Digital Roadmap to Purchase - and the Changing Female Shopper Consumer behavior has changed forever. Today's battle for hearts, minds and dollars is won (or lost) in micro-moments-intent-driven moments of decision-making and preference-shaping that occur throughout the entire consumer journey. It's no surprise that consumers turn to digital - especially mobile - as they shop for a car. We will weave in some data on the female shopper micro-moments.

1. Automotive Trends & Insights
How Dealers Can Win Today’s Customer
And the Changing Female Shopper

2. Jessie Hochhalter Dena Denman

3. Agenda
● Micro-Moments
● Micro-Moments Stages
○ Which-Car-is-best Moments
○ Is-it-Right-for-me Moments
○ Can-I-Afford-it Moments?
○ Where-Should-I-Buy Moments
○ Am-I-Getting-A-Deal Moments
● Today’s Female Shopper

4. 75%
3rd-PartyVideo
Social
Mobile
OEM Sites
Search
Dealer Sites
of auto shopping research is
done online
(25% = dealer interaction/offline)
14% growth in use of digital
sources while shopping
More digital

5. 24 average touchpoints, 19 are digital
Searched on
Google
test drove a
vehicle
located a dealer
from mobile
Inquired family,
friends colleagues
Visited a brand’s
social page
Visited OEM
website
searched on
mobile
watched video on
YouTube
visited dealer
website
Built-and-priced on
OEM site
Looked at photos
visited a
dealership
browsed
newspaper ads loan calculator on
3rd party site
search dealer
inventory on Tier 2
influenced by
online ad
Saw a TV ad
watched
video ad
read consumer
reviews
read professional
review
used mobile
on lot
requested a quote
online
clicked
display ad
used model
comparison tool
visited
newspaper site
filled out a form
More sources

6. 16.75 total hours in 2015
15.5 in 2014
13.75 in 2013
89%
are in-market for
3-months or less
83% in 2014
81% in 2013
More time

7. Over 1/3
of auto research is done on
a mobile device
More mobile

8. May 2014
In-market automotive searches by device
More mobile

9. Micro Moments: Moments that truly matter

10. Where-Should-I-Buy
Moments
Am-I-Getting-A-Deal
Moments
Can-I-Afford-It
Moments
Is-It-Right-For-Me
Moments
Which-Car-Is-Best
Moments

13. WHICH-CAR-IS-BEST MOMENTS
Which-Car-Is-Best
Moments
Where-Should-I-Buy
Moments
Am-I-Getting-A-Deal
Moments
Can-I-Afford-It
Moments
Is-It-Right-For-Me
Moments

14. As a Result of Research Customers are Open to Influence

15. 6 out of 10
Source: Automotive Shopper Path to Purchase, Millward Brown Digital and Polk, September 2015.
car shoppers enter the market
unsure what car to buy

16. 75% of purchasers do not purchase
the first brand they research
Source: Compete/Google Auto Purchase Study, August 2013

18. Win the which-car-is-best moments
Source: https://youtu.be/fJl72jUSY7I. https://youtu.be/OEJYD6PS9q0.
Be There
Don’t forget about video.
Be Useful
Create your own auto review
video content--help the buyer
decide on the perfect car.
Be Quick
Make content easy to find on
your mobile site and YouTube
channel. YouTube
Creators
Traditional
Industry
Reviewers
Brand
Generated

19. IS-IT-RIGHT-FOR-ME MOMENTS
Which-Car-Is-Best
Moments
Where-Should-I-Buy
Moments
Am-I-Getting-A-Deal
Moments
Can-I-Afford-It
Moments
Is-It-Right-For-Me
Moments

20. Vehicle test drives Highlights of
features and options
Walkthroughs of the
interior or exterior
of the vehicle
Video provides a virtual showroom
Source: Google Internal Data, January–September 2015 v. January–September 2014, United States, Classification as a "car review," “what’s in
my car,” or “car tour” video was based on public data such as headlines, tags, etc., and may not account for every such video available on
YouTube.
Time spent watching these kinds of videos
increased 2x in the past year

21. Average time spent watching videos / day (hh:mm)
2012 2016
220%
year-over-year
growth in auto video
watch time

22. 4 Million+ daily views on in-
market auto content
Destinations new purchasers watch
auto videos

24. Win the is-it-right-for-me moments
Feature-driven
searches
Video
searches
Photo
searches
Car
configurator
searches
Be There
Ensure keyword coverage and top
position across relevant feature,
video and photo searches.
Be Useful
Make it easy for consumers to
understand your car’s features. Be
sure ad copy reflects search query.
Be Quick
Ad should point to as relevant a
VDP as possible.

