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Internet Car Shopper Behavior
- 1. Compiled by Trace Ordiway, DMC Dallas Region from multiple sources 05/04/2010
- 3. Note: 2000-2008 data from J.D. Power and Associates New Autoshopper.com Studies. 2009 data from 2009 Web Site Performance Tools Wave 1 Automotive Internet Usage among New–Vehicle Buyers: 10-Year Trend
- 5. 6 months prior to purchase, 1/3 of Buyers have already visited at least one OEM and Third Party Site At 3 months prior to purchase, over 2/3 of Buyers will have visited at least one OEM and one Third Party Site <30 days before purchase almost 90% of Buyers have visited at least one OEM and one 3 rd Party Site. Almost ½ have visited a Dealer site
- 6. Ford Lincoln Mercury 2009 Consumer Survey Results
- 7. 11% (237,596) Completed 2009 Sent 24 hours after lead arrives Resent 30-45 days later
- 8. Base: N11: Only 32% looking at inventory
- 9. Only 8.75% avg say in market w/in 30 days
- 10. Base: NO_Q2: Customers who have not yet received contact after 48 hours would still like to be contacted by the dealership.
- 11. Follow Up: F2B: Follow Up: F2B1: What type of vehicle are you primarily shopping for? Note: Totals may not add up to 100% due to rounding. Of those who have not purchased 30-45 days after the lead generation, 2/3 are still in the market for a vehicle !
- 12. Follow Up: F2B: Are you currently (still) in the market for a vehicle? Follow Up: F2B1: What type of vehicle are you primarily shopping for? Note: Totals may not add up to 100% due to rounding. Nearly everyone who remains in the market is shopping for a NEW vehicle.
- 13. Follow Up: F4D: What areas could be improved to increase your satisfaction with the <LEAD DEALER FROM E-CONSUMER DATA> experience? They want Customer Service and Information
- 15. Follow Up: F2F: When are you likely to purchase/lease this new vehicle? Note: Totals may not add up to 100% due to rounding. 18% are likely to purchase w/in the next 6-12 mos.
- 16. 30 Day Follow Up: F2F: When are you likely to purchase/lease this new vehicle? Note: Totals may not add up to 100% due to rounding.
- 18. Source: 2007 J.D. Power and Associates New Autoshopper.com Study. Based to AIUs. 39% = 2 – 6 months 34% = 1 month 27% = >6 months
- 19. Decide on type of vehicle Start visiting dealers Decide it was time to purchase Shop vehicles on the Internet Start actively researching vehicles Decide on model Purchase new vehicle Source: 2007 J.D. Power and Associates New Autoshopper.com Study. Based to AIUs. 14.7 11.7 11.0 10.4 7.6 6.3 0
- 20. Decide on type of vehicle Start visiting dealers Decide it was time to purchase Shop vehicles on the Internet Start actively researching vehicles Decide on model Purchase new vehicle Source: 2007 J.D. Power and Associates New Autoshopper.com Study. Based to AIUs. Walk-Ins 14.7 11.7 11.0 10.4 7.6 6.3 0
- 21. Decide on type of vehicle Start visiting dealers Decide it was time to purchase Shop vehicles on the Internet Start actively researching vehicles Decide on model Purchase new vehicle Source: 2007 J.D. Power and Associates New Autoshopper.com Study. Based to AIUs. CUSTOMERS START SENDING ELEADS HERE WE GIVE UP ON THEM HERE (NON-RESPONSIVE) THEY BUY HERE 14.7 11.7 11.0 10.4 7.6 6.3 0
- 23. 1. Our records indicate that you purchased or leased a new vehicle since you were online gathering information. Can you confirm this is correct? 2. Have you purchased or leased a vehicle since you were online gathering information?
- 24. Only 26% bought the make/model car that they inquired about initially 54% say they are still In the market
- 25. Note: Totals may not add up to 100% due to rounding. More than ½ purchased from dealer who 1 st received the lead Less than 1/6 th purchased non-FLM vehicle
- 27. Follow Up: F2J: 2 nd Place!
- 28. It’s not the car!
- 29. Follow Up: F2G. What vehicles are currently in your consideration set? (Net of 3 mentions) GMC made big gains in 2009. Hyundai has now replaced Jeep in this Top 10.
- 30. 1. Our records indicate that you purchased or leased a new vehicle since you were online gathering information. Can you confirm this is correct? 2. Have you purchased or leased a vehicle since you were online gathering information?
- 31. Note: Totals may not add up to 100% due to rounding. More than 1/3 bought from dealer who got their new car lead
Editor's Notes
- While the average new-vehicle buyers decides it is time to buy a vehicle about 15 weeks before purchasing, we still have a sizable number of people whose entire shopping process takes over six months to complete. Likewise, one-third of shoppers go through the shopping process with one month. You need to be prepared to meet the needs of shoppers at both ends of the extremes.
- So let’s look at the shopping process. For the average NVB, the entire shopping takes ~ 4 months Go online and begin intense researching ~ 3 months before purchase Start visiting dealers about one month later – 1 ½ months before purchase
- So let’s look at the shopping process. For the average NVB, the entire shopping takes ~ 4 months Go online and begin intense researching ~ 3 months before purchase Start visiting dealers about one month later – 1 ½ months before purchase
- So let’s look at the shopping process. For the average NVB, the entire shopping takes ~ 4 months Go online and begin intense researching ~ 3 months before purchase Start visiting dealers about one month later – 1 ½ months before purchase