms • Branded and non-branded terms both play a role in driving traffic to parts, accessories, services and tires sites 45% 51% 55% 49% Overall KPI Q4 2008 Branded Non-Branded
  • 32. Google Confidential and Proprietary 32 Paid Search Referrals (left) & Paid Search Exclusivity (right) (Clickstream data; share of search referrals to parts, accessories, services and tires sites (in aggregate), Q4 2008) Search referrals resulting in Add to Cart activities are more likely to come from paid search • Without paid search parts, accessories, services and tires sites would have seen 30% fewer people with Add to Cart activity in Q4 2008 UV-based ReferralsSession based Referrals 16% 30% 65% 61% 19% 9% Overall Add to Cart Q4 2008 Paid Organic Both 26% 33% 74% 67% Overall Add to Cart Q4 2008 Paid Organic
  • 33. Google Confidential and Proprietary 33 Automotive Buying: Search plays a critical part in the automotive research and buying process now more than ever Video Viewing: Automotive video is growing as an automotive research tool among new vehicle purchasers After Market Research: Search continues to deliver both referral quantity and quality to parts, accessories, services and tires websites Key Findings
  • 34. Google Confidential and Proprietary 34 Studies to ask your Google Team Member about Study Name Objective Components Expected Timing Automotive Buyer Flow Analyze the purchase funnel by connecting automotive vehicle purchasers to internet behavior • Compete/R.L. Polk & Co. Data Match • Clickstream • Survey data Partially available today Value of Automotive Video Assess the influence of video and when consumers use it during their automotive vehicle purchase process • Compete/R.L. Polk & Co. Data Match • Clickstream • Survey data Partially available today Parts & Service Study Quantify the impact of online research activities that occur as consumers progress through the parts, accessories, services and tires purchase processes • Clickstream • Survey data Partially available today
  • 35. Google Confidential and Proprietary 35 Studies to ask your Google Team Member about Study Name Objective Components Expected Timing Non-KPI study Quantify the role of search in driving on-site automotive behaviors. Discover the difference in KPI and Non-KPI consumer profiles • Clickstream • Survey data Available today Certified Pre- Owned/Used Vehicles Quantify the online activities within the CPO and used marketplace • Clickstream Late Q2/Early Q3 Hispanic Gain insights into the Hispanic automotive shopping & buying process compared to overall US consumers • Clickstream • Survey data • Appended Ethnicity data Early Q3 Auto SERP Page, value of Tier I, 2 & 3 on one page Learn how to optimize the SERP page across Tier 1, 2, and 3 advertizing efforts based on consumer feedback • Survey data Late Q3
  • 36. Google Confidential and Proprietary 36 Thank You! Month, 2009 Q&A

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