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Online shopping has become commonplace, but although there are online stores that serve the needs of the motorist, the online channel has not displaced the traditional garage or dealership as it has ...

Online shopping has become commonplace, but although there are online stores that serve the needs of the motorist, the online channel has not displaced the traditional garage or dealership as it has the traditional high street retailer. This report examines how motorists use the Internet, providing aftermarket distribution channels with a clear understanding of how to develop the online channel. Learn more with sample pages from our How motorists use the internet report

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How motorists use the internet- sample pages Document Transcript

  • 1. March 2014 How motorists use the internet | Charlie Schouten page 2 Although there are online opportunities within the automotive sector, purchasing and fitment behaviours dictate how successful the online channel can be. Online shopping has become commonplace, with customers using the internet to purchase everything from their weekly grocery shopping to books, music, clothes and even larger items such as furniture. Yet although there are online stores dedicated to serving the needs of the motorist, the online channel has not displaced the traditional garage or dealership network in quite the same way as it has the traditional high street retailer. Although there are opportunities for online retailers, purchasing and fitment behaviours dictate how successful the online channel can be. For those retailers who only wish to operate online, there is most market growth potential in the lower value peripheral and consumable types of components. Motorists tend to shy away from purchasing higher value, more complex components online because they do not feel confident in fitting them themselves. Since motorists tend to shy away from purchasing higher value, more complex components online because they do not feel confident in fitting them themselves, those online retailers that are able to partner with local garages, provide online fitment guidance or instruction or offer a mobile fitment service will win market share for these types of component. The use of the internet by motorists also varies geographically, impacting on the success of the various channels. Motorists in Europe’s five largest markets – Germany, the UK, France, Italy and Spain – are the least likely to use the internet for vehicle related purposes, with an average of 58% of respondents doing so. Even fewer use the internet to purchase vehicle parts or accessories, with on average only 19% buying vehicle parts on the internet. In contrast, a high proportion of motorists in Eastern Europe and Russia said that they use the internet for vehicle related purposes, with similarly high levels of use being identified in the emerging markets of China and India. Just 5% of respondents in Russia said that they did not use the internet for vehicle related purposes, while in China and Lithuania this figure stood at 7% and 16% respectively. The figures show that motorists in the emerging markets are more willing to research parts maintenance and service providers online, suggesting that there is a large gulf in component and vehicle awareness between countries such as Russia and the mature markets including the UK, where motorists are typically less likely to maintain their cars themselves. To find out more about the online opportunities in the online sector please contact enquiries@verdictretail.com The full report is available to purchase in our store.
  • 2. March 2014 How motorists use the internet | Charlie Schouten page 3 Some of our aftermarket channel reports MOTORIST ATTITUDES TO COMPONENT REPLACEMENT: INSIGHT AND RECOMMENDATIONS ATTITUDES TOWARD VEHICLE SERVICING AND REPLACEMENT: INSIGHT AND RECOMMENDATIONS