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Constant consideration-study research-studies
Constant consideration-study research-studies
Constant consideration-study research-studies
Constant consideration-study research-studies
Constant consideration-study research-studies
Constant consideration-study research-studies
Constant consideration-study research-studies
Constant consideration-study research-studies
Constant consideration-study research-studies
Constant consideration-study research-studies
Constant consideration-study research-studies
Constant consideration-study research-studies
Constant consideration-study research-studies
Constant consideration-study research-studies
Constant consideration-study research-studies
Constant consideration-study research-studies
Constant consideration-study research-studies
Constant consideration-study research-studies
Constant consideration-study research-studies
Constant consideration-study research-studies
Constant consideration-study research-studies
Constant consideration-study research-studies
Constant consideration-study research-studies
Constant consideration-study research-studies
Constant consideration-study research-studies
Constant consideration-study research-studies
Constant consideration-study research-studies
Constant consideration-study research-studies
Constant consideration-study research-studies
Constant consideration-study research-studies
Constant consideration-study research-studies
Constant consideration-study research-studies
Constant consideration-study research-studies
Constant consideration-study research-studies
Constant consideration-study research-studies
Constant consideration-study research-studies
Constant consideration-study research-studies
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Constant consideration-study research-studies

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  • 1. Constant ConsiderationBrand choice on the newvehicle path to purchaseSeptember 2012 Google Confidential and Proprietary 1
  • 2. Google Confidential and Proprietary 2
  • 3. Pre-marketPost-market In-market Google Confidential and Proprietary 3
  • 4. Research goals and key findingsGoals•  How do phases of vehicle shopping work together?•  How do vehicle shoppers discover and choose brands?•  What are the greatest opportunities for brand influence?Key findings•  Moments of brand consideration occur at each phase•  An initial consideration set is formed pre-market•  Most shoppers switch to or discover the brand they buy while in-market•  Post-market, vehicle service moments are opportunities to drive brand endorsement and loyaltySource: Constant Consideration: New Vehicle Path to Purchase, Compete/Polk/TNS September 2012. Google Confidential and Proprietary 4
  • 5. What did we do?Clickstream, survey and ethnographic studies>10,000 >1,000 10Purchaser Digital Paths Surveys Ethnography Participants•  Clickstream analysis of new vehicle •  Online survey •  4 day immersive online ethnography purchaser search path within the 6 •  Fielded to new vehicle buyers who •  Tasks included: months prior to purchase purchased within the past twelve –  Visual depictions of purchase•  Matched Compete’s panel of 2 million months timeline online consumers to Polk new vehicle •  Fielded July– August 2012 –  Touchpoint placement along registration data purchase timeline•  Focus on first query, last query, and –  Emotional linkages to purchase overall query volume by keyword type process –  Digital media collage•  2010 purchasers •  Conducted July 2012Source: Constant Consideration: New Vehicle Path to Purchase, Compete/Polk/TNS September 2012. Google Confidential and Proprietary 5
  • 6. Agenda 1   Pre-market •  An initial consideration set is formed before a purchase need is identified 2   In-market •  Most shoppers will discover or switch brands in-market •  Digital tools have become the most common research sources •  Influence high potential, open-minded shoppers across screens 3   Post-market •  High satisfaction leads to brand endorsement opportunity •  Ownership milestones can influence the next purchaseSource: Constant Consideration: New Vehicle Path to Purchase, Compete/Polk/TNS September 2012. Google Confidential and Proprietary 6
  • 7. Pre-market Google Confidential and Proprietary 7
  • 8. Example pre-market influences•  Road trips •  Life changes•  Car rentals •  Income changes•  Current vehicle •  Cars in lots•  Maintenance experiences •  Cars on the road•  Mileage milestones •  Memorable brand engagement “There was one commercial that I think was so good we had to YouTube it as it made its way around my circle of friends. The commercial was called ‘Swagger wagon’, there was a whole series that was viral with my friends…”Source: Constant Consideration: New Vehicle Path to Purchase, Compete/Polk/TNS September 2012. Google Confidential and Proprietary 8
