SlideShare ist ein Scribd-Unternehmen logo
1 von 14
Downloaden Sie, um offline zu lesen
Trends and latest
insights on the luxury
automotive purchase
decision journey
2014 summary
www. dianasherling.com /
dianasherling@yahoo.co.uk
An overview of the latest
insights of the car purchase
decision journey
1. Time frames of the Purchase Decision Journey
2. Order of ‘places’ that influence
Timeframes of the
Purchase Decision
Journey
Automotive ‘average’
timescales for shopping are
getting shorter
Maritz ‘Car Consumer Purchase Journey’ November 2013
Autotrader ‘The Internet is making Car Shopping More Efficient’ June 2013
and spend on average only 3.75hrs in the dealership
(compared to 7.5hrs in 2011)
7.3
<1 month rese
Time is no longer a factor
Source: Millward Brown Digital/Google Vehicle Shopper Path to Purchase Study, September 2013
82%
of purchasers are
in-market for
3 months or less
As purchasers use many online sources reg
The majority of ‘shoppers’
decide within 3 months
Google ‘Automotive Shopping Behaviour Study’ 2011
Google ‘Digital drives auto shopping’ November 2013
‘Explore’ happens between 3-2
months towards being ‘in-
market’purchasers search to navigate to online sources
20092010
awareness
interest
consideration
test-drive
purchase
6 Months
share of new buyers referred to OEM sites
by search
3 Months
2 Months
1 Month
1 Week
30%
37%
42%
48%
38%
25%
37%
36%
40%
34%
search directs at least a third of traffic within 3 months of purchase
Google ‘Automotive Shopping Behaviour Study’ 2011
Digital resources are helpful,
irrespective of how close to
replace they are
AVERAGENUMBEROF
DIGITAL SOURCESUSED
7.3
8.1 8.1
<1 month research 1-3 months research 3+ months research
Time is no longer a factor
Source: Millward Brown Digital/Google Vehicle Shopper Path to Purchase Study, September 2013
RT1. Which of the following online sources,if any, did you use to look for information on cars/trucks using these types of devices?N=1591 / O7. How much time passed from when you first
82%
of purchasers are
in-market for
3 months or less
As purchasers use many online sources regardless of time in-market
With over 80% consumers
visiting an OEM and dealers
in their final month*
2525
5%
5%
6%
7%
8%
14%
4%
4%
6%
7%
8%
23%
0%
5%
10%
15%
20%
25%
6 monthsprior 5monthsprior 4monthsprior 3monthsprior 2 monthsprior Withinthe monthof
purchase
2009Purchasers 2010 Purchasers
dealership visitation peaked in purchase month
Dealership Site Visitation by Purchase Month
(Clickstream Data; Share of Purchasers 6-Months Prior to Purchase)
Auto Shopper Behavior Study, Google/Compete, 2011. Clickstream data, January 2009-December 2010
+64%
*McKinsey Global ‘Innovating Automotive Retail’ Feb 20141818
oem/ 3rd party visitation peaked during purchase month
OEM and 3rd Party Site Visitation by Purchase Month
(Clickstream Data; Share of Purchasers 6-Months Prior to Purchase)
13%
11%
17%
18%
20%
34%
13%
17%
25%
21%
22%
39%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
6 monthsprior 5monthsprior 4monthsprior 3monthsprior 2monthsprior Within the month of
purchase
OEM Sites 3rd Party Sites
Auto Shopper Behavior Study, Google/Compete, 2011. Clickstream data, January 2010-December 2010
Google ‘Automotive Shopping Behaviour Study’ 2011
But sometimes the process
isn’t as ‘final’ as we’d like
http://www.nielsen.com/in/en/insights/reports/2014/how-indian-consumers-navigate-the-car-buying-journey.html
Confirmed by McKinsey
McKinsey Global ‘Innovating Automotive Retail’ Feb 2014
80% new and 100% used start
their journey online*
* McKinsey Global ‘Innovating Automotive Retail’ Feb 2014
google.com/think
The research process often kicks off online
Source: Millward Brown Digital/Google Vehicle Shopper Path to Purchase Study, September 2013
MI3. What role did each of the following advertisements play while you were shopping for cars/trucks?Please select all of the responses that apply for each type of advertisement. N=101-1,030.
25%
26%
27%
28%
28%
29%
34%
34%
34%
35%
Magazine ad
Newspaper ad
Online site ad
Email ad
Search ad
TV ad
Tablet ad
Mobile ad
Video ad
Direct mail
AD TYPESTHAT PROMPTED CONSUMERS
TO START RESEARCHING
3 OF 5
top ad formats for
prompting research
were digital
9
With an increasing number of
digital touchpoints used for
research
Digital hugely influences ‘in
person’ action at the
dealers
19%
27%
35%
38%
53%
26%
32%
37%
37%
40%
43%
56%
57%
62%
69%
77%
81%
83%
59%
82%
89%
89%
Radio
Flyers & brochures
Magazines
Newspapers
TV
Auction sites
Newspaper sites
Social media
Video sites
Classified/listing sites
Online mapping tools
Regional dealer sites
Consumer review sites
Professional review sites
Third party sites
Family & friends
Salesperson
Test drive
Dealer visit
Digital plays a big role leading up to purchase
Source: Millward Brown Digital/Google Vehicle Shopper Path to Purchase Study, September 2013
RT1. Which of the following online sources, if any, did you use to look for information on cars/trucks using these types of devices?Please select all options that apply for each source. N=1,591
(2013); N=1072 (2012) / RT2. Which of the following sources, if any, did you use to look for information on cars/trucks?N=1,591 (2013); N=1072 (2012)
+20% YoY
+23% YoY
+28% YoY
In Person
Online
Offline
Dealer sites
Manufacturer sites
Search engines
Google ‘Digital drives auto shopping’ November 2013
With some consumers are
already doing the entire
journey on their mobiles
Mobile in particulars use has increased by 460% year
on year and is increasingly used for all stages of the
purchase decision journey
google.com/think
Shoppers turn to mobile for a variety of research &
comparison activities
Source: Millward Brown Digital/Google Vehicle Shopper Path to Purchase Study, September 2013
RT11. Which of the following, if any, did you do on your mobile device (e.g., tablet and/or mobile phone) while shopping for cars/trucks?Please select all that apply. N=715 (2013)/N=338 (2012)
29%
35%
35%
37%
37%
38%
38%
39%
39%
44%
Searched dealer inventory
Read auto reviews
Read car/truck features & specs
Compared vehicles
Read general car/truck info
Located dealer
Viewed current offers
Read consumer reviews
Called dealer
Viewed images of cars/trucks
MOBILEACTIONSTAKEN WHILESHOPPING
+47% YoY
+46% YoY
+57% YoY
11
Google ‘Digital drives auto shopping’ November 2013

