The document discusses internet usage trends related to online shopping and research. It provides statistics on the growing percentages of Americans using the internet for product research prior to purchases from 1997-2002. Additionally, it presents data on the rising numbers of daily email users and households adopting broadband/high-speed internet access. The document advocates for auto dealers to leverage their websites and online presence to target influential early adopters who affect many other customers' purchase decisions.

1. 1
““If we know where are customers stand…If we know where are customers stand…
It will be easier to sweep them off their feet”It will be easier to sweep them off their feet”
Who’s been using the Internet as a researchWho’s been using the Internet as a research
tool prior to making a major purchase?tool prior to making a major purchase?
0
20,000,000
40,000,000
60,000,000
80,000,000
100,000,000
120,000,000
1997 1998 1999 2000 2001 2002
American
Adults who use
Online Access
at Home for
Product
Research*
*Mediamark Research; December, 2002

2. 2
““If we know where are customers stand…If we know where are customers stand…
It will be easier to sweep them off their feet”It will be easier to sweep them off their feet”
How many people actually useHow many people actually use
Email on a daily basis?Email on a daily basis?
0
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
300,000,000
1996 1997 1998 1999 2000 2001 2002
Email messages
sent on a daily
basis by AOL
subscribers*
*AOL Email Utilization Report; December, 2002

3. 3
““If we know where are customers stand…If we know where are customers stand…
It will be easier to sweep them off their feet”It will be easier to sweep them off their feet”
Will Broadband, or “High Speed” InternetWill Broadband, or “High Speed” Internet
ever become widespread in people’s homes?ever become widespread in people’s homes?
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
16,000,000
18,000,000
20,000,000
D-
99
F-
00
A-
00
J-
00
A-
00
O-
00
D-
00
F-
01
A-
01
J-
01
A-
01
Online Car
Buyers with
High Speed
Internet Access
at Home*
*Nielsen/NetRatings; December, 2001

4. 4
““If we know where are customers stand…If we know where are customers stand…
It will be easier to sweep them off their feet”It will be easier to sweep them off their feet”
Do Internet Users ever actually completeDo Internet Users ever actually complete
major purchases that they start Online?major purchases that they start Online?
0%
10%
20%
30%
40%
50%
60%
1999 2000 2001 2002
Internet Users
who have Taken
Delivery of a
Major Purchase
Initiated Online*
*Jupiter Media Metrix; December, 2001

5. 5
““If we know where are customers stand…If we know where are customers stand…
It will be easier to sweep them off their feet”It will be easier to sweep them off their feet”
How Much Money does theHow Much Money does the
Average Internet User spend Online?Average Internet User spend Online?
$0
$100
$200
$300
$400
$500
$600
$700
1999 2000 2001 2002
Amount Spent
by Average
Online Shopper
at Retail
Websites*
*Jupiter Media Metrix; December, 2001

6. 6
““If we know where are customers stand…If we know where are customers stand…
It will be easier to sweep them off their feet”It will be easier to sweep them off their feet”
Who is going Online to Shop for Cars?Who is going Online to Shop for Cars?
*Mediamark Research; December, 2001
Online ShopperOnline Shopper
Demographics*Demographics* 19971997 19981998 19991999 20002000 20012001
Male 57% 54% 51% 50% 49%
Female 43% 46% 49% 50% 51%
18-34 46% 43% 41% 40% 39%
35-54 46% 49% 49% 48% 47%
55+ 8% 9% 10% 13% 14%
Income<$50K 34% 32% 32% 34% 33%
$50K-$75K 26% 28% 28% 26% 26%
$75K-$150K 34% 33% 34% 33% 33%
$150K+ 7% 8% 7% 8% 8%

7. 7
““If we know where are customers stand…If we know where are customers stand…
It will be easier to sweep them off their feet”It will be easier to sweep them off their feet”
Customer “Influencers” Rely on Automotive Web Sites*Customer “Influencers” Rely on Automotive Web Sites*
"e-fluentials“ are approximately 10 percent (11.1million) of the U.S. adult"e-fluentials“ are approximately 10 percent (11.1million) of the U.S. adult
online population. They influence an estimated 14 people each, for a totalonline population. They influence an estimated 14 people each, for a total
of 155 million customers. Reaching them is crucial for dealershipsof 155 million customers. Reaching them is crucial for dealerships
that want to create referral and “Word of Mouth” business.that want to create referral and “Word of Mouth” business.
*CyberAtlas Market Research; December, 2001
E-fluentials affect millions of car buyers’
purchasing decisions, and this year's research
found the automotive information source
used most often by e-fluentials is dealership
and automotive information Web sites.
“e-fluentials” were identified in
2001 marketing research by
Burson-Marsteller and RoperASW.

