The document contains data on search and purchase paths for different brands. It shows that: - 58% of brand purchasers finished their search on the brand website, while 21% finished on a competitor and 19% on a third party. - 24% of brand purchasers started their search on 2-4 different sites, while 12% started on a competitor and 23% started on a third party. - The most commonly searched competitive brands by purchasers were Chevrolet, Ford, Honda, Toyota and Nissan.

1. Google Confidential and Proprietary
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Query Path Breakout: Volume Purchasers
Brand Purchased Competitor Segment Third Party
Brand Purchased 58% 49% 22% 36%
Competitor 21% 33% 19% 26%
Segment 2% 7% 37% 9%
Third Party 19% 11% 22% 29%
Finishedon->
24% 41%Started on -> 12% 23%

2. Google Confidential and Proprietary
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2 to 4 Sites
36% 35% 20%9%
Share of purchasers that finished on:
3rd PartySegmentCompetitorBrand Purchased
First and Last Search: Volume Purchasers
Brand Purchased
2 to 4 Sites
24% 41% 23%
Competitor Segment
12%
3rd Party
Share of purchasers that started on:

3. Google Confidential and Proprietary
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Competitive Set Analysis
What are the competitive brands most commonly searched by purchasers?
Purchased
Chevrolet Ford Honda
Ford
16%
GMC
13%
Chevrolet
20%
Honda
12%
Toyota
21%
Nissan
15%
Nissan
9%
Dodge
9%
Ford
12%
Toyota
9%
ShareofPurchasersthatSearchedon:
Jeep
7%
Kia
7%
Nissan
Ford
14%
Toyota
11%
Honda
11%
Chevrolet
12%
Toyota
Nissan
17%
Chevrolet
16%
Honda
14%
Hyundai
10%
Ford
16%
Kia
9%
Subaru
11%
Chevrolet
7%
Kia
9%
Volume
Ford
12%
Chevrolet
12%
Nissan
9%
Toyota
8%
Honda
9%
Toyota
9%