Automotive Advertising Media Annual Market Review - J. D. Power and Associates
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This document summarizes key findings from J.D. Power and Associates' 2008 annual review of the automotive marketing and media industry. It finds that search engines are an effective way for consumers to find auto shopping sites, with 77% of manufacturer websites, 59% of independent sites, and 49% of dealership sites found through search. It also finds that consumers use search engines primarily to find vehicle images and directions to local dealerships, and that 39% of consumers visiting automaker websites use an external search engine like Google to navigate the site. Finally, it reports that Google continues to dominate the search engine market, increasing its share of users from 57% in 2006 to 58% in 2007.
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Automotive Advertising Media Annual Market Review - J. D. Power and Associates
- 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. 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. 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. 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. 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.