Weitere ähnliche Inhalte

Was ist angesagt?

Path to purchase consumer journey microsoft advertising 2012
Path to purchase consumer journey microsoft advertising 2012Path to purchase consumer journey microsoft advertising 2012
Path to purchase consumer journey microsoft advertising 2012David Chan
 
Digital Strategy - Automotive and changes in customer behaviour
Digital Strategy - Automotive and changes in customer behaviour Digital Strategy - Automotive and changes in customer behaviour
Digital Strategy - Automotive and changes in customer behaviour Nigel Hudson
 
Cars Online Report 2014: Generation Connected
Cars Online Report 2014: Generation ConnectedCars Online Report 2014: Generation Connected
Cars Online Report 2014: Generation ConnectedCapgemini
 
Generation connected: Cars online 2014
Generation connected: Cars online 2014Generation connected: Cars online 2014
Generation connected: Cars online 2014Capgemini
 
Digital Reroutes The Auto Purchase Journey
Digital Reroutes The Auto Purchase JourneyDigital Reroutes The Auto Purchase Journey
Digital Reroutes The Auto Purchase JourneyStradablog
 
Cars Online 2014
Cars Online 2014Cars Online 2014
Cars Online 2014Stradablog
 
CARS ONLINE 2014 Generation Connected
CARS ONLINE 2014 Generation ConnectedCARS ONLINE 2014 Generation Connected
CARS ONLINE 2014 Generation Connecteddefault default
 
How Digital drives auto shopping | Google Think Insight
How Digital drives auto shopping | Google Think InsightHow Digital drives auto shopping | Google Think Insight
How Digital drives auto shopping | Google Think InsightHouseLead Italia
 
Into The Minds Of Consumers
Into The Minds Of ConsumersInto The Minds Of Consumers
Into The Minds Of ConsumersCounselorauto
 
Canadian Brand Telemetry Report
Canadian Brand Telemetry ReportCanadian Brand Telemetry Report
Canadian Brand Telemetry ReportStradablog
 
Impact Of Digital Marketing On Automobile Industry
 Impact Of Digital Marketing On Automobile Industry Impact Of Digital Marketing On Automobile Industry
Impact Of Digital Marketing On Automobile IndustryOmnePresent
 
The Future of the Automotive Dealership Whitepaper
The Future of the Automotive Dealership WhitepaperThe Future of the Automotive Dealership Whitepaper
The Future of the Automotive Dealership WhitepaperFuturelab
 
Auto Retailing Digital Influence
Auto Retailing Digital InfluenceAuto Retailing Digital Influence
Auto Retailing Digital InfluenceStradablog
 
The car industry : Which nations are more inclined to purchasing a car online
The car industry : Which nations are more inclined to purchasing a car online The car industry : Which nations are more inclined to purchasing a car online
The car industry : Which nations are more inclined to purchasing a car online Sumit Roy
 
Cars Online Trend Study 2016
Cars Online Trend Study 2016Cars Online Trend Study 2016
Cars Online Trend Study 2016Stradablog
 
Go Big or Go Home by Stephane Ferri - Internet Sales 20 Group
Go Big or Go Home by Stephane Ferri - Internet Sales 20 GroupGo Big or Go Home by Stephane Ferri - Internet Sales 20 Group
Go Big or Go Home by Stephane Ferri - Internet Sales 20 GroupSean Bradley
 
Cars Online 11/12: Changing Dynamics Drive New Developments in Technology and...
Cars Online 11/12: Changing Dynamics Drive New Developments in Technology and...Cars Online 11/12: Changing Dynamics Drive New Developments in Technology and...
Cars Online 11/12: Changing Dynamics Drive New Developments in Technology and...Capgemini
 

Was ist angesagt? (20)

Path to purchase consumer journey microsoft advertising 2012
Path to purchase consumer journey microsoft advertising 2012Path to purchase consumer journey microsoft advertising 2012
Path to purchase consumer journey microsoft advertising 2012
 
