Global Auto Study 2013, Spain

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El informe revela que Internet es una herramienta clave en la toma de decisiones de compra y, en muchos casos, los compradores acaban adquiriendo un coche diferente a aquel que tenían en mente después …

El informe revela que Internet es una herramienta clave en la toma de decisiones de compra y, en muchos casos, los compradores acaban adquiriendo un coche diferente a aquel que tenían en mente después de buscar información en Internet.

El estudio sobre el proceso de compra de coches en España arroja los siguientes datos:

• De los consumidores que finalmente adquirieron un automóvil nuevo en los últimos 12 meses, un 91% utilizaron fuentes online para informarse; un 87% en el caso de los compradores de coches de segunda mano. Este dato ha crecido 20 puntos en sólo 2 años.

• Los compradores de coches nuevos consultan principalmente las webs de los fabricantes (45%) y comparadores (42%), mientras que aquellos conductores interesados en automóviles de segunda mano miran webs de anuncios (43%) y comparadores (39%).

• Además, un 78% de los compradores de coches nuevos y un 74% de los que adquirieron coches de segunda mano utilizaron buscadores para encontrar información sobre automóviles, cifra que ha aumentado también 15 puntos desde 2011. Un 11% de los compradores descubrieron nuevas marcas/modelos en el proceso de investigación en el medio online.

• También, un 55% de aquellos que adquirieron coches nuevos visualizaron videos online durante su búsqueda; un 44% en el caso de los compradores de vehículos de segunda mano. En ambos casos, la fuente principal fue YouTube.

• Del total de compradores que vieron videos online en su proceso de búsqueda de automóvil, más del 40% buscaba videos que detallaran marcas o características específicas, pero los videos de comparativas también son muy reproducidos.

• Los compradores de vehículos nuevos (89%) como los que adquieren un coche de segunda mano (70%) también recurrieron a fuentes offline.

• El plazo para adquirir el coche, está en una media de dos meses tanto para los que adquieren un coche nuevo como uno de segunda mano, si bien es de 2,7 meses en el caso de vehículos nuevos y algo menos, 2,1 meses para vehículos usados.

• Las decisiones cambian, con un 58% de compradores de coches nuevos adquiriendo finalmente uno de marca diferente a la que preveían y un 65% en el caso de coches de segunda mano, lo que confirma una oportunidad para los fabricantes de llegar a los compradores en las fases iniciales del proceso de compra.

• Además, el comportamiento multipantalla está creciendo rápidamente con los dispositivos conectados e influye profundamente en cómo los consumidores adquieren vehículos.

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  • 1. Google Confidential and Proprietary 1 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 1 Global Auto Study 2013 Analysis of the Automotive Buying Process New and Used Car Buyers, Spain
  • 2. Google Confidential and Proprietary 2 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 2 Market Agenda Intro Process §  Start §  Decisions §  Sources §  Mobile §  Search §  Video §  Social §  Contact §  Visits Purchase Post- Purchase
  • 3. Google Confidential and Proprietary 3 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 3 Intro
  • 4. Google Confidential and Proprietary 4 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 4 Russia Korea Japan Australia Vietnam Thailand Malaysia Indonesia Singapore India TurkeySpain UK Poland Germany France Italy Canada US Mexico Brazil Argentina Car buyers from 22 countries New car buyers Used car buyers
  • 5. Google Confidential and Proprietary 5 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 5 Over 35,000 surveyed* Country New Used ASM** 1 Argentina 500 500 1000 2 Australia 700 700 1000 3 Brazil 800-825 700 650 - 700 (Tires Only) 4 Canada 700  --  -- 5 France 500 500 1000 6 Germany 500 500 1000 7 India 700  -- --  8 Indonesia 500 500 1000 9 Italy 500 500 1000 10 Japan 1000  --  -- 11 Korea 700 700 --  Country New Used ASM** 12 Malaysia 500 500 1000 13 Mexico 500 500 1000 14 Poland 1000 --   -- 15 Russia 700 700 1000 16 Singapore 500 500 1000 17 Spain 500 500 1000 18 Thailand 500 500 1000 19 Turkey 1500 700 --  20 United Kingdom 500 500 1000 21 United States 700 --   -- 22 Vietnam 500 500 1000 ** ASM: Aftersales Market* Sample sizes shown in table represent the minimum collected for each quota group
  • 6. Google Confidential and Proprietary 6 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 6 Market
  • 7. Google Confidential and Proprietary 7 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 7 44% 46% 10% Spain Internet Population Bought New and Used Recent car buyers Bought a Used CarBought a New Car Source: When was the last time you purchased each of the following types of automobiles? BASE: All respondents who entered survey (n= 1049) 12% of consumers surveyed purchased a car in the last 12 months* * Decision-makers or influencers; data not shown 44% Purchased a Used Car* * This report focuses on new and used car buyers A similar report of new car buyers only is also available
  • 8. Google Confidential and Proprietary 8 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 8 18-34 35-49 50 + 50% 33% 17% 52% 32% 16% Profile of new and used car buyers Source: How old are you? What is your gender? What was the 2012 total income of your household before taxes and other deductions? What is the highest level of education you have completed or the highest degree you have received? How much did your automobile cost? BASE: All new car buyers (n= 503) BASE: All used car buyers (n= 511) Avg. Annual Income* €39,300 College Degree or Higher 52% Avg. Price Paid for Auto* €20,600 Avg. Age 36.5 56% Male New buyers are better educated and more affluent 36.2 57 % New car buyers Used car buyers €28,500 39% €10,200 *See notes section for additional information ˄ Difference statistically significant (95% CL)˄ ˄ ˄
  • 9. Google Confidential and Proprietary 9 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 9 Start Process
  • 10. Google Confidential and Proprietary 10 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 10 26% 18% 43% 12% 26% 25% 25% 23% 19% 16% Different  type  of  auto   Household  needed  addi4onal  car   Replace  old  auto   Got  a  new  job   Be<er  fuel  efficiency   Different type of auto Household needed additional car Replace old auto New job Better fuel efficiency Buying a different type of auto prompts both new and used purchases Source: What prompted you to purchase your automobile? In addition, did any of these life events prompt you to purchase your automobile? BASE: All new car buyers (n= 503) BASE: All used car buyers (n= 511) Top 5 Triggers Triggers for purchasing a new car New car buyers Used car buyers Buyers Need to Different type of auto 26% 25% Difference statistically significant (95% CL)˄ ˄ ˄ ˄ ˄
