BMW	
  USA	
  
Facts,	
  Stats	
  &	
  Juicy	
  Data	
  
Michael	
  Browne:	
  michaeltbrowne@gmail.com	
  
The	
  Audience	
  
Michael	
  Browne:	
  michaeltbrowne@gmail.com	
  
60:40	
  Male	
  to	
  Female	
  	
  
Divide	
  
Young	
  
25-­‐44	
  
Don’t	
  
have	
  Kids	
  
High	
  Income	
  
Earners	
  
Highly	
  Educated	
  
Mostly	
  Caucasian	
  
BMW	
  Online	
  
Michael	
  Browne:	
  michaeltbrowne@gmail.com	
  
BMW	
  USA	
  aRracts	
  
240,000	
  U.M.V	
  
BMW	
  USA	
  aRracts	
  
240,000	
  U.M.V	
  
Well	
  ahead	
  of	
  Audi	
  USA	
  
Slightly	
  behind	
  Lexus	
  USA	
  
But	
  well	
  Behind	
  Mercedes	
  Benz	
  USA	
  
Search	
  AcXvity	
  
Michael	
  Browne:	
  michaeltbrowne@gmail.com	
  
BMW	
  leads	
  the	
  way	
  in	
  U.S	
  search	
  terms	
  
Figures	
  climbing	
  back	
  to	
  their	
  2008	
  high	
  
Geographically	
  most	
  	
  
Searched	
  for	
  on	
  east	
  	
  
and	
  west	
  coasts	
  
Of	
  USA	
  
Which	
  is	
  a	
  similar	
  trend	
  to	
  Audi	
  
Mercedes	
   Lexus	
  
However	
  Lexus	
  and	
  Mercedes	
  are	
  
More	
  searched	
  for	
  in	
  some	
  southern	
 ...
Consumer	
  Barometer	
  shows	
  that	
  20%	
  of	
  people	
  	
  
research	
  exclusively	
  online	
  without	
  ever...
Online	
  Car	
  research	
  is	
  predominately	
  carried	
  	
  
out	
  on	
  PC	
  or	
  laptop	
  with	
  mobile	
  a...
80%	
  of	
  luxury	
  car	
  brand	
  consumers	
  expect	
  their	
  	
  
brands	
  to	
  be	
  highly	
  visible	
  and...
Some	
  popular	
  BMW	
  You	
  Tube	
  search	
  
Terms	
  include…	
  	
  
Social	
  Media	
  
Michael	
  Browne:	
  michaeltbrowne@gmail.com	
  
BMW	
  USA	
  has	
  nearly	
  	
  
1	
  million	
  FB	
  Likes	
  
GeneraXng	
  40,000	
  
conversaXons	
  
This	
  is	
  well	
  behind	
  	
  
Both	
  Audi	
  and	
  Mercedes	
  
BMW	
  is	
  highly	
  talked	
  about	
  with	
  Topsy	
  
Showing	
  it	
  generated	
  3,500	
  twiRer	
  	
  
conversa...
And	
  an	
  average	
  of	
  between	
  25-­‐35K	
  tweets	
  	
  
Per	
  day	
  between	
  mid	
  July	
  and	
  mid	
  ...
This	
  is	
  on	
  par	
  with	
  Mercedes	
  and	
  Audi	
  and	
  far	
  ahead	
  of	
  Lexus	
  
In	
  General	
  BMW	
  social	
  media	
  commentary	
  is	
  posiXve	
  	
  
according	
  to	
  social	
  menXon	
  with...
Campaign	
  Kudos	
  
Michael	
  Browne:	
  michaeltbrowne@gmail.com	
  
Some	
  recent	
  BMW	
  campaigns	
  that	
  gained	
  tracXon	
  	
  
Among	
  the	
  digital	
  creaXve	
  community	
  
Rival	
  Campaigns	
  also	
  worth	
  noXng	
  
But	
  nothing	
  can	
  beat	
  the	
  wow	
  factor	
  of	
  
a	
  genius	
  concept,	
  perfectly	
  executed	
  	
  
Insights	
  
Michael	
  Browne:	
  michaeltbrowne@gmail.com	
  
Insights	
  
•  BMW	
  are	
  operaXng	
  in	
  a	
  highly	
  compeXXve	
  U.S	
  
market.	
  Its	
  main	
  rivals	
  ar...
•  BMW	
  appeals	
  primarily	
  to	
  young,	
  single,	
  highly	
  
educated	
  and	
  high	
  earning	
  urbanites.	
...
•  In	
  the	
  luxury	
  end	
  of	
  the	
  car	
  market	
  quality	
  is	
  
assumed.	
  
