X ad report pathtopurchase - automotive

xAd Mobile Travel Path-to-Purchase:
Consumer Journey Analysis
Nielsen Smartphone Analytics Panel
Measurement Period: April 2012
Delivery: September 2012
Automotive

2
Copyright © 2012 The Nielsen Company. Confidential and proprietary. Source: Q2 2012 xAd Custom Report
Almost all Automotive mobile activity is through the web
Monthly Time per Person (hh:mm:ss) – Automotive
US, Android and iPhone, April 2012
15%15%
1%
Total Apps* Web
Unique Audience and Reach – Automotive
13.5M
854K
13.1M
Combined Automotive App/Web* Time per Person
00:08:38
Web
92%
00:07:59
Apps*
8%
00:00:39
*Caution: Low sample size. View app data directionally

3
1.2% 1.2%
1.0%
0.9% 0.9%
0.8% 0.8% 0.8%
0.7% 0.7%
0.6%
0.5% 0.5% 0.5%
0.4% 0.4% 0.4%
0.3% 0.3% 0.3%
Edm
unds.com
Kelley
Blue
Book
AutoG
uide.com
N
etw
ork
SIM
Autom
otive
W
ebsites
Internet B
rands
A
uto
N
etw
ork
AutoZone
AutoTrader.com
Toyota
C
ars.com
Ford
Yahoo! Autos
W
ebsites
AA
A
D
m
v.org
Advanceautoparts.com
Auto
Parts
W
arehouse
H
O
ND
A
C
ar and
D
river
O
'R
eilly
Auto
P
arts
C
hevrolet
Jeep
Informational sites like Edmunds, KBB, and AutoGuide are
the only properties that exceed 1% reach
Combined Web-App Reach % by Entity – Automotive

4
0.3%
0.2% 0.2% 0.2% 0.2%
Edmunds Kelley Blue Book Cars.com Toyota Entune AAA Discounts
Mobile automotive apps have very low penetration
Mobile App* Reach % by Entity – Automotive

5
1.0% 1.0% 1.0%
0.9% 0.9%
0.8% 0.8%
0.7%
0.6% 0.6%
0.5% 0.5% 0.5%
0.4% 0.4% 0.4% 0.4%
0.3% 0.3% 0.3%
Kelley
Blue
Book
AutoG
uide.com
N
etw
ork
Edm
unds.com
SIM
Autom
otive
W
ebsites
Internet B
rands
A
uto
N
etw
ork
AutoZone
AutoTrader.com
Ford
Yahoo! Autos
W
ebsites
TO
Y
O
TA
C
ars.com
D
m
v.org
AA
A
Auto
Parts
W
arehouse
H
O
ND
A
C
ar and
D
river
O
'R
eilly
Auto
P
arts
C
hevrolet
Jeep
Ford has the highest reach among auto manufacturers
Mobile Web Reach % by Entity – Automotive

6
8.3%
4.0%
3.0%
Automotive Info Auto Manufacturers Auto Parts
Information properties have the highest reach in auto
Combined Web-App Reach % by Sub-Category – Automotive
Kelley Blue Book
Autoguide.com
Edmunds
SIM Automotive
AutoTrader.com
Yahoo! Auto
Ford
Toyota
Honda
Chevrolet
Infiniti
Jeep
AutoZone
Auto Parts Warehouse
O’Reilly Auto Parts
Tirerack.com
Pep Boys

7
0.6%
0.2%
7.9%
3.9%
3.0%
Automotive Info Auto Manufacturers Auto Parts
App Web
All automotive sub-categories skew towards web usage
App* and Web Reach % by Sub-Category – Automotive
n/a

8
64%
65%
61%
68%
36%
35%
39%
32%
Automotive Total
Automotive Info
Auto
Manufacturers
Auto Parts
Male Female
Gender Composition by Sub-Category
US, Android, and iPhone, April 2012
Auto Parts skew older and more male than the other
automotive sub-categories
Age Composition by Sub-Category
16%
18%
12%
12%
31%
32%
34%
29%
24%
24%
25%
31%
14%
12%
9%
15%
15%
14%
19%
13%
Automotive Total
Automotive Info
Auto
Manufacturers
Auto Parts
18-24 25-34 35-44 45-54 55+

9
14%
16%
12%
15%
20%
21%
16%
20%
35%
31%
39%
38%
22%
24%
21%
16%
10%
8%
12%
10%
Automotive Total
Automotive Info
Auto
Manufacturers
Auto Parts
<$25K $25-50K $50-100K $100-150K $150K+
Income Composition by Sub-Category
Auto Manufacturers visitors have the highest income
Race Composition by Sub-Category
68%
69%
69%
69%
13%
13%
14%
15%
7%
4%
8%
6%
4%
6%
3%
5%
7%
7%
6%
6%
Automotive Total
Automotive Info
Auto
Manufacturers
Auto Parts
White / Caucasian Black / African-Amer
Asian / Pac Islander Mixed Race
Other

10
7%
9%
4%
5%
11%
10%
12%
10%
31%
33%
28%
39%
11%
13%
10%
11%
27%
24%
31%
25%
12%
12%
15%
9%
Automotive Total
Automotive Info
Auto
Manufacturers
Auto Parts
<High School High School or Equiv
Some College No Degree Associate Degree
Bachelor's Degree Postgraduate Degree
Education Composition by Sub-Category
46% of Auto Manufacturer users have at least a bachelor’s
degree; 14% of Auto Parts users are self employed
Employment Composition by Sub-Category
54%
54%
61%
55%
10%
11%
8%
8%
10%
8%
5%
14%
4%
4%
5%
3%
9%
9%
7%
7%
5%
4%
5%
7%
7%
8%
9%
5%
Automotive Total
Automotive Info
Auto
Manufacturers
Auto Parts
Full Time Part Time Self Employed
Homemaker Student Retired
Other