  • 11. Google Confidential and Proprietary 11 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 11 Source: Thinking back to when you first started shopping for your car, did you know either the make and/or model you wanted to buy? BASE: All new car buyers (n= 503), BASE: All used car buyers (n= 511) Start of research Less than 2 in 10 know the exact make and model they want to buy Knew make, not model 7% 4% Considering a few make/model combos 30% 27% Knew model, not make 33% 24% No idea 17% 31% 13% 14% Knew exact model and make New car buyers Used car buyers
  • 12. Google Confidential and Proprietary 12 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 12 58% 16% 31% 29% 24% 26% 62% 35% 33% 29% 24% 23% Friends, family, colleagues Classified ad/listing sites Consumer review sites Search engines I saw it on the street Television Source: Which of these sources influenced your idea of which makes and/or models to buy before you actually started shopping for your automobile? BASE: Used at least one source and had some ideas New (n varies= 381-394), Used (n varies= 299-330) Did you know either the make and/or model you wanted to buy? BASE: All new car buyers (n= 503), BASE: All used car buyers (n= 511) Ideas at start of research 7 in 10 have ideas of make or model at start of research Have Some Idea of Make and/or Model Top 6 Sources Influencing Make/Model Preferences at Start of Research 83% 69% Friends, family, colleagues Classified ad/listing sites Consumer review sites Search engines On-street Television New car buyers Used car buyers Difference statistically significant (95% CL)˄ ˄ ˄
  • 13. Google Confidential and Proprietary 13 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 13 Decisions Process
  • 14. Google Confidential and Proprietary 14 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 14 Source: How much time passed from when you first started researching which automobile to buy to the time you bought it? BASE: All new car buyers (n= 503), BASE: All used car buyers (n= 511) Length of purchase process 1 Year or More Within the Same Month 6 Months to Less than 1 Year 3 Months to Less than 6 Months 1 Month to Less than 3 Months Used buyers take less time to decide on purchase 35% 6% Purchase 46% 35% 44% 12% 10% 9% 1% 3% New car buyers Used car buyers 2.7 2.1 Average Time to Decide (Months) Difference statistically significant (95% CL)˄ ˄ ˄ ˄ ˄
  • 15. Google Confidential and Proprietary 15 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 15 Source: Approximately how long did it take you to make each of these decisions? BASE: All new car buyers (n= 503), BASE: All used car buyers (n= 511) Days to make key decisions Used buyers take less time to make key decisions Make/Brand Model/Type Features Price/Financing Dealer/Seller 23.218.1 14.1 15.311.1 18.212.3 15.9 New Used 18.4 Difference statistically significant (95% CL)˄ ˄ ˄ Days to Make Decisions (Avg.)
  • 16. Google Confidential and Proprietary 16 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 16 Sources Process
  • 17. Google Confidential and Proprietary 17 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 17 25% 42% 37% 22% 45% 18% 43% 39% 38% 33% 25% 22% Classified  ad/lis4ng  sites   Consumer  review  sites   Search  engines   Auto  sales  sites   Automobile  manufacturer  sites   Third-­‐party  comparison/ aggregator  sites   Online sources Top Online Sources Source: Which of the following online sources, if any, did you use to look for information on automobiles? BASE: All new car buyers (n= 503), BASE: All used car buyers (n= 511) Nearly 9 in 10 use online sources Classified ad/listing sites Consumer review sites Search engines* Auto sales sites Automobile manufacturer sites Third-party comparison/aggregator sites New car buyers Used car buyers 91%Use Online Sources 4.3 Sources (Avg.) 4.3 Sources (Avg.) 87%Use Online Sources Difference statistically significant (95% CL)˄ ˄ ˄ ˄ ˄ * Use search engines as a primary source.
  • 18. Google Confidential and Proprietary 18 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 18 36% 35% 33% 25% 20% 31% 28% 27% 26% 22% 20% 20% Television Magazines (print) Auto-enthusiast magazines Auto store displays Newspapers (print) Dealership showrooms Source: Which of the following offline sources, if any, did you use to look for information on automobiles? BASE: All new car buyers (n= 503), BASE: All used car buyers (n= 511) Television Magazines (print) Auto-enthusiast magazines Auto store displays Newspapers (print) Dealership showrooms Offline sources Used buyers are less likely to use offline sources Top Offline Sources 89%Use Offline Sources 3.2 Sources (Avg.) 2.9 Sources (Avg.) 70%Use Offline Sources New car buyers Used car buyers ˄ Difference statistically significant (95% CL)˄ ˄ ˄ ˄ ˄ ˄
  • 19. Google Confidential and Proprietary 19 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 19 68% 34% 60% 0% 36% 19% 74% 39% 36% 33% 31% 12% Friends,  family,  colleagues   Service  advisor/technician/mechanic   Dealer/store  salespersons   Private  auto  sellers*   I  saw  it  on  the  street   Manufacturer  representa4ves   Source: Which of the following in-person sources, if any, did you use to look for information on automobiles? BASE: All new car buyers (n= 503), BASE: All used car buyers (n= 511) In-person sources Over 9 in 10 use in-person sources Top In-Person Sources Friends, family, colleagues Service advisor/technician/mechanic Dealer/store salespersons Private auto sellers* On-street Manufacturer representatives * ‘Private auto sellers’ asked of used car buyers only 96%Use In-Person Sources 2.2 Sources (Avg.) 2.4 Sources (Avg.) 94%Use In-Person Sources New car buyers Used car buyers Difference statistically significant (95% CL)˄ ˄ ˄ ˄
  • 20. Google Confidential and Proprietary 20 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 20 68% 25% 42% 34% 37% 60% 0% 22% 36% 36% 74% 43% 39% 39% 38% 36% 33% 33% 31% 28% Friends,  family,  colleagues   Classified  ad/lis4ng  sites   Consumer  review  sites   Service  advisor/technician/mechanic   Search  engines   Dealer/store  salespersons   Private  auto  sellers*   Auto  sales  sites   I  saw  it  on  the  street   Television   Top 10 sources Source: Which of the following online, offline, in-person sources, if any, did you use to look for information on automobiles? BASE: All new car buyers (n= 503), BASE: All used car buyers (n= 511) Top 10 Sources Used buyers are more likely to use classified ad/listing sites Friends, family, colleagues Classified ad/listing sites Consumer review sites Service advisor/technician/mechanic Search engines* Dealer/store salespersons Private auto sellers* Auto sales sites I saw it on the street Television * ‘Private auto sellers’ asked of used car buyers only New car buyers Used car buyers Difference statistically significant (95% CL)˄ ˄ ˄ ˄ ˄ ˄ * Use search engines as a primary source.