Digital Strategy - Automotive and changes in customer behaviour
Digital Strategy - Automotive and changes in customer behaviour Digital Strategy - Automotive and changes in customer behaviour
Digital Strategy - Automotive and changes in customer behaviour
 
Cars Online Report 2014: Generation Connected
Cars Online Report 2014: Generation ConnectedCars Online Report 2014: Generation Connected
Cars Online Report 2014: Generation Connected
 
Deloitte 2014 Global Automotive Consumer Study
Deloitte 2014 Global Automotive Consumer StudyDeloitte 2014 Global Automotive Consumer Study
Deloitte 2014 Global Automotive Consumer Study
 
Generation connected: Cars online 2014
Generation connected: Cars online 2014Generation connected: Cars online 2014
Generation connected: Cars online 2014
 
Digital Reroutes The Auto Purchase Journey
Digital Reroutes The Auto Purchase JourneyDigital Reroutes The Auto Purchase Journey
Digital Reroutes The Auto Purchase Journey
 
Cars Online 2014
Cars Online 2014Cars Online 2014
Cars Online 2014
 
CARS ONLINE 2014 Generation Connected
CARS ONLINE 2014 Generation ConnectedCARS ONLINE 2014 Generation Connected
CARS ONLINE 2014 Generation Connected
 
How Digital drives auto shopping | Google Think Insight
How Digital drives auto shopping | Google Think InsightHow Digital drives auto shopping | Google Think Insight
How Digital drives auto shopping | Google Think Insight
 
Into The Minds Of Consumers
Into The Minds Of ConsumersInto The Minds Of Consumers
Into The Minds Of Consumers
 
New Car Online Sales
New Car Online SalesNew Car Online Sales
New Car Online Sales
 
Canadian Brand Telemetry Report
Canadian Brand Telemetry ReportCanadian Brand Telemetry Report
Canadian Brand Telemetry Report
 
Impact Of Digital Marketing On Automobile Industry
 Impact Of Digital Marketing On Automobile Industry Impact Of Digital Marketing On Automobile Industry
Impact Of Digital Marketing On Automobile Industry
 
The Future of the Automotive Dealership Whitepaper
The Future of the Automotive Dealership WhitepaperThe Future of the Automotive Dealership Whitepaper
The Future of the Automotive Dealership Whitepaper
 
Automobile Marketing takes a Digital Turn
Automobile Marketing takes a Digital TurnAutomobile Marketing takes a Digital Turn
Automobile Marketing takes a Digital Turn
 
Auto Retailing Digital Influence
Auto Retailing Digital InfluenceAuto Retailing Digital Influence
Auto Retailing Digital Influence
 
The car industry : Which nations are more inclined to purchasing a car online
The car industry : Which nations are more inclined to purchasing a car online The car industry : Which nations are more inclined to purchasing a car online
The car industry : Which nations are more inclined to purchasing a car online
 
Cars Online Trend Study 2016
Cars Online Trend Study 2016Cars Online Trend Study 2016
Cars Online Trend Study 2016
 
Go Big or Go Home by Stephane Ferri - Internet Sales 20 Group
Go Big or Go Home by Stephane Ferri - Internet Sales 20 GroupGo Big or Go Home by Stephane Ferri - Internet Sales 20 Group
Go Big or Go Home by Stephane Ferri - Internet Sales 20 Group
 
Cars Online 11/12: Changing Dynamics Drive New Developments in Technology and...
Cars Online 11/12: Changing Dynamics Drive New Developments in Technology and...Cars Online 11/12: Changing Dynamics Drive New Developments in Technology and...
Cars Online 11/12: Changing Dynamics Drive New Developments in Technology and...
 

Andere mochten auch

Goodyear Digital Strategy
Goodyear Digital StrategyGoodyear Digital Strategy
Goodyear Digital StrategyPollicen
 
The Luxury Strategy. Break the Rules of Marketing to Build Luxury Brands
The Luxury Strategy. Break the Rules of Marketing to Build Luxury BrandsThe Luxury Strategy. Break the Rules of Marketing to Build Luxury Brands
The Luxury Strategy. Break the Rules of Marketing to Build Luxury BrandsCollin Thompson
 
VIP Regulars
VIP RegularsVIP Regulars
VIP RegularsEray Alan
 
AADA - Deloitte Motor Industry Services - Profit Focus
AADA - Deloitte Motor Industry Services - Profit FocusAADA - Deloitte Motor Industry Services - Profit Focus
AADA - Deloitte Motor Industry Services - Profit FocusDeloitte Australia
 
Luxury customer journey: an overview of the new UHNW audience and how to use ...
Luxury customer journey: an overview of the new UHNW audience and how to use ...Luxury customer journey: an overview of the new UHNW audience and how to use ...
Luxury customer journey: an overview of the new UHNW audience and how to use ...Diana Sherling
 
THE FUTURE OF LUXURY - Global Trend Briefing
THE FUTURE OF LUXURY - Global Trend BriefingTHE FUTURE OF LUXURY - Global Trend Briefing
THE FUTURE OF LUXURY - Global Trend BriefingTrendWatching
 
project on consumer buying decision process in purchasing economy class cars
project on consumer buying decision process in purchasing economy class cars project on consumer buying decision process in purchasing economy class cars
project on consumer buying decision process in purchasing economy class cars Guruprasad Upadhya
 
