Jdpa auto, blog her final

Put Her in the Driver’s Seat: Social tools inform and empower women’s car-buying process Jane Collins and Christine DeMaio Director of Market Research; SVP Sales Marketing BlogHer© 2011 J.D. Power and Associates,The McGraw-Hill Companies, Inc.All Rights Reserved.

BlogHer Study: Methodology Identical survey fielded to two populations in August 2011 Social Media • The BlogHer Network Definition: Blogs • U.S. Online General Population in 7 markets* Facebook & Twitter Message Boards/ • Total Study Sample Size Forums • 1090 total women 18-76 • 377 men 18-76 • Total sample = 1,467 © 2011 J.D. Power and Associates, Source: Women and Automotive Decisions 2011: BlogHer Network = 26 million unique visitors per month U.S.3 The McGraw-Hill Companies, Inc. sample : General Population markets = Atlanta, Boston, NY, Chicago, Dallas, San Diego, Portland All Rights Reserved.

Social Media and Automotive Purchasing Key Findings: • Blog advice raises excitement and confidence, while reducing the stress many women associate with the car purchasing process. Social network advice raises excitement, confidence…and stress • Blog and other online auto review sites are more influential than all other media channels, including TV, magazines and Facebook • Men and women are both adopting social media as a tool to gain information prior to car purchase; but women are more passionate and articulate about their usage © 2011 J.D. Power and Associates,4 The McGraw-Hill Companies, Inc. All Rights Reserved.

Women are more excited and nervous when car shopping Describe the emotions you experience when thinking about buying a new car © 2011 J.D. Power and Associates, Source: Women and Automotive Decisions 2011: Total US Population Sample; N = 8925 The McGraw-Hill Companies, Inc. All Rights Reserved.

Blogs, social media increase confidence for womenAnd Blogs also reduce nerves and stress Emotional Response to Purchasing a New Car © 2011 J.D. Power and Associates, Source: Women and Automotive Decisions 2011: Total US Population Sample; N = 892;6 The McGraw-Hill Companies, Inc. Filtered by either used blog or used social networks advice to help with a car purchase All Rights Reserved.

Top 10 research sources for women when purchasing a car © 2011 J.D. Power and Associates, Source: Women and Automotive Decisions 2011: Combined sample; Total Women 18+ “What is your7 The McGraw-Hill Companies, Inc. preferred method for researching a car prior to purchase?” Select all that apply; N = 1,023 All Rights Reserved.

Top 10 purchase influences for women: Rank by Influence Car Manufacturer sites rank #4 (Top Box “Very Influential”) as information source, but dead last as influencer Entity Rank Total Sample Car Dealership #1 66.7% Word of Mouth #2 61.5% Car Review Site #3 58.4% Blog Review Site #4 46.9% Auto Magazines #5 42.4% Twitter #6 43.7% Mobile Phone App #7 38.9% TV Advertising #8 36.1% Facebook #9 34.7% Manufacturer Site #10 33.6% © 2011 J.D. Power and Associates, Source: Women and Automotive Decisions 2011: Combined sample; Total Women 18+ “Please rank the8 The McGraw-Hill Companies, Inc. following resources in terms of influence on your car purchasing decision”; N = 1,023 All Rights Reserved.

Cost, mileage Women also favor safety Men like bells and whistles (Style, Power) are most important © 2011 J.D. Power and Associates, Source: Women and Automotive Decisions 2011: Combined sample; Total Women 18+ “What are the9 The McGraw-Hill Companies, Inc. most important components when researching a car for purchase?”; Women N = 1,049, Men N = 370 All Rights Reserved.

Going green gets higher interest from young women: Younger women (18-27) have an elevated interest in all types of “green” Women 18+ Women 18-27 cars 85% 78% 39% 34% 27% 28% 15% 9% Hybrid Electric Alternative Fuel Not interested © 2011 J.D. Power and Associates, Source: Women and Automotive Decisions 2011: Combined sample; “What sort of ‘green’ car would you10 The McGraw-Hill Companies, Inc. consider for your next automotive purchase”; N = 1,039 All Rights Reserved.

Key takeaways for automotive marketers 1. Social Media helps women get excited to buy a new car; blogs help calm her nerves 2. Women still come to you: Your site, your dealership. Shape their experiences there 3. Message what matters: Inventory search, mileage, safety and functionality 4. Bring them real user experiences: On your site and on theirs. a. Be an aggregation point for women’s voices b. Participate and become a part of a woman’s social graph © 2011 J.D. Power and Associates,11 The McGraw-Hill Companies, Inc. All Rights Reserved.

Women Trust Social Media to Help them Make an Automotive Purchase Decision In their own words... “When we were searching for “I use social media as a crowd-sourcing cars over the past two weeks, I outlet for major decisions such as the asked a million questions on purchase of a car. There are a large my (social network) page and variety of people on social media from all got around 40 responses each parts of the world, walks of life, socio- time. All of the referrals from economic strata, and the more diversity friends and family helped me of opinion I can collect, the better I am make my decision!” able to make a purchasing decision.” “I found a blog where the “Connected with Ford writer drove a Volvo station Flex lovers on Twitter. wagon and loved it. Her life Ford twitter is very much like mine so it responded to my helped me think that the car questions” would be good for me” 583 Total Verbatim Responses © 2011 J.D. Power and Associates, Source: Women and Automotive Decisions 2011: “If you have ever used a Blog or Social Network to help with an12 The McGraw-Hill Companies, Inc. automotive purchase, tell us about it in a few sentences”. N = 1076 All Rights Reserved.

Men are less chatty about the Social Media experience, but they find the information useful and relevant In their own words... “Blogs have been one source of “My favorite car blog, autoblog.com, once information for researching cars. ran an article that compared top-selling The stories and comments can give compact cars..…It wasnt your typical, anecdotal info on any problems--or straight-forward car analysis, as it took into for that matter, great points--about consideration many everyday traits that individual vehicles and dealers. I any good car should possess, as well as weigh that information with any undeniable X-factor credentials that everything else I learn from other set the car apart from the pack.” sources” “I did a lot of research first “I used opinions of and then used a blog and people I knew via friends from Facebook on Facebook to make said vehicle to influence my my car purchase purchase. I wanted to know decision” the ins and outs, any pros and cons etc.” 289 Total Verbatim Responses © 2011 J.D. Power and Associates, Source: Women and Automotive Decisions 2011: “If you have ever used a Blog or Social Network to help with an13 The McGraw-Hill Companies, Inc. automotive purchase, tell us about it in a few sentences”. N = 1076 All Rights Reserved.

Social media empowers and informs consumers during the car purchase process Word cloud from those who use blogs or social networks to help with an auto purchase 822 Total Verbatim Responses © 2011 J.D. Power and Associates, Source: Women and Automotive Decisions 2011: “If you have ever used a Blog or Social Network to14 The McGraw-Hill Companies, Inc. help with an automotive purchase, tell us about it in a few sentences”. N = 1533 All Rights Reserved.

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