  • 21. Google Confidential and Proprietary 21 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 21 11.3 2.5 4.5 4.9 5.9 11.6 0.0 2.0 7.6 2.8 19.6 9.2 7.4 6.5 5.9 5.3 4.1 3.7 3.3 2.7 Friends,  family,  colleagues   Classified  ad/lis4ng  sites   Service  advisor/technician/mechanic   Search  engines   Consumer  review  sites   Dealer/store  salespersons   Private  auto  sellers*   Auto  sales  sites   Automobile  manufacturer  sites   I  saw  it  on  the  street   Source: How influential was each of these sources? Allocate 100 points across all the sources based on how influential each one was in your final purchase decision. BASE: Those who use at least one source New (n= 493), Used (n= 506) Importance of sources Used buyers rely more on friends/family and online classifieds Top 10 Most Important Sources New car buyers Used car buyers Friends, family, colleagues Classified ad/listing sites Service advisor/technician/mechanic Search engines* Consumer review sites Dealer/store salespersons Private auto sellers* Auto sales sites Automobile manufacturer sites On-street Highest “importance” points of 100 total * ‘Private auto sellers’ asked of used car buyers only Difference statistically significant (95% CL)˄ ˄ ˄ ˄ ˄ ˄ ˄ ˄ * Use search engines as a primary source.
  • 22. Google Confidential and Proprietary 22 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 22 Online sources from pre-market to purchase Online sources are used from start to finish Become aware of new makes/models through online sources* Pre-Market Start of Research Say online sources gave ideas for makes/models In-Market Research Use online sources to help them decide Source: How do you generally learn about automobiles? BASE: Plan to purchase new automobile in next 12 months New (n= 503), Used (n=511) Which of these sources influenced your idea before you started shopping? BASE: Used at least one source and had some ideas New (n= 386), Used (n=329) 87% 91% 90% 93% New car buyers Used car buyers *Buyers who purchased a new/used car in last 12 months 92% 92% Difference statistically significant (95% CL)˄ ˄
  • 23. Google Confidential and Proprietary 23 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 23 75% 42% 44% 69% 34% 52% 1   2   3   73% 50% 50% 67% 41% 58% 1   2   3   67% 48% 55% 61% 40% 57% 1   2   3   49% 42% 52%52% 32% 53% 1   2   3   46% 32% 51% 45% 27% 46% 1   2   3   Source Types per Purchase Decision Source: Which of these sources helped you make these decisions? BASE: Those who use at least one source New (n: Online= 457, Offline= 449, In-Person= 482) Used (n: Online= 444, Offline= 356, In-Person= 481) Source types per decision Online sources inform all key decisions Dealer/SellerMake/Brand Price/FinancingFeaturesType/Model New Used Online In-PersonOffline Difference statistically significant (95% CL)˄ ˄ ˄ ˄ ˄ ˄ ˄ ˄ ˄
  • 24. Google Confidential and Proprietary 24 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 24 Mobile Process
  • 25. Google Confidential and Proprietary 25 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 25 95% 65% 43% 95% 63% 32% 1   2   3   Source: Which of these devices do you use regularly to go online/access the Internet? BASE: All new car buyers (n= 503), BASE: All used car buyers (n= 511) Mobile access Over 3 in 5 access the Internet via smartphone, 2 in 5 via tablet Desktop/Laptop Computer Smartphone Tablet Difference statistically significant (95% CL)˄ ˄ Devices to Access Internet
  • 26. Google Confidential and Proprietary 26 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 26 95% 57% 39% 95% 55% 28% 1   2   3   Desktop/Laptop Computer Smartphone Tablet 74% 14% 11% 75% 15% 8% Source: Approximately what percent of that time was spent on a (computer, smartphone, tablet) BASE: All new buyers (n= 503), BASE: All used buyers (n= 511) Use of devices and time spent Over half use smartphones for research New Used Difference statistically significant (95% CL)˄ ˄ ˄ Research Time per Device Devices for Car Research (Among those who own device)
  • 27. Google Confidential and Proprietary 27 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 27 91% 57% 57% 90% 60% 63% 1   2   3   78% 60% 59% 83% 60% 57% 1   2   3   75% 41% 51% 76% 39% 58% 1   2   3   66% 49% 55% 74% 49% 53% 1   2   3   62% 44% 42% 68% 49% 50% 1   2   3   Use of devices to make decisions Tablets help buyers tackle key decisions Devices per Purchase Decision Source: Which of these activities did you do on these devices? BASE: Those who own a device and do at least one activity New (n: computer= 362-438, smartphone= 228-265, tablet= 164-184) Used (n: computer= 306-379, smartphone= 193-239, tablet= 97-123) Dealer/SellerMake/Brand Price/FinancingFeaturesType/Model New Used Computer Smartphone Tablet Difference statistically significant (95% CL)˄ ˄
  • 28. Google Confidential and Proprietary 28 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 28 22% 40% 36% 45% 39% 39% 22% 15% 24% 30% 25% 19% 17% 24% 26% 36% 32% 31% Top sources per device 1 in 3 use a smartphone or tablet to access search engines Top 3 Online Sources per Device (Among those who own device) Source: Which online sources did you use on each of these devices? BASE: Those who use at least one online source and own a device New (n: computer= 432, smartphone= 269, tablet= 189) Used (n: computer= 423, smartphone= 252, tablet= 129) Classified ad/ listing sites Consumer review sites Search engines Search engines Classified ad/ listing sites Consumer review sites Classified ad/ listing sites Consumer review sites Search engines New Used Difference statistically significant (95% CL)˄ ˄ ˄ ˄
  • 29. Google Confidential and Proprietary 29 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 29 27% 29% 35%37% 35% 34% 14% 13% 20% 22% 17% 16% 18% 18% 20% 29% 21% 21% Research activities on devices Fewer new buyers use mobile devices for auto research Top 3 Shopping Activities per Device (Among those who own device) Looked up pricing info Read reviews - make/brand Compared features Read reviews - make/brand Read reviews - type/model Checked price while dealer/ seller to see if could get better price elsewhere Read reviews - make/brand Learned about features Compared features Source: Which of these activities did you do on these devices? BASE: Those who own a device and do at least one activity New (n: computer= 453, smartphone= 272, tablet= 189) Used (n: computer= 428, smartphone= 257, tablet= 128) New Used Difference statistically significant (95% CL)˄ ˄ ˄ ˄