World Luxury Index China - Top 50 Most-Searched For Luxury Brands in China
World Luxury Index China - Top 50 Most-Searched For Luxury Brands in ChinaWorld Luxury Index China - Top 50 Most-Searched For Luxury Brands in China
World Luxury Index China - Top 50 Most-Searched For Luxury Brands in ChinaDigital Luxury Group
 
2010 Customer Experience Impact Report
2010 Customer Experience Impact Report2010 Customer Experience Impact Report
2010 Customer Experience Impact ReportRightNow Technologies
 
2011 Customer Experience Impact Report
2011 Customer Experience Impact Report2011 Customer Experience Impact Report
2011 Customer Experience Impact ReportRightNow Technologies
 
Digital Statistics 2014 - India
Digital Statistics 2014 - IndiaDigital Statistics 2014 - India
Digital Statistics 2014 - IndiaIdeateLabs
 
Retails Trends 2017
Retails Trends 2017Retails Trends 2017
Retails Trends 2017Deloitte UK
 
Kapferer Model Brand Identity Prism
Kapferer Model Brand Identity PrismKapferer Model Brand Identity Prism
Kapferer Model Brand Identity Prismnitin59
 

Andere mochten auch (13)

Goodyear Digital Strategy
Goodyear Digital StrategyGoodyear Digital Strategy
Goodyear Digital Strategy
 
The Luxury Strategy. Break the Rules of Marketing to Build Luxury Brands
The Luxury Strategy. Break the Rules of Marketing to Build Luxury BrandsThe Luxury Strategy. Break the Rules of Marketing to Build Luxury Brands
The Luxury Strategy. Break the Rules of Marketing to Build Luxury Brands
 
VIP Regulars
VIP RegularsVIP Regulars
VIP Regulars
 
AADA - Deloitte Motor Industry Services - Profit Focus
AADA - Deloitte Motor Industry Services - Profit FocusAADA - Deloitte Motor Industry Services - Profit Focus
AADA - Deloitte Motor Industry Services - Profit Focus
 
Luxury customer journey: an overview of the new UHNW audience and how to use ...
Luxury customer journey: an overview of the new UHNW audience and how to use ...Luxury customer journey: an overview of the new UHNW audience and how to use ...
Luxury customer journey: an overview of the new UHNW audience and how to use ...
 
THE FUTURE OF LUXURY - Global Trend Briefing
THE FUTURE OF LUXURY - Global Trend BriefingTHE FUTURE OF LUXURY - Global Trend Briefing
THE FUTURE OF LUXURY - Global Trend Briefing
 
project on consumer buying decision process in purchasing economy class cars
project on consumer buying decision process in purchasing economy class cars project on consumer buying decision process in purchasing economy class cars
project on consumer buying decision process in purchasing economy class cars
 
World Luxury Index China - Top 50 Most-Searched For Luxury Brands in China
World Luxury Index China - Top 50 Most-Searched For Luxury Brands in ChinaWorld Luxury Index China - Top 50 Most-Searched For Luxury Brands in China
World Luxury Index China - Top 50 Most-Searched For Luxury Brands in China
 
2010 Customer Experience Impact Report
2010 Customer Experience Impact Report2010 Customer Experience Impact Report
2010 Customer Experience Impact Report
 
2011 Customer Experience Impact Report
2011 Customer Experience Impact Report2011 Customer Experience Impact Report
2011 Customer Experience Impact Report
 
Digital Statistics 2014 - India
Digital Statistics 2014 - IndiaDigital Statistics 2014 - India
Digital Statistics 2014 - India
 
Retails Trends 2017
Retails Trends 2017Retails Trends 2017
Retails Trends 2017
 
Kapferer Model Brand Identity Prism
Kapferer Model Brand Identity PrismKapferer Model Brand Identity Prism
Kapferer Model Brand Identity Prism
 

Ähnlich wie Car decision purchase journey

Maximize Sales to the Digital Shopper
Maximize Sales to  the Digital ShopperMaximize Sales to  the Digital Shopper
Maximize Sales to the Digital Shopperkarinabradley
 
Constant consideration-study research-studies
Constant consideration-study research-studiesConstant consideration-study research-studies
Constant consideration-study research-studiesStandout
 
Understanding 2010 automotive shoppers
Understanding 2010 automotive shoppersUnderstanding 2010 automotive shoppers
Understanding 2010 automotive shoppersSocial Media Marketing
 
Steve Witten Presents to JD Power and Associate Automotive Internet Roundtable
Steve Witten Presents to JD Power and Associate Automotive Internet RoundtableSteve Witten Presents to JD Power and Associate Automotive Internet Roundtable
Steve Witten Presents to JD Power and Associate Automotive Internet RoundtableKelly Automotive
 
J. d. power and associates auto shopper analysis
J. d. power and associates auto shopper analysisJ. d. power and associates auto shopper analysis
J. d. power and associates auto shopper analysisRalph Paglia
 
J. D. Power and Associates Auto Shopper Analysis
J. D. Power and Associates Auto Shopper AnalysisJ. D. Power and Associates Auto Shopper Analysis
J. D. Power and Associates Auto Shopper AnalysisSocial Media Marketing
 
Auto aftermarket digital driver research studies
Auto aftermarket digital driver research studiesAuto aftermarket digital driver research studies
Auto aftermarket digital driver research studiesHouseLead Italia
 
Automotive Digital Advertising Facts and Charts
Automotive Digital Advertising Facts and ChartsAutomotive Digital Advertising Facts and Charts
Automotive Digital Advertising Facts and ChartsSocial Media Marketing
 