•  There	
  is	
  liRle	
  t...
Thank	
  You	
  
Michael	
  Browne:	
  michaeltbrowne@gmail.com	
  
BMW Digital Data & Insights
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BMW Digital Data & Insights

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BMW Digital Data & Insights

  1. 1. BMW  USA   Facts,  Stats  &  Juicy  Data   Michael  Browne:  michaeltbrowne@gmail.com  
  2. 2. The  Audience   Michael  Browne:  michaeltbrowne@gmail.com  
  3. 3. 60:40  Male  to  Female     Divide   Young   25-­‐44  
  4. 4. Don’t   have  Kids   High  Income   Earners  
  5. 5. Highly  Educated   Mostly  Caucasian  
  6. 6. BMW  Online   Michael  Browne:  michaeltbrowne@gmail.com  
  7. 7. BMW  USA  aRracts   240,000  U.M.V  
  8. 8. BMW  USA  aRracts   240,000  U.M.V  
  9. 9. Well  ahead  of  Audi  USA  
  10. 10. Slightly  behind  Lexus  USA  
  11. 11. But  well  Behind  Mercedes  Benz  USA  
  12. 12. Search  AcXvity   Michael  Browne:  michaeltbrowne@gmail.com  
  13. 13. BMW  leads  the  way  in  U.S  search  terms  
  14. 14. Figures  climbing  back  to  their  2008  high  
  15. 15. Geographically  most     Searched  for  on  east     and  west  coasts   Of  USA  
  16. 16. Which  is  a  similar  trend  to  Audi  
  17. 17. Mercedes   Lexus   However  Lexus  and  Mercedes  are   More  searched  for  in  some  southern  states  
  18. 18. Consumer  Barometer  shows  that  20%  of  people     research  exclusively  online  without  ever  visiXng     a  car  showroom  pre  purchase    
  19. 19. Online  Car  research  is  predominately  carried     out  on  PC  or  laptop  with  mobile  accounXng  for  only  4%  of  research    
  20. 20. 80%  of  luxury  car  brand  consumers  expect  their     brands  to  be  highly  visible  and  acXve  online    
  21. 21. Some  popular  BMW  You  Tube  search   Terms  include…    
  22. 22. Social  Media   Michael  Browne:  michaeltbrowne@gmail.com  
  23. 23. BMW  USA  has  nearly     1  million  FB  Likes   GeneraXng  40,000   conversaXons  
  24. 24. This  is  well  behind     Both  Audi  and  Mercedes  
  25. 25. BMW  is  highly  talked  about  with  Topsy   Showing  it  generated  3,500  twiRer     conversaXons  over  a  6  hr  period  
  26. 26. And  an  average  of  between  25-­‐35K  tweets     Per  day  between  mid  July  and  mid  August  2013  
  27. 27. This  is  on  par  with  Mercedes  and  Audi  and  far  ahead  of  Lexus  
  28. 28. In  General  BMW  social  media  commentary  is  posiXve     according  to  social  menXon  with  a  7:1     posiXve  to  negaXve  senXment  
  29. 29. Campaign  Kudos   Michael  Browne:  michaeltbrowne@gmail.com  
  30. 30. Some  recent  BMW  campaigns  that  gained  tracXon     Among  the  digital  creaXve  community  
  31. 31. Rival  Campaigns  also  worth  noXng  
  32. 32. But  nothing  can  beat  the  wow  factor  of   a  genius  concept,  perfectly  executed    
  33. 33. Insights   Michael  Browne:  michaeltbrowne@gmail.com  
  34. 34. Insights   •  BMW  are  operaXng  in  a  highly  compeXXve  U.S   market.  Its  main  rivals  are  Mercedes,  Lexus   and  Audi.   •  Audi  is  growing  faster  than  all  the  rest  and   they  have  been  quite  aggressive  in  their   communicaXon  output.   •  Mercedes  is  the  more  conservaXve  of  the   brands  and  appeals  to  a  slightly  older   demographic.  
  35. 35. •  BMW  appeals  primarily  to  young,  single,  highly   educated  and  high  earning  urbanites.   •  They  are  very  knowledgeable  about  car  products   and  oeen  do  not  need  to  go  to  a  showroom   before  making  their  purchase  decision.   •  They  expect  their  auto  brand  to  acXve  online.   •  BMW  is  a  leader  in  search  acXvity  and  we  saw  a   posiXve  relaXonship  between  search  and  sales   figures.   Insights  
  36. 36. •  In  the  luxury  end  of  the  car  market  quality  is   assumed.   •  There  is  liRle  to  choose  between  rivals  in   terms  of  product  specificaXon  &  performance.   Therefore  the  point  of  differenXaXon  must  be   more  emoXve.   •  Rising  fuel  costs  and  alternaXve  energy   sources  is  sXmulaXng  interest  among  luxury   consumers.  i-­‐concept  proving  popular   Insights  
  37. 37. Thank  You   Michael  Browne:  michaeltbrowne@gmail.com  

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