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Your consumers use the Internet  when it comes to deciding which car they want to buy What are you doing about it?
The Role of the Internet in Automotive Buying India Market Research <ul><ul><li>Respondents were purchasers of a new or se...
Key Findings 1 The Internet is used at  every stage  of the purchase funnel for cars. 64% use the Internet throughout the ...
Video ads, sponsored links and animated ads are seen  and clicked on the most Recall at Least One Type of  Ad 81% n=813 n=...
Both new and used car buyers are enthusiastic about the Internet New Car Buyers Used Car Buyers “ I often go online to hav...
Brand Loyalty 1 Brand loyalty is strong 2 India car buyers have nearly four brands in their consideration set before begin...
New car buyers Used car buyers New to market Loyal New to market Switched Loyal n=471 Base:  Identified a specific (previo...
Prior to Information Search 1 Most car buyers enter the process with a few options in mind for the brand and model of car ...
Most car buyers have a few types, brands and models in mind  BEFORE they start the information search Type Brand Model Typ...
Information Search:  Online and Traditional Sources 1 The Internet is the preferred source of information overall 2 Seven ...
The Internet is the most popular starting point  when searching for information before a car purchase Base: All respondent...
Sources Used at Each of 3 Phases Used Any Online Sources Six in ten new car buyers used online sources  for general resear...
Information Search: Role of Internet and Manufacturer Websites 1 Manufacturer and dealer sites play a vital role in the re...
n=349 Base: Use the Internet Half or more new car buyers go online to read reviews, compare specifications or prices, loca...
Manufacturer websites are used to compare specifications,  read vehicle reviews, watch videos about the vehicle n=228 Base...
Manufacturer sites are also frequently used to locate or contact a dealer n=228 Base: Use manufacturer sites Dealer-Relate...
Information Search: Role of Search Engines 1 Over 90% of car buyers who research their purchase online use search engines,...
94% of online researchers use search engines,  69% consider them an “important” source 94% of those who use the Internet f...
More use search engines than any other method  to access various types of websites when researching new cars n varies: 30 ...
Information Search: Role of Online Videos, Ads and UGC 1 Online auto videos are used by two-thirds of new car buyers who u...
64% of those who used the Internet for vehicle research watched online videos 69% used the Internet for vehicle research n...
Base: Watched videos and recall the type The most common types of  videos are  online versions of car commercials and othe...
Purchase Cycle 1 More than eight in ten car buyers purchase within one month of  active  research. New car buyers take sli...
On average, new car buyers take longer to decide Average Days 9.8 Average Days 7.7 New Used 1 – 4 hrs 4 – 8 hrs 4+ weeks 1...
Nearly half of new car buyers say a poor experience in the past  deters them from using manufacturer sites  Did Not Think ...
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Browsing Before Buying: Auto

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Part One of a Mint series, in partnership with Google, that look at how consumers use the web before purchases. This presentation looks at prospective car buyers.

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Transcript of "Browsing Before Buying: Auto"