Automotive Digital Advertising Facts Charts
Automotive Digital Advertising Facts ChartsAutomotive Digital Advertising Facts Charts
Automotive Digital Advertising Facts ChartsAncira Auto Group
 
Automotive digitaladvertisingfacts charts-v2
Automotive digitaladvertisingfacts charts-v2Automotive digitaladvertisingfacts charts-v2
Automotive digitaladvertisingfacts charts-v2Ralph Paglia
 
J. d. power and associates automotive online marketing review
J. d. power and associates automotive online marketing reviewJ. d. power and associates automotive online marketing review
J. d. power and associates automotive online marketing reviewSocial Media Marketing
 
J. d. power and associates automotive online marketing review
J. d. power and associates automotive online marketing reviewJ. d. power and associates automotive online marketing review
J. d. power and associates automotive online marketing reviewRalph Paglia
 
Jdpa Automotive Online Marketing Review
Jdpa Automotive Online Marketing ReviewJdpa Automotive Online Marketing Review
Jdpa Automotive Online Marketing ReviewAncira Auto Group
 
Women In Automotive 2016 - Scott Pechstein
Women In Automotive 2016 - Scott PechsteinWomen In Automotive 2016 - Scott Pechstein
Women In Automotive 2016 - Scott PechsteinChristina Fowinkle
 
The 5 Auto Shopping Moments
The 5 Auto Shopping MomentsThe 5 Auto Shopping Moments
The 5 Auto Shopping MomentsStradablog
 
J. D. Power Automotive Online Marketing Review 2008
J. D. Power Automotive Online Marketing Review 2008J. D. Power Automotive Online Marketing Review 2008
J. D. Power Automotive Online Marketing Review 2008Ralph Paglia
 
Jdpa automotive online marketing review
Jdpa automotive online marketing reviewJdpa automotive online marketing review
Jdpa automotive online marketing reviewRalph Paglia
 

Ähnlich wie Car decision purchase journey (20)

Maximize Sales to the Digital Shopper
Maximize Sales to  the Digital ShopperMaximize Sales to  the Digital Shopper
Maximize Sales to the Digital Shopper
 
Constant consideration-study research-studies
Constant consideration-study research-studiesConstant consideration-study research-studies
Constant consideration-study research-studies
 
Understanding 2010 automotive shoppers
Understanding 2010 automotive shoppersUnderstanding 2010 automotive shoppers
Understanding 2010 automotive shoppers
 
103 2007 jd-powerautoshopperanalysisstevewitten
103 2007 jd-powerautoshopperanalysisstevewitten103 2007 jd-powerautoshopperanalysisstevewitten
103 2007 jd-powerautoshopperanalysisstevewitten
 
Steve Witten Presents to JD Power and Associate Automotive Internet Roundtable
Steve Witten Presents to JD Power and Associate Automotive Internet RoundtableSteve Witten Presents to JD Power and Associate Automotive Internet Roundtable
Steve Witten Presents to JD Power and Associate Automotive Internet Roundtable
 
J. d. power and associates auto shopper analysis
J. d. power and associates auto shopper analysisJ. d. power and associates auto shopper analysis
J. d. power and associates auto shopper analysis
 
J. D. Power and Associates Auto Shopper Analysis
J. D. Power and Associates Auto Shopper AnalysisJ. D. Power and Associates Auto Shopper Analysis
J. D. Power and Associates Auto Shopper Analysis
 
Auto aftermarket digital driver research studies
Auto aftermarket digital driver research studiesAuto aftermarket digital driver research studies
Auto aftermarket digital driver research studies
 
Automotive Digital Advertising Facts and Charts
Automotive Digital Advertising Facts and ChartsAutomotive Digital Advertising Facts and Charts
Automotive Digital Advertising Facts and Charts
 
Automotive Digital Advertising Facts Charts
Automotive Digital Advertising Facts ChartsAutomotive Digital Advertising Facts Charts
Automotive Digital Advertising Facts Charts
 
Automotive digitaladvertisingfacts charts-v2
Automotive digitaladvertisingfacts charts-v2Automotive digitaladvertisingfacts charts-v2
Automotive digitaladvertisingfacts charts-v2
 
J. d. power and associates automotive online marketing review
J. d. power and associates automotive online marketing reviewJ. d. power and associates automotive online marketing review
J. d. power and associates automotive online marketing review
 
J. d. power and associates automotive online marketing review
J. d. power and associates automotive online marketing reviewJ. d. power and associates automotive online marketing review
J. d. power and associates automotive online marketing review
 
143 jdpa automotive-onlinemarketingreviewppt
143 jdpa automotive-onlinemarketingreviewppt143 jdpa automotive-onlinemarketingreviewppt
143 jdpa automotive-onlinemarketingreviewppt
 
JD Power and Associates Automotive Online Marketing Review
JD Power and Associates Automotive Online Marketing ReviewJD Power and Associates Automotive Online Marketing Review
JD Power and Associates Automotive Online Marketing Review
 
Jdpa Automotive Online Marketing Review
Jdpa Automotive Online Marketing ReviewJdpa Automotive Online Marketing Review
Jdpa Automotive Online Marketing Review
 
Women In Automotive 2016 - Scott Pechstein
Women In Automotive 2016 - Scott PechsteinWomen In Automotive 2016 - Scott Pechstein
Women In Automotive 2016 - Scott Pechstein
 