  • 30. Google Confidential and Proprietary 30 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 30 77% 29% 17% 82% 26% 15% 43% 37% 32% 51% 37% 30% 55% 24% 22% 55% 28% 21% Source: When you were using these devices to look for information, were you … ? BASE: Those who use at least one location at computer, smartphone, or tablet New (n: computer= 432, smartphone= 269, tablet= 189) Used (n: computer= 423, smartphone= 252, tablet= 129) Where buyers do research Most research on tablets happens at home At home At work Visiting family members, friends, or colleagues at their homes At home In a restaurant , coffee shop, etc. On my regular commute At home Traveling In a restaurant, coffee shop, etc. Top 3 Locations per Device New Used Difference statistically significant (95% CL)˄ ˄
  • 31. Google Confidential and Proprietary 31 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 31 “On the spot” research 1 in 5 use smartphones at dealer/sellers at Dealerships Source: When you were using these devices to look for information, were you … ? BASE: Those who use at least one location at computer, smartphone, or tablet New (n: smartphone= 269, tablet= 252) Used (n: smartphone= 189, tablet= 129) New car buyers Used car buyers 23% Research on Smartphone at Dealerships 21% 23% Research on Tablet at Dealerships 12% Difference statistically significant (95% CL)˄ ˄ ˄
  • 32. Google Confidential and Proprietary 32 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 32 Search Process
  • 33. Google Confidential and Proprietary 33 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 33 Source: Which of the following online sources, if any, did you use to look for information on automobiles? Which search engines did you use at any point to research automobiles? BASE: All new car buyers (n= 503), BASE: All used car buyers (n= 511) Use of search engines Over 7 in 10 use search engines * Use search engines as a source or as a gateway to other online sources New Car Buyers 78%Of New Car Buyers Use Search Engines* for Auto Research Used Car Buyers 74%Of Used Car Buyers Use Search Engines* for Auto Research New Used 91% Use the Internet for Auto Research 87% Use the Internet for Auto Research Difference statistically significant (95% CL)˄ ˄
  • 34. Google Confidential and Proprietary 34 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 34 94% 18% 6% 8% 6% 3% 94% 15% 8% 7% 5% 3% Google   Yahoo   Ask  Jeeves   Bing  (MSN  Search)   Ya   Terra  Search   Source: Which search engines did you use at any point to research automobiles? BASE: New car buyer who used search engines (n= 391) BASE: Used car buyer who used search engines (n= 380) Search engine brands Almost all use Google 94% 94% Google New car buyers Used car buyers Top Search Engine Brands
  • 35. Google Confidential and Proprietary 35 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 35 Source: Tell us a story about a time you were using this source and why it was so influential. Why search engines are valuable Search engines are helpful “It took me to the page that helped me decide.” “I can find each and every question regarding the purchase across various objective sources, such as independent people who have experimented the car.” * Additional quotes in note section of this slide. All comments are available in an Excel document associated with this study. New Used “Technical information and various user opinions.”
  • 36. Google Confidential and Proprietary 36 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 36 Video Process
  • 37. Google Confidential and Proprietary 37 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 37 Source: Did you watch any videos online while you shopped for automobiles? BASE: All new car buyers (n= 503) BASE: All used car buyers (n= 511) Online automotive videos Over 2 in 5 of used buyers watch online car videos New Car Buyers 55%Of New Car Buyers Watch Auto Videos for Auto Research Used Car Buyers 44%Of Used Car Buyers Watch Auto Videos for Auto Research New Used 91% Use the Internet for Auto Research 87% Use the Internet for Auto Research Difference statistically significant (95% CL)˄ ˄ ˄
  • 38. Google Confidential and Proprietary 38 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 38 60% 21% 21% 10% 11% 12% 69% 19% 13% 12% 11% 10% YouTube   Google+   Automobile  manufacturer  sites   Search  engines   Daily  Mo4on   Consumer  review  sites     Source: On which of the following websites did you watch videos about automobiles? BASE: Watched videos New (n= 278), Used (n= 227) Use of video sites for auto research YouTube is the most popular site for watching car videos Top Video Sites for Watching Auto Videos Auto manufacturer sites Review Sites 60% 69% YouTube New car buyers Used car buyers Search Engines Difference statistically significant (95% CL)˄ ˄ ˄ ˄
  • 39. Google Confidential and Proprietary 39 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 39 Types of online auto videos Over 2 in 5 watch videos highlighting a brand or feature Source: What types of online videos did you watch while shopping for automobiles? BASE: Watched videos New (n= 278), Used (n= 227) Description of Auto Videos Watch Videos Highlighting brand/feature Highlighting brand/feature Comparison of 2+ automobiles Online versions of TV commercials Individuals review/opinion Educational videos Video tours of a dealership Email marketing videos 48% 46% New car buyers Used car buyers 48% 35% 35% 27% 17% 26% 18% 46% 42% 33% 32% 20% 15% 14% Difference statistically significant (95% CL)˄ ˄
  • 40. Google Confidential and Proprietary 40 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 40 How buyers find auto videos Most use search engines to find car videos Source: How did you find or hear about the videos you watched online? BASE: Watched videos New (n= 278), Used (n= 227) Search engine query Auto website visit Video site search Video site visit TV ad Social site visit Friend shared video Email Recommendation of dealer/seller Link in newspaper/magazine article How Buyers Find Auto Videos Find Auto Videos with Search Engines 39% 49% New car buyers Used car buyers 39% 29% 34% 22% 21% 21% 20% 15% 16% 14% 49% 32% 31% 22% 20% 19% 19% 17% 16% 15% Difference statistically significant (95% CL)˄ ˄ ˄