25. CAN-I-AFFORD-IT MOMENTS
Which-Car-Is-Best
Moments
Where-Should-I-Buy
Moments
Am-I-Getting-A-Deal
Moments
Can-I-Afford-It
Moments
Is-It-Right-For-Me
Moments

26. Source: Google Trends, January 2004–September 2015, United States.
Google Internal Data, September 2015, United States.
25%increase in MSRP and
list price search interest
70%of MSRP and list price
search interest is from
a mobile device

27. 17%
Source: Google Trends, January 2009–September 2015, United States.
YoY increase in trade-in value search
interest in 2015

29. Win the can-I-afford-it moments
Be There
Ensure top position across list
price and MSRP queries for your
brand and higher priced brands.
Be Useful
Feature deals and pricing in ad
copy and landing page.
Be Quick
Allow consumers to filter deals
and/or car search results on your
mobile site by monthly payment
price.

30. WHERE-SHOULD-I-BUY-IT MOMENTS
Which-Car-Is-Best
Moments
Where-Should-I-Buy
Moments
Am-I-Getting-A-Deal
Moments
Can-I-Afford-It
Moments
Is-It-Right-For-Me
Moments

31. 2x
YoY increase
in “dealer
near me”
searches
I-want-to-go-to-a-dealership Moment

32. 78%
increase in dealer phone numbers
search interest
1-in-3
call or locate a
dealer from mobile

33. 84%
Source: Google Internal Data, September 2015, United States.
of “are dealers open Sunday?” searches occur on mobile devices
56%
of searches for dealership reviews on weekends occur on mobile devices

35. Win the where-should-I-buy-it moments
“near me” “in stock” “reviews”
Be There
Ensure top position on weekends
to maximize foot traffic to
dealerships--especially on mobile.
Be Useful
Implement hyper local targeting
and all relevant extensions to help
consumers find locations, hours
and phone number.
Be Quick
Feature click-to-call, dealership
locators and inventory search on
your mobile site.

36. AM-I-GETTING-A-DEAL MOMENTS
Which-Car-Is-Best
Moments
Where-Should-I-Buy
Moments
Am-I-Getting-A-Deal
Moments
Can-I-Afford-It
Moments
Is-It-Right-For-Me
Moments

37. Half used mobile while on
the dealership lot
46% Increase over last year!

39. Win the am-I-getting-a-deal moments
Be There
Ensure keyword coverage and top
position on invoice pricing queries.
Be Useful
Develop content to educate
consumers on pricing and deals.
Be Quick
Eliminate steps by sending them
directly to pricing or deals content.

40. More digital...more sources...more time...more mobile...

41. 1.6
dealer visits
compared to 5 in
2005

42. Old Mantra: Get the customers into the dealership

43. New Mantra: Bring your dealership to the customers

44. [Average distance traveled to purchase a new vehicle]
19.7
miles
1997
32.4
miles
2013
If you do this right, your market coverage will double

45. Search
research
portal
Mobile
micro-moments
& constant
research
Video
the new
showroom
Be there Be quickBe useful

46. How do women fit into the car buying process?
● More female drivers
● 85% of purchases are
influenced by women
● 63% of all new cars and 53% of
all used cars are purchased by
women
● 65% of dealer service work is
requested by women

47. Female Car Shoppers Interact with Digital Media
● Choose digital channels
● Research more
● Check reviews
● Digital Divas

48. Moms are even MORE digital savvy
● Digital is lifeline
● More time on social media
than non-moms
● Research and reviews done
primarily on mobile
● Prefer to watch videos or
stream

49. Moms are even
MORE digital savvy
● Check Facebook more than
10X per day!
● Doubled since 2012
● 75% accessed on mobile

50. Summary
● Car shopping process is almost entirely digital now
● Mobile keeps becoming more and more critical
● Video is replacing the test drive
● Women are decision makers
● Women use more digital touchpoints

51. Questions?