The 5 Auto Shopping Moments
The 5 Auto Shopping MomentsThe 5 Auto Shopping Moments
The 5 Auto Shopping Moments
 
J. D. Power Automotive Online Marketing Review 2008
J. D. Power Automotive Online Marketing Review 2008J. D. Power Automotive Online Marketing Review 2008
J. D. Power Automotive Online Marketing Review 2008
 
Jdpa automotive online marketing review
Jdpa automotive online marketing reviewJdpa automotive online marketing review
Jdpa automotive online marketing review
 

Kürzlich hochgeladen

Building a Budget by Jeff Allen and Josh Rodriguez
Building a Budget by Jeff Allen and Josh RodriguezBuilding a Budget by Jeff Allen and Josh Rodriguez
Building a Budget by Jeff Allen and Josh RodriguezForth
 
Centering equity and the community in Transportation by Richard Ezike
Centering equity and the community in Transportation by Richard EzikeCentering equity and the community in Transportation by Richard Ezike
Centering equity and the community in Transportation by Richard EzikeForth
 
Study on Financing of zero-emission trucks and their infrastructure
Study on Financing of zero-emission trucks and their infrastructureStudy on Financing of zero-emission trucks and their infrastructure
Study on Financing of zero-emission trucks and their infrastructureEuropeanCleanTruckin
 
Centering Equity Presentation by Brenna Rivett
Centering Equity Presentation by Brenna RivettCentering Equity Presentation by Brenna Rivett
Centering Equity Presentation by Brenna RivettForth
 
Environmental and Climate Justice Programby Karen Campblin
Environmental and Climate Justice Programby Karen CampblinEnvironmental and Climate Justice Programby Karen Campblin
Environmental and Climate Justice Programby Karen CampblinForth
 
Commercial Extractor fan repair services
Commercial Extractor fan repair servicesCommercial Extractor fan repair services
Commercial Extractor fan repair servicesmb1294198
 
USDA’s EV Charging Infrastructure Solutions by Chris McLean
USDA’s EV Charging Infrastructure Solutionsby Chris McLeanUSDA’s EV Charging Infrastructure Solutionsby Chris McLean
USDA’s EV Charging Infrastructure Solutions by Chris McLeanForth
 
Program Design by Prateek Suri and Shakaya Cooper
Program Design by Prateek Suri and Shakaya CooperProgram Design by Prateek Suri and Shakaya Cooper
Program Design by Prateek Suri and Shakaya CooperForth
 
IDMPO link slot online mudah menang 2024
IDMPO link slot online mudah menang 2024IDMPO link slot online mudah menang 2024
IDMPO link slot online mudah menang 2024idmpo grup
 
Design and Fund Equitable Electric Transportation For Communities by Jasmine ...
Design and Fund Equitable Electric Transportation For Communities by Jasmine ...Design and Fund Equitable Electric Transportation For Communities by Jasmine ...
Design and Fund Equitable Electric Transportation For Communities by Jasmine ...Forth
 
Myrtle Beach's Premier BMW Check Engine Light Diagnostics and Repairs
Myrtle Beach's Premier BMW Check Engine Light Diagnostics and RepairsMyrtle Beach's Premier BMW Check Engine Light Diagnostics and Repairs
Myrtle Beach's Premier BMW Check Engine Light Diagnostics and RepairsEuro Pro
 
Transportation Electrification Funding Strategy.pptx
Transportation Electrification Funding Strategy.pptxTransportation Electrification Funding Strategy.pptx
Transportation Electrification Funding Strategy.pptxForth
 
Lakshitha maduranga CV - for data entry clerck
Lakshitha maduranga CV - for data entry clerckLakshitha maduranga CV - for data entry clerck
Lakshitha maduranga CV - for data entry clerckLakshanMadhushanka3
 
Building a Future Where Everyone Can Ride and Drive Electric by Linda Bailey
Building a Future Where Everyone Can Ride and Drive Electric by Linda BaileyBuilding a Future Where Everyone Can Ride and Drive Electric by Linda Bailey
Building a Future Where Everyone Can Ride and Drive Electric by Linda BaileyForth
 
Equity Lab: Inked with Intent by The Greenlining Institute
Equity Lab: Inked with Intent by The Greenlining InstituteEquity Lab: Inked with Intent by The Greenlining Institute
Equity Lab: Inked with Intent by The Greenlining InstituteForth
 
Nosfdsfsdfasdfasdfasdfsadf asdfasdfasdfasdf
Nosfdsfsdfasdfasdfasdfsadf asdfasdfasdfasdfNosfdsfsdfasdfasdfasdfsadf asdfasdfasdfasdf
Nosfdsfsdfasdfasdfasdfsadf asdfasdfasdfasdfJulia Kaye
 
Centering Equity and Community in Transportation by Benito Perez
Centering Equity and Community in Transportation by Benito PerezCentering Equity and Community in Transportation by Benito Perez
Centering Equity and Community in Transportation by Benito PerezForth
 

Kürzlich hochgeladen (19)

Building a Budget by Jeff Allen and Josh Rodriguez
Building a Budget by Jeff Allen and Josh RodriguezBuilding a Budget by Jeff Allen and Josh Rodriguez
Building a Budget by Jeff Allen and Josh Rodriguez
 
Centering equity and the community in Transportation by Richard Ezike
Centering equity and the community in Transportation by Richard EzikeCentering equity and the community in Transportation by Richard Ezike
Centering equity and the community in Transportation by Richard Ezike
 