  • 41. Google Confidential and Proprietary 41 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 41 Videos on social and/or video sites Half watch videos on social or video sites Source: How did you find or hear about the videos you watched online? BASE: Watched videos New (n= 278), Used (n= 227) Think about the videos you watched on social and/or video sites. Were these videos posted ...? BASE: Watched videos on social/video site New (n= 156), Used (n= 117) Pages, Feeds or Channels Where Videos are Hosted Watch Videos on Social and/or Video Sites Auto brands Dealerships Friends 3rd-party brands 56% 51% New car buyers Used car buyers 68% 38% 37% 39% 55% 42% 40% 37% Difference statistically significant (95% CL)˄ ˄
  • 42. Google Confidential and Proprietary 42 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 42 Source: How much do you agree or disagree with each of these statements about the online videos you watched while shopping for automobiles? BASE: Watched videos New (n= 303) Used (n= 248) (Top 2 box scores on 5-point “Agree” scale) Influence of auto videos Car videos have a positive impact on brands Have a Positive Perception Of Online Auto Videos Say Online Auto Videos Have a Positive Impact on Brands Convenient Easy to find Good quality Wish there were more! Helps to narrow choices Provides awareness of new brands Piques interest in brand New car buyers Used car buyers 94% 91% 85% 83% 77% 72% 62% 58% 69% 64% 57% 53% 67% 53% 49% 62% 47% 43%
  • 43. Google Confidential and Proprietary 43 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 43 Producers of auto videos Most manufacturer-produced videos are online TV commercials Auto Videos Produced By … Manufacturers Dealers Third Parties Consumers/Friends Source: Were the videos you watched produced by manufacturers, dealers, third parties, and/or friends/consumers? BASE: Watched specific types of videos New (n varies 46-134), Used (n varies 32-105) ... Are Usually New car buyers Used car buyers 64% Email marketing videos Online versions of TV commercials Video tours of a dealership Video tours of a dealership Individuals’ review/opinion Individuals’ review/opinion Individuals review/opinion Educational videos 49% 58% 51% 50% 55% 42% 42%
  • 44. Google Confidential and Proprietary 44 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 44 36% 12% 18% 19% 12% 9% 31% 15% 14% 12% 9% 3% Videos  are  not  credible/trustworthy     Was  not  aware  of  auto  videos     Do  not  have  info  I  need     Videos  are  too  long     Videos  are  too    slow  to  load     Difficult  to  find   Why not watch auto videos 1 in 3 used buyers think car videos are not credible Reasons for not Watching Videos Source: Why didn’t you watch any online videos about automobiles while you were shopping? BASE: Did not watch videos New (n= 225), Used (n= 284) Not credible/trustworthy Unaware Not relevant Too long Too slow to load Difficult to find Videos are Not Credible/ Trustworthy 36% 31% New car buyers Used car buyers Difference statistically significant (95% CL)˄ ˄ ˄
  • 45. Google Confidential and Proprietary 45 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 45 Source: How likely are you to watch videos about automobiles online the next time you shop for an automobile? BASE: Watched videos New (n= 278), Used (n= 223) Future use of videos About 4 in 5 will use online videos for next car purchase 84% 79% New Used Plan to Watch Online Videos for Next Auto Purchase
  • 46. Google Confidential and Proprietary 46 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 46 Social Process
  • 47. Google Confidential and Proprietary 47 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 47 Use of social content Almost half of used buyers use social content Use of New Car Buyers Source: Which of these social sites, if any did you use over the time you were shopping for an automobile? BASE: All new car buyers (n= 503), BASE: All used car buyers (n= 511) Used Car Buyers 60%Use or Contribute Social Content Related to autos 48%Use or Contribute Social Content Related to autos New Used 65% Use Social Sites 56% Use Social Sites Difference statistically significant (95% CL)˄ ˄ ˄
  • 48. Google Confidential and Proprietary 48 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 48 33% 28% 20% 12% 5% 6% 27% 24% 21% 9% 4% 4% YouTube Facebook Google+ Twitter Instagram MySpace Use of social sites for research YouTube and Facebook are popular social sites for research Source: Which of these social sites, if any did you use over the time you were shopping for an automobile? BASE: All new car buyers (n= 503), BASE: All user car buyers (n= 511) Social Sites for Auto Research 33% 27% YouTube New car buyers Used car buyers 43% 39% Use YouTube and/ or Google+ Difference statistically significant (95% CL)˄ ˄˄ * * *Google+ figures likely inflated due to association with general Google brand
  • 49. Google Confidential and Proprietary 49 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 49 39% 38% 27% 35% 33% 34% Learned about an auto Read comments/ recommendations  Looked at pictures of autos 22% 22% 19% 17% 17% 13% Instant messaged (IM) about my shopping Shared opinions about my shopping Posted links to other auto sites Social media “consumers” and “producers” Buyers are consumers and producers of social 78% Are “Consumers” of Social Content Are “Producers” of Social Content Top 3 Consumer Activities Learn more Read comments/recommendations  View pictures Instant message (IM) about shopping Share opinions about shopping Post links to other auto sites Top 3 Producer Activities Source: How did you use or contribute social content about automobiles while you were shopping for an automobile? BASE: Use or contribute to social sites New (n= 326), Used (n= 281) 74% 66% 66% New car buyers Used car buyers Difference statistically significant (95% CL)˄ ˄
  • 50. Google Confidential and Proprietary 50 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 50 67% 62% 62% 59% 64% 63% 56% 55% Influence of social content Social content has a positive impact Source: How much do you agree or disagree with each of these statements about using social sites while shopping for automobiles? BASE: Used or contributed to social sites New (n= 303), Used (n= 248) (Top 2 box scores on 5-point “Agree” scale) Make shopping easy Get answers Make shopping fun Provide information Stay in touch with brands Increase confidence in decisions Introduce new brands New car buyers Used car buyers 63% 61% 50% 56% 55% 44% 89% 89%Have a Positive Perception of Social Sites 82% 76%Say Social Sites Have a Positive Impact on Brands