11
Case Study #1: Auto Researcher
• Male, 39, White, $75-
99K annual income,
Employed full time,
Bachelor’s degree,
married, iPhone
• Heavy user of mobile
retail sites, likes to
conduct research on
products he’s shopping
for
• Uses Google search as
his portal to find
information
Total Time Distribution in
Auto Research Session
Google Search
Wikipedia (Auto)
Automotive Info
Auto Manufacturers
Friday Afternoon
48%
32%
8%

12
Case Study #1: Auto Researcher
Friday Afternoon
4 mins on
Edmunds
15 mins inactivity
3 mins on
Land Rover
Discovery
page
11 mins on:
Search Results
Vehicle Overview
Features
Safety
Price
7 mins on:
Vehicle Info
Retailers
Video

13
Automotive reach among higher income males 25-54
exceeds 20%
11%
15%
21%
Automotive (total) M 25-54 $75K+ F 25-54 $75K+
Unique Audience and Reach – Automotive
13.5M
3.3M
1.3M
64%
50%
66%
36%
50%
34%
Automotive (total)
Edmunds
Carmax
Male Female
16%
19%
1%
31%
22%
35%
24%
38%
32%
14%
13%
16%
15%
8%
16%
Automotive (total)
Edmunds
Carmax
18-24 25-34 35-44 45-54 55+
Gender Composition
Age Composition

14
Case Study #2: Deal Hunter
• Man, 31, Asian / Pacific
Islander, $35-50K annual
income, Employed full
time, Some college but no
degree, married, HTC
EVO 4G
• Enjoys playing mobile
and console games
• Reads a lot of local news
content on his phone
Deal Hunter Session
Google Search
Auto Information
Auto Manufacturers
Monday Evening

15
Monday Evening
Later That Evening…
Case Study #2: Deal Hunter
4 minutes reading:
Top 10 Cheapest New
Cars You Can Buy
4 mins on
m.chevrolet.com
3 mins on
m.buick.com
Current Offers
Offer Results
3 mins on
m.gmc.com
Current Offers
Offer Results
Back to
m.chevrolet.com
for 6 minutes
until the end of
the session

16
Opportunity exists to target the <$75K income group
7.8%
8.8%
3.5%
4.6%
3.4%
2.5%
15.7%15.2%
Automotive
Total <$75K
Automotive
Total >$75K
Auto
Information
<$75K
Auto
Information
>$75K
Auto
Manufacturers
<$75K
Auto
Manufacturers
>$75K
Auto Parts
<$75K
Auto Parts
>$75K
Unique Audience and Reach by Income – Automotive
1.6M
6.4M
7.0M
1.9M
3.6M
3.6M
1.6M
1.0M

17
Case Study #3: Circumstantial User
• Woman, 27, White, $75-
99K annual income,
Self-employed, Some
college but no degree,
married, HTC Glacier
• Google is her preferred
search portal
• An avid reader and user
of the Kindle app
• Frequently texts using
the Handcent SMS app
Automotive Session
Google Search
Automotive Info
Auto Parts
Messaging
Thursday Afternoon
73%
12%

18
Case Study #3: Circumstantial User
ISSUE: This user is experiencing an oil leak in her Ford F-350. She uses
her phone to diagnose the problem and locate the part necessary to fix it.
Searches
threads on
ford-truck.com
user forums
Directed to the
auto section of
Fixya.com, Ford
F-350 oil pan
Directed to F-350
oil pan removal
page
Checks oil dipstick
leak page on
thedieselstop.com
2 mins on AutoZone.com:
Parts
Store Locator

19
More males than females visit auto parts sites but the time
spent by both is nearly identical
Monthly Time per Person (hh:mm:ss) – Auto Parts
1.7%
4.2%
3.0%
Auto Parts (total) Male Female
Unique Audience and Reach – Auto Parts
0:06:060:06:100:06:09
Auto Parts (total) Male Female
698K
1.9M
2.6M

20
Case Study #4: Gear Head
• Man, 33, Black / African-
American, $100-125K
income, employed full
time, bachelor’s degree,
married, iPhone
• Uses his mobile phone for
a variety of shopping
activities, not just auto part
related
• Frequently checks “daily
deal” apps like LivingSocial
and Groupon
Gear Head Session
Google Search
Auto Parts
Auto Information
Social Networking
Monday Morning
66%
21%

21
Case Study #4: Gear Head
Vehicle bolt
pattern reference
page for Acura
Visits Lugs-N-Stuff
eBay store
18 mins to purchase:
Brake Rotors
Brakes – searches models
Order Item Display
FamilyCar.com:
Acura car part search
Searches Acura
accessories and tires
Thmotorsports.com
Wheel studs
10 minutes browsing
Rockauto.com catalogue
10 minutes
browsing
Cars.com app
Acura Car Owner

22
African Americans have slightly higher reach and spend
more time on average on Auto Parts sites and apps
Monthly Time per Person (hh:mm:ss) – Auto Parts
3.2%
3.5%
3.0%3.0%
Auto Parts
(total)
White Black / African
American
Asian
Unique Audience and Reach – Auto Parts
0:07:38
0:04:15
0:05:560:06:09
Auto Parts
(total)
White Black / African
American
Asian
325K
1.8M2.6M
200K

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