  1. 1. Your consumers use the Internet when it comes to deciding which car they want to buy What are you doing about it?
  2. 2. The Role of the Internet in Automotive Buying India Market Research <ul><ul><li>Respondents were purchasers of a new or second-hand personal vehicle and had made the purchase within the last 12 months </li></ul></ul>
  3. 3. Key Findings 1 The Internet is used at every stage of the purchase funnel for cars. 64% use the Internet throughout the purchase process 2 Many online sources – including search engines, manufacturer sites, review sites and auto sales sites – are used and valued more than many traditional (offline) sources 3 Ninety-three percent of online car researchers use a search engine for research and to locate other websites. 4 Online sources are important in locating final dealers and sellers. 5 Online videos are growing in importance, with two-thirds of online researchers using them to help decide. YouTube is the top site for auto-related online videos
  4. 4. Video ads, sponsored links and animated ads are seen and clicked on the most Recall at Least One Type of Ad 81% n=813 n=757 Recall seeing ad type Clicked on ad type
  5. 5. Both new and used car buyers are enthusiastic about the Internet New Car Buyers Used Car Buyers “ I often go online to have fun.” ( 52% vs. 60% ) “ I love the latest technology” ( 81% vs. 75% ) “ I like to stay up-to-date on the latest ways people use the Internet.” ( 76% vs. 73% ) 6.2 Avg. Hours new car buyers spend Online/Day 6.7 Avg. Hours used-car buyers spend Online/Day n=224 Base: Used car purchasers, prior to quota-sampling N=500 Base: New car purchasers, prior to quota sampling
  6. 6. Brand Loyalty 1 Brand loyalty is strong 2 India car buyers have nearly four brands in their consideration set before beginning their search
  7. 7. New car buyers Used car buyers New to market Loyal New to market Switched Loyal n=471 Base: Identified a specific (previously) purchased brand or are new to the vehicles market n=459 Switched Brand loyalty is strong in India, most purchased the same brand as their previous vehicle
  8. 8. Prior to Information Search 1 Most car buyers enter the process with a few options in mind for the brand and model of car they want 2 Used car buyers are more likely to know the brand or model of car they want (a sedan or SUV, for example), than the particular type
  9. 9. Most car buyers have a few types, brands and models in mind BEFORE they start the information search Type Brand Model Type Brand Model n=509 Base: New car purchasers n=500 Base: Used car purchasers Had no real idea Had a few options in mind Knew which one I wanted Used car buyers are more likely to be decided on the brand or model of the car than the type
  10. 10. Information Search: Online and Traditional Sources 1 The Internet is the preferred source of information overall 2 Seven in ten new car buyers use the Internet throughout the purchase process. New car buyers are more likely than used car buyers to go online first. 3 Car buyers focus their research on the Internet and recommendations from friends, family and colleagues. 4 Auto dealerships and magazines play a supporting role
  11. 11. The Internet is the most popular starting point when searching for information before a car purchase Base: All respondents First Place for Research
  12. 12. Sources Used at Each of 3 Phases Used Any Online Sources Six in ten new car buyers used online sources for general research, to compare options Friends, family and colleagues are critical in the initial decision phase Comparing options Final decision General research
  13. 13. Information Search: Role of Internet and Manufacturer Websites 1 Manufacturer and dealer sites play a vital role in the research process 2 New car buyers do an average of 7.6 activities on manufacturer sites
  14. 14. n=349 Base: Use the Internet Half or more new car buyers go online to read reviews, compare specifications or prices, locate dealers or learn about makes With respect to specific activities related to final purchase, respondents used the Internet for the following 31% watch online videos
  15. 15. Manufacturer websites are used to compare specifications, read vehicle reviews, watch videos about the vehicle n=228 Base: Use manufacturer sites Vehicle-Related Activities More than half go to manufacturer sites to read reviews activities done on manufacturer sites 35% watch videos on car manufacturer sites %
  16. 16. Manufacturer sites are also frequently used to locate or contact a dealer n=228 Base: Use manufacturer sites Dealer-Related Activities activities done on manufacturer sites %
  17. 17. Information Search: Role of Search Engines 1 Over 90% of car buyers who research their purchase online use search engines, either as a main source for research or as a gateway to other websites. 2 Over 60% of car buyers consider search engines “important” in the purchase process
  18. 18. 94% of online researchers use search engines, 69% consider them an “important” source 94% of those who use the Internet for vehicle research use search engines* 69% of those who use search engines for vehicle research find them “important” ** * Use search engines as a source or as a gateway to other online sources ** Top 2 box scores (4 or 5 on 5-pt. “important” scale) 69% use the Internet for vehicle research
  19. 19. More use search engines than any other method to access various types of websites when researching new cars n varies: 30 – 228; Base: Use site Methods used to typically find the websites used during the purchase process
  20. 20. Information Search: Role of Online Videos, Ads and UGC 1 Online auto videos are used by two-thirds of new car buyers who use the Internet for research. 2 User-generated content (UGC) sources are growing in importance. UGC users say such sources are informative, interesting and a good supplement
  21. 21. 64% of those who used the Internet for vehicle research watched online videos 69% used the Internet for vehicle research n=225 Base: Watched online videos for auto 64% of new car buyers who use the Internet for vehicle research watch car-related online videos N=349 Base: Use the Internet Video Sites for Auto-Related Videos
  22. 22. Base: Watched videos and recall the type The most common types of videos are online versions of car commercials and other videos by manufacturers Amateur and third-party professional online videos are watched by more used car buyers Denotes stat. sig. difference at a 80% confidence level
  23. 23. Purchase Cycle 1 More than eight in ten car buyers purchase within one month of active research. New car buyers take slightly longer to decide which car to buy 2 Most car buyers make their purchases in November, December or January
  24. 24. On average, new car buyers take longer to decide Average Days 9.8 Average Days 7.7 New Used 1 – 4 hrs 4 – 8 hrs 4+ weeks 1 – 4 weeks 8 – 24 hrs 1 – 4 hrs 4+ weeks 1 – 4 weeks 1 – 3 days n=509 Base: Purchased new car n=500 Base: Purchased used car Amount of time spent actively researching vehicles (from the time research was first started to actual purchase Net: within 1 wk = 54% Net: within 1 mth = 81% Net: within 1 wk = 65% Net: within 1 mth = 85% 8 – 24 hrs 1 – 3 days 3 – 7 days 4 – 8 hrs 3 – 7 days
  25. 25. Nearly half of new car buyers say a poor experience in the past deters them from using manufacturer sites Did Not Think of It Unsatisfying Experience in Past n=281 Base: Did not use manufacturer sites n=367 Limited pricing information and lack of vehicle reviews are primary complaints Why not use manufacturer sites? Q: Why did you not visit a manufacturer's website during your research process? New Used

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