Study on Financing of zero-emission trucks and their infrastructure
Study on Financing of zero-emission trucks and their infrastructureStudy on Financing of zero-emission trucks and their infrastructure
Study on Financing of zero-emission trucks and their infrastructure
 
Centering Equity Presentation by Brenna Rivett
Centering Equity Presentation by Brenna RivettCentering Equity Presentation by Brenna Rivett
Centering Equity Presentation by Brenna Rivett
 
Environmental and Climate Justice Programby Karen Campblin
Environmental and Climate Justice Programby Karen CampblinEnvironmental and Climate Justice Programby Karen Campblin
Environmental and Climate Justice Programby Karen Campblin
 
Commercial Extractor fan repair services
Commercial Extractor fan repair servicesCommercial Extractor fan repair services
Commercial Extractor fan repair services
 
USDA’s EV Charging Infrastructure Solutions by Chris McLean
USDA’s EV Charging Infrastructure Solutionsby Chris McLeanUSDA’s EV Charging Infrastructure Solutionsby Chris McLean
USDA’s EV Charging Infrastructure Solutions by Chris McLean
 
Reinventing the Car - as I reported it in 1985!
Reinventing the Car - as I reported it in 1985!Reinventing the Car - as I reported it in 1985!
Reinventing the Car - as I reported it in 1985!
 
Program Design by Prateek Suri and Shakaya Cooper
Program Design by Prateek Suri and Shakaya CooperProgram Design by Prateek Suri and Shakaya Cooper
Program Design by Prateek Suri and Shakaya Cooper
 
IDMPO link slot online mudah menang 2024
IDMPO link slot online mudah menang 2024IDMPO link slot online mudah menang 2024
IDMPO link slot online mudah menang 2024
 
Design and Fund Equitable Electric Transportation For Communities by Jasmine ...
Design and Fund Equitable Electric Transportation For Communities by Jasmine ...Design and Fund Equitable Electric Transportation For Communities by Jasmine ...
Design and Fund Equitable Electric Transportation For Communities by Jasmine ...
 
Myrtle Beach's Premier BMW Check Engine Light Diagnostics and Repairs
Myrtle Beach's Premier BMW Check Engine Light Diagnostics and RepairsMyrtle Beach's Premier BMW Check Engine Light Diagnostics and Repairs
Myrtle Beach's Premier BMW Check Engine Light Diagnostics and Repairs
 
Transportation Electrification Funding Strategy.pptx
Transportation Electrification Funding Strategy.pptxTransportation Electrification Funding Strategy.pptx
Transportation Electrification Funding Strategy.pptx
 
Lakshitha maduranga CV - for data entry clerck
Lakshitha maduranga CV - for data entry clerckLakshitha maduranga CV - for data entry clerck
Lakshitha maduranga CV - for data entry clerck
 
Building a Future Where Everyone Can Ride and Drive Electric by Linda Bailey
Building a Future Where Everyone Can Ride and Drive Electric by Linda BaileyBuilding a Future Where Everyone Can Ride and Drive Electric by Linda Bailey
Building a Future Where Everyone Can Ride and Drive Electric by Linda Bailey
 
Equity Lab: Inked with Intent by The Greenlining Institute
Equity Lab: Inked with Intent by The Greenlining InstituteEquity Lab: Inked with Intent by The Greenlining Institute
Equity Lab: Inked with Intent by The Greenlining Institute
 
Nosfdsfsdfasdfasdfasdfsadf asdfasdfasdfasdf
Nosfdsfsdfasdfasdfasdfsadf asdfasdfasdfasdfNosfdsfsdfasdfasdfasdfsadf asdfasdfasdfasdf
Nosfdsfsdfasdfasdfasdfsadf asdfasdfasdfasdf
 
EVAT - Future Mobility Transformation in Thailand
EVAT - Future Mobility Transformation in ThailandEVAT - Future Mobility Transformation in Thailand
EVAT - Future Mobility Transformation in Thailand
 
Centering Equity and Community in Transportation by Benito Perez
Centering Equity and Community in Transportation by Benito PerezCentering Equity and Community in Transportation by Benito Perez
Centering Equity and Community in Transportation by Benito Perez
 

