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Automotive advertising media annual review

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Automotive advertising media annual review

  1. 1. Automotive Marketing and Media Annual Review 2008: Critical Issues in a Restructuring Industry © 2008 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved.
  2. 2. Search engines can be an effective way to reach consumers looking for auto shopping sites Web Sites Found By Search Engines 100% Percentage of Web Site Results 80% 77% 59% 60% 49% 40% 20% 0% Manufacturer Web Independent Web Dealership Web Sites Sites Sites Based to AIUs using search engines; 2007 J.D. Power and Associates New Autoshopper.com Study © 2008 J.D. Power and Associates, 2 The McGraw-Hill Companies, Inc. All Rights Reserved.
  3. 3. Consumers use search to find vehicle images Information Found By Search Engines 100% 82% 80% 60% 42% 40% 24% 20% 0% Images Directions/maps to Videos local dealerships Based to AIUs using search engines; 2007 J.D. Power and Associates New Autoshopper.com Study © 2008 J.D. Power and Associates, 3 The McGraw-Hill Companies, Inc. All Rights Reserved.
  4. 4. 39% of OEM site-shoppers use a 3rd-party search engine to help navigate the site How Find the Next Thing Looking For On an Automotive Web Site 75% 68% 60% 45% 43% 39% 30% 15% 0% Browse/Click through Use Site's Search Leave Site and Use Site Engine Search (e.g., Google) Source: 2007 J.D. Power and Associates Manufacturer Web Site Evaluation Study © 2008 J.D. Power and Associates, 4 The McGraw-Hill Companies, Inc. All Rights Reserved.
  5. 5. Google continues to dominate and grow in AIU search usage Top 5 Search Engines 58% Google 30% Yahoo! 14% 2007 MSN Search 2006 8% AOL Search 4% Ask.com 0% 10% 20% 30% 40% 50% 60% 70% Pe rce nta ge of AIUs Visiting Se a rch Engine s Based to AIUs; 2006-2007 J.D. Power and Associates New Autoshopper.com Study © 2008 J.D. Power and Associates, 5 The McGraw-Hill Companies, Inc. All Rights Reserved.

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