  • 9. 1 2 “I made a list of “Then I startedvehicle brands I might researching” buy”Counterintuitively, consumers have an initialshopping list already in mind before they startresearchingSource: Constant Consideration: New Vehicle Path to Purchase, Compete/Polk/TNS September 2012. Google Confidential and Proprietary 9
  • 10. Shoppers form an initial shopping list before they are in-marketVehicle purchasers’ first in-market query by term type 12% 63% of purchasers start their online research with a brand in mind 43% 25% Competitor brand Brand purchased 3rd party auto site Vehicle segment 20%Source: Constant Consideration: New Vehicle Path to Purchase, Compete/Polk/TNS September 2012. Google Confidential and Proprietary 10
  • 11. In-market Google Confidential and Proprietary 11
  • 12. One Example Search Path COMPETITOR BRANDS SEARCHED BRAND PURCHASED:Lexus Infiniti Lexus BMWprices G35 Sterling BMW BMW USA Source: Constant Consideration: New Vehicle Path to Purchase, Compete/Polk/TNS September 2012. Google Confidential and Proprietary 12
  • 13. Most shoppers will switch to or discover thebrand they buy in-marketVehicle purchasers’ first in-market query by term type 12% 20% 20% 43% of vehicle purchasers first research the same brand they ultimately buy Competitor brand 3rd party auto slide Brand purchased 25% Vehicle segmentSource: Constant Consideration: New Vehicle Path to Purchase, Compete/Polk/TNS September 2012. Google Confidential and Proprietary 13
  • 14. Share of purchaser queries by term typeVehicle purchaser’s first in-market query by term type 73% 27% 35% of vehicle purchaser search activity involves cross shopping 9% Brand Purchased Vehicle Segment 3rd Party Auto Site Competitor Brand 30%Source: Constant Consideration: New Vehicle Path to Purchase, Compete/Polk/TNS September 2012. Google Confidential and Proprietary 14
  • 15. Who are the mostopen-mindedin-market shoppers? Google Confidential and Proprietary 15
  • 16. Open-minded shoppers are often younger New vehicle purchaser’s age by number of brands considered 21% 32% 39% 1 4+ 48% brand brands 31% 29% 18-34 35-54 55+Source: Constant Consideration: New Vehicle Path to Purchase, Compete/Polk/TNS September 2012. S1. Which one of the following categories contains your age? Please 16 Google Confidential and Proprietaryselect one answer only. N= varies by segment
  • 17. They are likely to buy more expensive vehiclesOpen-minded shoppers are twice as likely to spend over $40K New vehicle purchase price by number of brands considered 13% 10% 17% 18% 22% 38% 1 2–3 4+ brand brands brands 52% 65% 65% <$20k $20k to <$40k $40k+Source: Constant Consideration: New Vehicle Path to Purchase, Compete/Polk/TNS September 2012. Google Confidential and Proprietary 17
  • 18. Those considering more brands are less pricesensitive and look to recoup on fuel efficiency 25% Fuel efficiency/economy 20% 8% Safety features 8% Column2 22% Style/design 21% 9% Quality ratings 4+ Brands 11% (n=245) 10% Total Price (n=1,072) 17%O2. What is the primary vehicle feature or reason you selected the specific car/truck you purchased? Please select one answer only. Top 5 selections.N= varies by segment. Google Confidential and Proprietary 18Source: Constant Consideration: New Vehicle Path to Purchase, Compete/Polk/TNS September 2012.
  • 19. They are more likely to have switched fromanother brand Was this the first time your ever purchased this brand? 28% 40% 1 52% 2–3 48% 4+ brand brands brands 60% 72% Yes NoSource: Constant Consideration: New Vehicle Path to Purchase, Compete/Polk/TNS September 2012. Google Confidential and Proprietary 19
  • 20. How do you reach theseopen-minded shoppers? Google Confidential and Proprietary 20
  • 21. In general, auto shoppers increasingly relyon digital toolsPercentage of new vehicle buyers who used each sourceTest drive at a dealership 79%Visited a dealership to view cars 76%Dealership websites 74%Car/truck manufacturer websites 74%Salesperson at a dealership 72%Search engines 64%Vehicle evaluation websites 61%Consumer reviews online 57%Professional automotive review websites 55%Family members, friends, and/or colleagues 48%Regional/dealer group automotive websites 45%Online mapping tools 35%TV 32%Newspaper 32%Newspaper websites 29%Video websites 29%Magazines 28%Social media websites 28%Flyers or brochures received in the mail 26%Other online sources 25%Radio 19%Rental car experience 16%Source: Constant Consideration: New Vehicle Path to Purchase, Compete/Polk/TNS September 2012.RT1: Which of the following online sources, if any, did you use to look for information on cars/trucks using these types of devices? n=1072. Inclusive of computer, mobile Google Confidential and Proprietaryand tablet usage. Digital sources are aggregated, inclusive of mobile, tablet, desktop. RT2: Besides using the internet, which of the following sources, if any, did you use to 21look for info on cars/trucks?