Car decision purchase journey

  • 1. Trends and latest insights on the luxury automotive purchase decision journey 2014 summary www. dianasherling.com / dianasherling@yahoo.co.uk
  • 2. An overview of the latest insights of the car purchase decision journey 1. Time frames of the Purchase Decision Journey 2. Order of ‘places’ that influence
  • 3. Timeframes of the Purchase Decision Journey
  • 4. Automotive ‘average’ timescales for shopping are getting shorter Maritz ‘Car Consumer Purchase Journey’ November 2013 Autotrader ‘The Internet is making Car Shopping More Efficient’ June 2013 and spend on average only 3.75hrs in the dealership (compared to 7.5hrs in 2011)
  • 5. 7.3 <1 month rese Time is no longer a factor Source: Millward Brown Digital/Google Vehicle Shopper Path to Purchase Study, September 2013 82% of purchasers are in-market for 3 months or less As purchasers use many online sources reg The majority of ‘shoppers’ decide within 3 months Google ‘Automotive Shopping Behaviour Study’ 2011 Google ‘Digital drives auto shopping’ November 2013
  • 6. ‘Explore’ happens between 3-2 months towards being ‘in- market’purchasers search to navigate to online sources 20092010 awareness interest consideration test-drive purchase 6 Months share of new buyers referred to OEM sites by search 3 Months 2 Months 1 Month 1 Week 30% 37% 42% 48% 38% 25% 37% 36% 40% 34% search directs at least a third of traffic within 3 months of purchase Google ‘Automotive Shopping Behaviour Study’ 2011
  • 7. Digital resources are helpful, irrespective of how close to replace they are AVERAGENUMBEROF DIGITAL SOURCESUSED 7.3 8.1 8.1 <1 month research 1-3 months research 3+ months research Time is no longer a factor Source: Millward Brown Digital/Google Vehicle Shopper Path to Purchase Study, September 2013 RT1. Which of the following online sources,if any, did you use to look for information on cars/trucks using these types of devices?N=1591 / O7. How much time passed from when you first 82% of purchasers are in-market for 3 months or less As purchasers use many online sources regardless of time in-market
  • 8. With over 80% consumers visiting an OEM and dealers in their final month* 2525 5% 5% 6% 7% 8% 14% 4% 4% 6% 7% 8% 23% 0% 5% 10% 15% 20% 25% 6 monthsprior 5monthsprior 4monthsprior 3monthsprior 2 monthsprior Withinthe monthof purchase 2009Purchasers 2010 Purchasers dealership visitation peaked in purchase month Dealership Site Visitation by Purchase Month (Clickstream Data; Share of Purchasers 6-Months Prior to Purchase) Auto Shopper Behavior Study, Google/Compete, 2011. Clickstream data, January 2009-December 2010 +64% *McKinsey Global ‘Innovating Automotive Retail’ Feb 20141818 oem/ 3rd party visitation peaked during purchase month OEM and 3rd Party Site Visitation by Purchase Month (Clickstream Data; Share of Purchasers 6-Months Prior to Purchase) 13% 11% 17% 18% 20% 34% 13% 17% 25% 21% 22% 39% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 6 monthsprior 5monthsprior 4monthsprior 3monthsprior 2monthsprior Within the month of purchase OEM Sites 3rd Party Sites Auto Shopper Behavior Study, Google/Compete, 2011. Clickstream data, January 2010-December 2010 Google ‘Automotive Shopping Behaviour Study’ 2011
  • 9. But sometimes the process isn’t as ‘final’ as we’d like http://www.nielsen.com/in/en/insights/reports/2014/how-indian-consumers-navigate-the-car-buying-journey.html
  • 10. Confirmed by McKinsey McKinsey Global ‘Innovating Automotive Retail’ Feb 2014
  • 11. 80% new and 100% used start their journey online* * McKinsey Global ‘Innovating Automotive Retail’ Feb 2014 google.com/think The research process often kicks off online Source: Millward Brown Digital/Google Vehicle Shopper Path to Purchase Study, September 2013 MI3. What role did each of the following advertisements play while you were shopping for cars/trucks?Please select all of the responses that apply for each type of advertisement. N=101-1,030. 25% 26% 27% 28% 28% 29% 34% 34% 34% 35% Magazine ad Newspaper ad Online site ad Email ad Search ad TV ad Tablet ad Mobile ad Video ad Direct mail AD TYPESTHAT PROMPTED CONSUMERS TO START RESEARCHING 3 OF 5 top ad formats for prompting research were digital 9
  • 12. With an increasing number of digital touchpoints used for research
  • 13. Digital hugely influences ‘in person’ action at the dealers 19% 27% 35% 38% 53% 26% 32% 37% 37% 40% 43% 56% 57% 62% 69% 77% 81% 83% 59% 82% 89% 89% Radio Flyers & brochures Magazines Newspapers TV Auction sites Newspaper sites Social media Video sites Classified/listing sites Online mapping tools Regional dealer sites Consumer review sites Professional review sites Third party sites Family & friends Salesperson Test drive Dealer visit Digital plays a big role leading up to purchase Source: Millward Brown Digital/Google Vehicle Shopper Path to Purchase Study, September 2013 RT1. Which of the following online sources, if any, did you use to look for information on cars/trucks using these types of devices?Please select all options that apply for each source. N=1,591 (2013); N=1072 (2012) / RT2. Which of the following sources, if any, did you use to look for information on cars/trucks?N=1,591 (2013); N=1072 (2012) +20% YoY +23% YoY +28% YoY In Person Online Offline Dealer sites Manufacturer sites Search engines Google ‘Digital drives auto shopping’ November 2013
  • 14. With some consumers are already doing the entire journey on their mobiles Mobile in particulars use has increased by 460% year on year and is increasingly used for all stages of the purchase decision journey google.com/think Shoppers turn to mobile for a variety of research & comparison activities Source: Millward Brown Digital/Google Vehicle Shopper Path to Purchase Study, September 2013 RT11. Which of the following, if any, did you do on your mobile device (e.g., tablet and/or mobile phone) while shopping for cars/trucks?Please select all that apply. N=715 (2013)/N=338 (2012) 29% 35% 35% 37% 37% 38% 38% 39% 39% 44% Searched dealer inventory Read auto reviews Read car/truck features & specs Compared vehicles Read general car/truck info Located dealer Viewed current offers Read consumer reviews Called dealer Viewed images of cars/trucks MOBILEACTIONSTAKEN WHILESHOPPING +47% YoY +46% YoY +57% YoY 11 Google ‘Digital drives auto shopping’ November 2013