  • 51. Google Confidential and Proprietary 51 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 51 Source: How likely are you to use social sites for information about automobiles the next time you shop for an automobile? BASE: Used or contributed to social sites New (n= 302), Used (n= 248) Future use of social 2 in 3 expect to use social content for next car purchase 66%69% New Used Plan to Use Social Content for Next Auto Purchase
  • 52. Google Confidential and Proprietary 52 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 52 Contact Process
  • 53. Google Confidential and Proprietary 53 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 53 Source: How many times, if any, did you try to contact a manufacturer over the time you were shopping for an automobile? Include all the times you tried to make contact either by phone or online? BASE: Tried to contact manufacturer New (n= 495), Used (n= 497) Contacting manufacturers Used buyers are less likely to contact manufacturers Manufacturer 35% Attempt to Contact a Manufacturer During Research 53% 3.1 Contact Attempts (Avg.) 2.9 New car buyers Used car buyers Difference statistically significant (95% CL)˄ ˄
  • 54. Google Confidential and Proprietary 54 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 54 51% 56% 40% 28% 16% 58% 55% 48% 33% 23% Email   Phone   Webform   Social  media   Livechat   Source: You indicated that you tried to contact a manufacturer. How many times did you try to contact a manufacturer through: BASE: Contacted a manufacturer New (n= 263), Used (n= 175) How buyers contact manufacturers Over half of used buyers contact manufacturers via email Webform Email Phone Livechat Social Media Manufacturer 1.5 1.4 1.8 1.5 1.5 1.4 1.2 1.5 1.1 1.3 New car buyers Used car buyers Difference statistically significant (95% CL)˄ ˄ ˄ Contact Attempts (Avg.)Methods of Contact
  • 55. Google Confidential and Proprietary 55 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 55 Source: Think of the times you tried to contact a manufacturer by each of these methods. What kind of response did you generally receive? BASE: Contacted a manufacturer New (n varies= 42-147), Used (n varies= 39-101) Outcome of attempts to contact manufacturer Most positive manufacturer experiences occur on phone calls “Good” Manufacturer Response Outcomes Manufacturer New car buyers Used car buyers 41% 55% 33% 31% 29% 36% 39% 23% 36% 27% 1 2 3 4 5 Difference statistically significant (95% CL)˄ ˄
  • 56. Google Confidential and Proprietary 56 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 56 Source: You indicated that at least one of your attempts to contact a manufacturer online was very unsatisfactory. What went wrong? BASE: response to at least one type of manufacturer online request was slow and incomplete and/or never received What went wrong? Buyers say manufacturers are not responsive or relevant “I didn't receive a response to my emails.” “The internet didn't give all the information I was looking for.” “They sent me a courtesy email that had nothing to do with the questions I asked.” Manufacturer * Additional quotes in note section of this slide. All comments are available in an Excel document associated with this study. New Used
  • 57. Google Confidential and Proprietary 57 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 57 30% 45% 25% 25% 51% 24% Source: When you received a slow and/or incomplete response, what impact did it have on your choice of manufacturer? BASE: Received at least one slow and/or incomplete response New (n= 172), Used (n= 129) Impact of poor response from manufacturer Poor response prompts about half to evaluate new manufacturers Impact of a Poor Response from Manufacturer Manufacturer Switch to New Manufacturer Evaluate Other Manufacturer(s) Switch to New Manufacturer Evaluate Other Manufacturer(s) New Used No Impact No Impact
  • 58. Google Confidential and Proprietary 58 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 58 Source: How many times, if any, did you try to contact a dealer/seller over the time you were shopping for an automobile? Include all the times you tried to make contact either by phone or online? BASE: Tried to contact dealer New (n= 492), Used (n= 497) Contacting dealers Nearly 4 in 5 used buyers contact dealer/sellers Attempt to Contact a Dealer/Seller During Research Contact Attempts (Avg.)Dealer/Seller 78% 3.5 90% 3.7 New car buyers Used car buyers Difference statistically significant (95% CL)˄ ˄
  • 59. Google Confidential and Proprietary 59 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 59 11% 24% 29% 34% 2% 13% 27% 27% 30% 4% At the beginning Towards the middle Mid-way through Towards the end At time of purchase Source: Approximately how far into the purchase process did you first try to contact a dealer? BASE: Contacted dealer New (n= 443), Used (n= 389) Timing of initial dealer/seller contact Many first contact dealer towards end of research At the beginning Towards the middle Mid-way through Towards the end At time of purchase First Dealer Contact Purchase 2.7 2.1 New Used First Dealer Contact First Dealer Contact Average Time to Decide (Months) Difference statistically significant (95% CL)˄ ˄ ˄
  • 60. Google Confidential and Proprietary 60 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 60 39% 35% 30% 34% 30% 36% 28% 34% 32% 31% 30% 29% 28% 21% 1   2   3   4   5   6   7   Reasons to contact a dealer/seller Buyers contact dealers/sellers for many reasons Source: You indicated that you tried to contact a dealer over the time you were shopping for an automobile. Why did you try to contact a dealer? BASE: Contacted dealer New (n= 443), Used (n= 389) Contact Dealer to Ask Questions About Price/ Financing Top Reasons for Contacting a Dealer 34% 39% Ask about price/financing Ask all questions before visiting Avoid unnecessary dealership visits Ask about models/features Check stock availability Get hours/directions and plan a visit Book a test drive New car buyers Used car buyers Difference statistically significant (95% CL)˄ ˄ ˄