  • 22. Mobile shoppers use their devices very regularlyTablet users slightly more likely to use the device daily or weekly Daily or weekly usage of devices, among mobile/tablet shoppers 77% Mobile phone 79% TabletRT4. How often did you use each of the following devices while shopping for cars/trucks? Please select only one response per device. Mobile phone = 394, Tablet = 353. 22 Google Confidential and ProprietarySource: Constant Consideration: New Vehicle Path to Purchase, Compete/Polk/TNS September 2012.
  • 23. Brand agnostic shoppers are multi-screenersAlmost twice as likely to research on mobile/tabletDevices used to search 65% 54% 51% 38% 22% 19% 17% 14% Computer 11% 12% 5% 5% Tablet Mobile Total 1 Brands 2-3 Brands 4+ Brands (n=1,072) (n=376) (n=451) (n=245)RT1. Which of the following online sources, if any, did you use to look for information on cars/trucks using these types of devices? n=1072 23 Google Confidential and ProprietarySource: Constant Consideration: New Vehicle Path to Purchase, Compete/Polk/TNS September 2012.
  • 24. Find open-minded shoppers watchingvideo across screensUsage of video sharing site 26% 29% research using video 20% 16% 15% 43% who are open to many brands watch online video, with most of the incremental viewing 8% 7% coming from mobile and tablet Used this source on a computer Used this source on a tablet Total (1,072) 4+ Brands Used this source on a mobile phone (n=245)RT1. Which of the following online sources, if any, did you use to look for information on cars/trucks using these types of devices? n=varies by segment 24 Google Confidential and ProprietarySource: Constant Consideration: New Vehicle Path to Purchase, Compete/Polk/TNS September 2012.
  • 25. Those considering more brands shopmore placesMobile devices enable constant consideration behaviorMobile research locations by number of brands considered On a train/bus/subway/ plane At home Out of town At a train station/bus station/ At work airport At a dealership Waiting in line, waiting for an appointment, etc. 4+ brands (n=114) Traveling from one In a restaurant, dealership to another coffee shop, etc. 2-3 brands (n=172) Visiting family members, 1 brand (n=52) friends, or colleagues at their homes Total (n=338)Source: RT13. From which of the following locations did you use your mobile device(s) (e.g., tablet and/or mobile phone) to shop for cars/trucks? Please select all thatapply. N= varies by segment. Google Confidential and Proprietary 25Source: Constant Consideration: New Vehicle Path to Purchase, Compete/Polk/TNS September 2012.
  • 26. Undecided shoppers are more likely to engagewith your siteAll activities are more often used by those considering many brandsUsage of OEM site features 70% Read car/truck features and specifications 49% 64% Viewed current offers 38% 63% Compared different vehicles 34% 62% Viewed images of cars/trucks 57% 56% Built and priced my own version of cars/trucks 35% 55% Located a dealership 29% 51% Read consumer reviews 26% 49% 4+ brands Read automotive reviews 24% considered (n=206) 44% 1 brand Requested a quote 14% considered (n=224)RT10. Earlier you mentioned you visited car/truck manufacturer websites. Which of the following, if any, did you do on car/truck manufacturer websites while shoppingfor cars/trucks? N=varies by segment Google Confidential and Proprietary 26Source: Constant Consideration: New Vehicle Path to Purchase, Compete/Polk/TNS September 2012.
  • 27. Brand agnostic shoppers search to discover andcross-shopThey’re 3 times as likely to discover new brands through searchHow search helped with research 65% Obtain general information 58% 39% Compare prices across brands 21% 34% Compare features across brands 13% 33% Decide which vehicle brand to purchase 12% Discover brands I wasn’t aware of 29% 7%Decide which dealership to purchase from 27% 22% 4+ brands considered (n=44) Learn more about brands I was aware of 21% but hadn’t previously considered 10% 1 brands considered (n=43)RT7. How did each of the following source(s) help you while you shopped for cars/trucks on your computer? N=909 27 Google Confidential and ProprietarySource: Constant Consideration: New Vehicle Path to Purchase, Compete/Polk/TNS September 2012.