8. 8
““If we know where are customers stand…If we know where are customers stand…
It will be easier to sweep them off their feet”It will be easier to sweep them off their feet”
Customer “Influencers” Rely on Automotive Web Sites*Customer “Influencers” Rely on Automotive Web Sites*
Dealership Web sites (85 percent) were found to be more widely used thanDealership Web sites (85 percent) were found to be more widely used than
online magazines (62 percent) and information sites (55 percent) as sourcesonline magazines (62 percent) and information sites (55 percent) as sources
of Internet-based information among e-fluentials who advise other peopleof Internet-based information among e-fluentials who advise other people
on dealerships and vehicles. These findings may help dealers that want toon dealerships and vehicles. These findings may help dealers that want to
proactively manage their relations with online customers because for all ofproactively manage their relations with online customers because for all of
the spreading of the word about good products and services, e-fluentialsthe spreading of the word about good products and services, e-fluentials
spread negative experiences to 55 percent more people than positive.spread negative experiences to 55 percent more people than positive.
*CyberAtlas Market Research; December, 2001

9. 9
““If we know where are customers stand…If we know where are customers stand…
It will be easier to sweep them off their feet”It will be easier to sweep them off their feet”
8 Principles of eBusiness and CRM Success*8 Principles of eBusiness and CRM Success*
*Thomas Siebel; CEO of Siebel Systems
1.1. Know Your CustomerKnow Your Customer
2.2. Use Multiple Channels to Interact with CustomersUse Multiple Channels to Interact with Customers
3.3. Personalize the Customer ExperiencePersonalize the Customer Experience
4.4. Optimize the Value of Every CustomerOptimize the Value of Every Customer
5.5. Focus on 100% Customer SatisfactionFocus on 100% Customer Satisfaction
6.6. Develop and Maintain a Customer-CentricDevelop and Maintain a Customer-Centric
eBusiness ArchitectureeBusiness Architecture
7.7. Leverage and Extend the CRM EcosystemLeverage and Extend the CRM Ecosystem
8.8. Cultivate an Organizational Culture built onCultivate an Organizational Culture built on
eBusiness Excellence and InnovationeBusiness Excellence and Innovation

10. 10
““If we know where are customers stand…If we know where are customers stand…
It will be easier to sweep them off their feet”It will be easier to sweep them off their feet”
AnalyzeAnalyze
DesignDesign
PlanPlan
DeployDeploy
MonitorMonitor
““5 Step Methodology”5 Step Methodology”
for a Successfulfor a Successful
eBusiness Strategy*eBusiness Strategy*
Review the performance “numbers” (metrics)Review the performance “numbers” (metrics)
*Thomas Siebel; CEO of Siebel Systems

11. Dealership Receives
Lead
Dealership’s ISM or ISR writes a
Customized E-mail response using
a pre-designed template and sends
to customer within 30 minutes of
receiving lead
After
Hours
Business
Hours
Internet
Sales Rep
E-mail
Contact
No
response
To E-mail
Reached
By
E-mail
E-mail
24 Hours
Later
E-mail
Closure
5th
Day
Reached
By
Phone
Not Reached
By
Phone
Internet
Sales
Process
Voice Mail
30 Minutes
Later
Schedule
Appointment
Delivery
E-mail
24 Hours
Later
E-mail 5
Days
Later
Phone
Contact
Auto
Responder
Lead Response Flow Chart
Cyber Car process trainingCyber Car process training
and consulting is designedand consulting is designed
to provide dealers with theto provide dealers with the
tools that can be used totools that can be used to
execute these processes…execute these processes…
And more!And more!
Internet
Sales
Process
Internet
Sales Rep
Internet
Administrator
Voice Mail
48 Hours
later