  • 61. Google Confidential and Proprietary 61 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 61 77% 43% 30% 20% 14% 77% 40% 24% 18% 10% Phone   Email   Webform   Social  media   Livechat   Source: You indicated you tried to contact a dealer. How many times did you try to contact a dealer through: BASE: Contacted a dealer New (n= 443), Used (n= 389) How buyers contact dealers/sellers About 2 in 5 contact dealers/sellers via email Contacts Attempts (Avg.)Forms of Contact Webform Email Phone Livechat Social Media Dealer/Seller New car buyers Used car buyers 2.7 2.4 1.9 2.1 1.7 1.7 1.3 1.5 1.5 1.5 Difference statistically significant (95% CL)˄ ˄
  • 62. Google Confidential and Proprietary 62 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 62 69% 51% 29% 34% 44% 63% 40% 37% 16% 24% 1 2 3 4 5 Source: Think of the times you tried to contact a dealer by each of these methods. What kind of response did you generally receive? BASE: Contacted dealer through specific method New (n varies= 64-340), Used (n varies= 39-301) Outcome of attempts to contact dealer Responses to online are less satisfactory Dealer/Seller New car buyers Used car buyers “Good” Dealer Response Outcomes Webform Email Phone Livechat Social Media Difference statistically significant (95% CL)˄ ˄
  • 63. Google Confidential and Proprietary 63 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 63 Source: You indicated that at least one of your attempts to contact a dealer online was very unsatisfactory. What went wrong? BASE: response to at least one type of dealer online request was slow and incomplete and/or never received What went wrong? Dealers/sellers are unresponsive “The process was very slow on their part.” “I asked for information and never received a response.” “I received an automatic, generic answer.” Dealer/Seller * Additional quotes in note section of this slide. All comments are available in an Excel document associated with this study. New Used
  • 64. Google Confidential and Proprietary 64 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 64 Source: When you received a slow and/or incomplete response, what impact did it have on your choice of dealer/seller? Select one. BASE: Received at least one slow and/or incomplete response New (n= 226), Used (n= 205) Impact of poor response from dealer/seller 1 in 5 switch dealers/sellers due to poor response Impact of a Poor Response from Dealer Dealer/Seller Switch to New Dealer/Seller Evaluate Other Dealer/Seller) Switch to New Manufacturer Evaluate Other Manufacturer(s) New Used No Impact No Impact 30% 50% 20% 29% 52% 20%
  • 65. Google Confidential and Proprietary 65 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 65 Visits Process
  • 66. Google Confidential and Proprietary 66 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 66 Visit at Least One Dealer Dealer Visits (Avg.) Source: How many visits to dealers/sellers, including the visit during which you made the purchase, did you make in total? The visit during which you purchased the automobile, approximately how many dealerships did you visit? BASE: All new car buyers (n= 496), BASE: All used car buyers (n= 495) Visiting a dealer/seller Used buyers visit a dealer/seller about 3 times 85% Visit 2+ Dealerships 48% 4.0 Different Dealerships Visited (Avg.) 2.9 98% 68% 3.3 2.8 New car buyers Used car buyers Difference statistically significant (95% CL)˄ ˄ ˄ ˄
  • 67. Google Confidential and Proprietary 67 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 67 14% 29% 24% 30% 3% 20% 23% 24% 24% 8% At the beginning Towards the middle Mid-way through Towards the end At time of purchase Source: Approximately how far into the purchase process did you first visit a dealer? BASE: All new car buyers (n= 503), BASE: All used car buyers (n= 511) Timing of initial dealer/seller visit 2 in 5 visit dealer/seller near the end of the process At the beginning Towards the middle Mid-way through Towards the end At time of purchase First Dealer Visit Purchase New Used 2.7 2.1 Average Time to Decide (Months) First Dealer Visit First Dealer Visit ˄ Difference statistically significant (95% CL)˄ ˄ ˄ ˄ ˄
  • 68. Google Confidential and Proprietary 68 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 68 1.5 1.5 1.4 1.7 2.0 1.8 72% 33% 26% 73% 38% 20% Source: How many test drives did you take, in total, before buying your automobile? BASE: All new car buyers (n= 337), BASE: All used car buyers (n= 333) You indicated that you took test drive(s). How many of these test drives did you book...? BASE: Took >0 test Drives New (n= 503), Used (n- 511) Test drives New buyers are more likely to book test drives online 67% Take Test Drives Prior to Purchase 2.0 Test Drives (Avg.) In-person By phone Online Test Drive Bookings (Avg.) Test Drive Booking Method: 65% 2.1 New Used Difference statistically significant (95% CL)˄ ˄ ˄
  • 69. Google Confidential and Proprietary 69 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 69 30% 31% 32% 27% 25% 29% 26% 27% 19% 15% 34% 34% 32% 31% 27% 27% 26% 23% 17% 16% 0% 5% 10% 15% 20% 25% 30% 35% 40% Citroen Renault Ford Peugeot Seat Opel Volkswagen Audi BMW Fiat Brands considered More used buyers consider Citroen or Renault Source: Here is a list of automobile brands/makes. All the brands/makes of automobiles you considered BASE: All new car buyers (n= 503) BASE: All used car buyers (n= 511) New Used Top 10 Car Brands (Considered)
  • 70. Google Confidential and Proprietary 70 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 70 18% 18% 22% 22% 18% 17% 16% 18% 11% 8% 14% 13% 13% 13% 10% 9% 8% 7% 5% 5% 0% 5% 10% 15% 20% 25% 30% 35% 40% Peugeot Citroen Renault Ford Seat Volkswagen Audi Opel Hyundai Kia For which of these brands did you visit a franchised/authorized dealership? BASE: All new car buyers (n= 502) BASE: All used car buyers (n= 499) Visits to dealers/sellers Used buyers visit fewer dealerships New Used Difference statistically significant (95% CL)˄ ˄ ˄ ˄ ˄ ˄ ˄ ˄ ˄ ˄ Top 10 Authorized Dealerships (Visits)
  • 71. Google Confidential and Proprietary 71 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 71 Purchase
  • 72. Google Confidential and Proprietary 72 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 72 6% 6% 7% 9% 7% 6% 6% 7% 4% 5% 9% 9% 9% 7% 7% 6% 6% 4% 4% 4% 0% 5% 10% 15% 20% 25% 30% 35% 40% Renault Peugeot Citroen Ford Volkswagen Opel Seat Audi BMW Hyundai Source: Here is a list of automobile brands/makes. All the brands/makes of automobiles you considered / Which of these statements best describes the automobile you purchased? BASE: All new car buyers (n= 503), BASE: All used car buyers (n= 511) Discover brand during research 11% Brands purchased Almost 1 in 10 used buyers purchase Renault New Used 23% Difference statistically significant (95% CL)˄ ˄ ˄ ˄ Top 10 Brands (Purchased)