  • 28. Drive earned media and dealer engagementwith videoAfter watching a video, open minded shoppers are more likely tovisit a dealer and search dealer inventoryAs a result of watching an online video, which actions did you perform? 65% Visited a dealership 58% 39% Searched dealer inventory 21% Dealer- related 34% Talked to family, friends 13% Earned media 33% Shared a video 12% 4+ brands considered (n=44) 1 brands considered (n=43)Source: VI6. As a result of watching videos about cars/trucks online, which of the following actions, if any, did you perform? Please select all that apply.N= varies by segment Google Confidential and Proprietary 28Source: Constant Consideration: New Vehicle Path to Purchase, Compete/Polk/TNS September 2012.
  • 29. Those considering more brands are morelikely to interact with dealers, both inperson and digitallyHow did you engage with dealers? 70% 65% 47% 43% 30% 30% In-person Phone Email Total 4+ Brands (n=946) (n=229)Source: O4. Which of the following, if any, did you do before you purchased your car/truck? Please select all that apply. N= varies by segment. 29 Google Confidential and ProprietarySource: Constant Consideration: New Vehicle Path to Purchase, Compete/Polk/TNS September 2012.
  • 30. Open-minded shoppers are more active whenthey get to the lotTop 5 activities performed on mobile device while at a dealership? 51% Sent a picture 29% 49% Looked at 3rd party/consumer reviews 27% 48%Reviewed description of specific model 30% 46% Checked to see if it was in stock 29% 44% Used comparison tool 4+ Brands (n= 107) 24% Total (n=313)O5. Which of the following activities, if any, did you perform on a mobile device (e.g., tablet and/or mobile phone) while shopping for a car/truck at adealership. N= varies by segment. Google Confidential and Proprietary 30Source: Constant Consideration: New Vehicle Path to Purchase, Compete/Polk/TNS September 2012
  • 31. Post-market Google Confidential and Proprietary 31
  • 32. New vehicle purchasers areoverwhelmingly satisfied 1% 1% 4% 94% of new vehicle buyers 34% are initially satisfied with their purchase 60% 5 4 3 2 1 Extremely Not at all satisfied satisfiedP1: How satisfied are you, overall, with your recent car/truck purchase? N= 1,072. 32 Google Confidential and ProprietarySource: Constant Consideration: New Vehicle Path to Purchase, Compete/Polk/TNS September 2012.
  • 33. Open-minded shoppers becomeengaged ownersDigital engagement increases 4X 77% 65% 54% 50% 31% 4+ brands (n=245) 7% 1 brands (n=376) Any action Offline action Online actionSource: P3. Which of the following, if any, have you done since you purchased your car/truck? Please select all that apply. N= varies by segment. 33 Google Confidential and ProprietarySource: Constant Consideration: New Vehicle Path to Purchase, Compete/Polk/TNS September 2012.
  • 34. Owners cite influential loyalty momentsService experiences play a role in post-market brand opinion87% 56%likely to are repeatpurchase the purchaserssame brandPost-market Pre-market Purchased Attachment Routine Mileage current Driving trips Life changes develops maintenance milestone vehicle Influential Brand Moments Cited by OwnersSource: Constant Consideration: New Vehicle Path to Purchase, Compete/Polk/TNS September 2012. P2: Thinking about the next time you shop for a car/truck, how likelywould you be to purchase the same brand? BI4: Was this the first time you ever purchased a/an <Make>? Google Confidential and Proprietary 34
  • 35. Constant consideration Google Confidential and Proprietary 35
  • 36. Implications and opportunities  The constant consideration cycle  Customers form brand opinions during each phase, indicating that brand-building should be a shared responsibility of the brand, in-market, and service teams.  Pre-market  Customers form an initial consideration set before they are in-market. With years between purchase in the post-to-pre market phase, marketers should create memorable brand experiences to influence shoppers during this lengthy time.  In-market  The most common brand choice path involves switching from the initial brand searched to the brand ultimately purchased, indicating that competing for awareness and favorable opinion is just as important in the in-market phase. Drive consideration and purchase intent in-market across screens to reach the most open-minded shoppers. Evaluate your in-market strategy against both consideration and sales goals.  Post-market  Open-minded shoppers become the most engaged owners. Enable digital endorsement at the dealership, and through social, review, and maps channels. Owners cite service moments as brand influencers. Treat maintenance moments as branding opportunities to amplify the attachment. Source: Constant Consideration: New Vehicle Path to Purchase, Compete/Polk/TNS September 2012. Google Confidential and Proprietary 36
  • 37. Thank you Google Confidential and Proprietary 37

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