  • 73. Google Confidential and Proprietary 73 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 73 32% 41% 38% 31% 28% 21% 26% 20% 12% 13% 17% 40% 36% 32% 26% 26% 23% 20% 14% 14% 14% 7% Fits  my  budget     Has  the  features  I  wanted   Is  the  model/type  I  needed   Be<er  quality   Be<er  fuel  efficiency   Recommended  by  family/friends   Safer   Has  the  style/image  I  wanted     Was  unhappy  with  my  previous  automobile   Always  wanted  to  own  this  make/brand   Be<er  for  the  environment   Brand “switchers” 2 in 3 buyers switch brands due to budget Reasons for Switching Source: Why did you switch to a new make/brand of automobile? BASE: All new car buyers (n= 338), BASE: All used car buyers (n= 343) BASE: Switched from previously owned brand New (n= 503), Used (n= 511) Budget Features Model/type Better quality Fuel efficiency Recommended by family/friends Safety Has the style/image I wanted Was unhappy with my previous automobile Always wanted to own this make/brand Environmental considerations 67% 67% Switch from Previously Owned Brand New car buyers Used car buyers Difference statistically significant (95% CL)˄ ˄ ˄ ˄
  • 74. Google Confidential and Proprietary 74 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 74 Top 5 Dealers/Sellers 15% 65% 4% 3% 2% 21% 19% 9% 5% 2% Source: Which one of the following best describes where you purchased your automobile? Which of these statements best describes the dealer or seller you purchased from? BASE: All new car buyers (n= 503), BASE: All used car buyers (n= 511) Where purchased car Independent dealers/sellers attract more used buyers Discover dealer during research Independent dealership Manufacturer authorized dealership From a friend Retail business of automotive Classified website 15% 41% 21% 15% Purchase from a Independent Dealership New car buyers Used car buyers Difference statistically significant (95% CL)˄ ˄ ˄ ˄ ˄ ˄
  • 75. Google Confidential and Proprietary 75 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 75 42% 47% 11% 35% 42% 23% Source: Which of these statements best describes the automobile you purchased? BASE: All new car buyers (n= 503) BASE: All used car buyers (n= 511) Final brand choice Research leads buyers to confirm or discover their final choice Brand Choice Discover Brand During Research Choose Make/ Brand Initially Considered Make/Brand was Always Top Choice Make/Brand was Always Top Choice Choose Make/ Brand Initially Considered Discover Brand During Research Difference statistically significant (95% CL)˄ ˄ ˄ ˄
  • 76. Google Confidential and Proprietary 76 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 76 40% 45% 15% Final dealer/seller choice Research leads buyers to confirm or discover their final choice Which of these statements best describes the dealer or seller you purchased from? BASE: All new car buyers (n= 503) BASE: All used car buyers (n= 511) Discover Brand During Research Choose Make/ Brand Initially Considered Make/Brand was Always Top Choice Make/Brand was Always Top Choice Choose Make/ Brand Initially Considered Discover Brand During Research 28% 31% 41% Difference statistically significant (95% CL)˄ ˄ ˄ ˄ Dealer/Seller Choice
  • 77. Google Confidential and Proprietary 77 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 77 Post- Purchase
  • 78. Google Confidential and Proprietary 78 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 78 Source: How, if at all, has the manufacturer contacted you since you purchased your automobile? BASE: Have been contacted by manufacturer New (n= 283), Used (n= 171) Post-purchase contact from manufacturers 1 in 3 used buyers are contacted by manufacturers Social websiteEmail Phone calls Text messagesBrochures/flyers in mail 56%Say Manufacturer has Contacted Them How Manufacturers Contact Buyers Post-Purchase 33% New Used 41% 17% 31% 41% 12% 31% 18% 20% 50% 16% Difference statistically significant (95% CL)˄ ˄ ˄ ˄
  • 79. Google Confidential and Proprietary 79 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 79 41% 11% 14% 74% 15% 31% 11% 15% 63% 13% Source: How, if at all, has the dealer contacted you since you purchased your automobile? BASE: Have been contacted by dealer New (n= 411), Used (n= 320) Post-purchase contact from dealers 3 in 5 used buyers are contacted by dealers/sellers Social websiteEmail Phone calls Text messagesBrochures/flyers in mail Say Dealer/Seller has Contacted Them 82% 63% New Used Difference statistically significant (95% CL)˄ ˄ ˄ ˄ How Dealers/Sellers Contact Buyers Post-Purchase
  • 80. Google Confidential and Proprietary 80 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 80 54% 60% 15% 10% 10% 59% 52% 12% 12% 12% Email Phone calls Brochures/flyers in mail Text messages Social site Source: How would you prefer a dealer or manufacturer stay in touch with you? BASE: All new car buyers (n= 471) BASE: All used car buyers (n= 439) Preferred method of contact Email or phone is the preferred method of contact Preferred Method of Contact Social website Email Phone calls Text messages Brochures/ flyers in mail 86% 94% New car buyers Used car buyers Want a Dealer or Manufacturer to Stay in Touch Difference statistically significant (95% CL)˄ ˄ ˄
  • 81. Google Confidential and Proprietary 81 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 81 Post a review or comment on a social site Contact the manufacturer to complain about my car Post a review on a review website Source: Which of the following, if any, have you done since purchasing your automobile? BASE: All new car buyers (n= 503), All used car buyers (n= 511) who took action New (n= 319), Used (n= 253) Post-purchase action Half of used buyers take action post-purchase Take Action After Purchasing Actions After Purchasing New Used 50% 64% 65% 26% 20% 21% 63% 28% 24% 19% Recommend  that  my  family   members,  friends  and/or  colleagues   buy  the  same  automobile   Post  a  review  or  comment  on  a  social   site   Post  a  review  on  a  review  website   (e.g.,  blogs,  message  boards,  forums,   etc.)   Contact  the  manufacturer  to   complain  about  my  automobile   Recommend that my family members, friends, and colleagues Difference statistically significant (95% CL)˄ ˄
  • 82. Google Confidential and Proprietary 82 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 82 Thank you