2011 automotive shopping behavior study
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1
2011 automotive shopping behavior study
2 2
agenda
4
1
2
3
key findings
shopping overview
digital use
search, mobile, video impact
3 3
key findings
4 4
1 research and decide faster
2 use an increasingly diverse set of online tools
3 search to navigate and compare
4 expect dealer sites to be as helpful as OEM sites
5 watch videos to discover and compare brands
6 rely on their mobile devices to research on the go
today’s vehicle shoppers:
key findings
5 5
study methodology
6 6
methodology- compete/ polk Phase 1
– Survey automotive consumers who purchased a vehicle in the last 12 months and identify attitudes with respect to:
• The influence of automotive online video, mobile devices/tablets, social networking, etc. with respect to automotive research, shopping and purchase decisions
• The importance of in-vehicle technology • How different automotive consumer segment (vehicle, price, etc) conducted
their research and shopping process prior to purchase
Phase 2 – Compete matched clickstream behavior from its panel of 2 million online
consumers to Polk vehicle registration data from January 2007 through December 2010.
– Compete used this matched data set to evaluate the impact of online automotive research on consideration and purchasing decisions.
7 7
methodology- compete/ polk phase 1 • Significance Testing
– For 2-variable significance testing, two asterisks (**) indicates significance at the 95% level and one asterisk (*) indicates significance at the 90% level
– For multiple variable significance testing, uppercase letters indicate significance at the 95% level and lowercase letters indicate significance at the 90% level
– Base sizes under 30 were removed from the study and any base sizes between 30-50 marked as low sample
8 8
methodology- compete/ polk phase 2
Source: R.L. Polk & Co., Compete Inc.
Google, R.L. Polk and Compete created a new dataset to study new vehicle retail registrations
86,241 new vehicle retail car registrations with 6 consecutive months of clickstream
data from January 2007 – December 2010
Internet Browsers New Vehicle Retail Car Registrations
9 9
shopping overview compete/ polk study
10 10
The shopping window has compressed 81% of shoppers decide within 3 months
A new trend of spontaneous shopping is also emerging • 17% of shoppers took less than a week up to decide versus 10% of 2009
purchasers
Auto Shopper Behavior Study, Google/Compete, 2011. O8 - How much time passed from when you first started researching or shopping online to when you actually made a purchase? Please select one answer only. Base: New purchasers (n=942) versus used purchasers (n=644)
2009 2010
2009 2010
LESS THAN A WEEK
1 WEEK TO <2 WEEKS
2 WEEKS TO <1 MONTH
1 TO <3 MONTHS
3 TO < 6 MONTHS
6 MONTHS OR MORE
11 11
LESS THAN A MONTH 1 TO 3 MONTHS 3 MONTHS OR MORE
The shopping window has compressed 81% of shoppers decide within 3 months
A new trend of spontaneous shopping is also emerging • 17% of shoppers took less than a week up to decide versus 10% of 2009
purchasers
Auto Shopper Behavior Study, Google/Compete, 2011. O8 - How much time passed from when you first started researching or shopping online to when you actually made a purchase? Please select one answer only. Base: New purchasers (n=942) versus used purchasers (n=644)
2009 2010
2009 2010
12 12
17%24%
6% 7%
13%
16%
12%3%
26%
25%
33%
9%
23%
23%
24%
24%
20%13%
25%
56%
0%
20%
40%
60%
80%
100%
New Purchasers (n=942) Low-price (n = 559) (A) Mid-luxury (n = 306) (B) High-luxury (n = 77) (C)
Extremely important
Very important
Somewhat important
Not very important
Not at all important
AB
A
C
aC
aC
A
aBC
technology is important to luxury purchasers
Importance of In-Vehicle Technology
Auto Shopper Behavior Study, Google/Compete, 2011. T1 - In general, how important were in-vehicle technologies (e.g., built in GPS, Bluetooth, parking assist, etc.) to you when researching or shopping for cars/trucks? Base: New purchasers by vehicle purchase price; high-luxury, $50k+ (n=77), mid-luxury, $30-50k (n=306), low-price, <$30k (n=559)
over half of high-luxury purchasers found in-vehicle technology extremely important
13 13
safety, utility, fuel efficiency gain interest
Importance of Specific In-Vehicle Technology Features
Auto Shopper Behavior Study, Google/Compete, 2011. T3 - How important were each of the following in-vehicle technologies to you while you researched or shopped for cars/trucks? Please select the one response that best applies to each row. Base: New purchasers (n=942)
40%
40%
35%
34%
34%
32%
27%
26%
25%
21%
16%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Automatic service reminders
Voice-activated controls
Hybrid/alternative fuel source technology
Heads-up windshield display
Automatic parking assist/parking alert systems
On-board multi-information display system
Bluetooth capabilities/mp3 device integration
Accident avoidance systems
Live Internet access
GPS/navigation systems
Satellite/HD Radio
14 14
shoppers discover in-vehicle technology on OEM sites
Online Sources Used to Research Technology
Auto Shopper Behavior Study, Google/Compete, 2011. T5 - Which of the following online sources, if any, did you use to look for information on in-vehicle technologies in the past 12 months? Please select all that apply. Base: New purchasers (n=942)
37%
30%
26%
20%
18%
12%
9%
7%
7%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Car/truck manufacturer websites
Dealership websites
Professional automotive review websites
Search engines
Third-party automotive websites
Consumer generated online reviews
Video sharing websites
Social networking websites
Newspaper/Magazine websites
15 15
role of online research
16 16
digital research behavior has diversified consumers are moving beyond traditional sites
OEM and 3rd Party Site Purchaser Visitation (Clickstream Data; Share of Purchasers 6-Months Prior to Purchase)
84% 84% 76% 71%
16% 16% 24% 29%
2007 2008 2009 2010
other sites
oem and/or 3rd party sites
Auto Shopper Behavior Study, Google/Compete, 2011. Clickstream data, January 2007-December 2010
17 17
Auto Shopper Behavior Study, Google/Compete, 2011. Clickstream data, January 2007-December 2010
59% 59% 59% 61% 61% 61%
48% 48% 48%42% 42% 42%
12% 12% 7% 7%
9% 9% 14% 14%
13%
13%16%
16%
19%19%
15%
15%
71% 72%
84%
68%77%
84%
57%67%
76%
56% 57%
71%
OEM Sites 3rd Party Automotive
Sites
3rd Party and/or
OEM Sites
OEM Sites 3rd Party Automotive
Sites
3rd Party and/or
OEM Sites
OEM Sites 3rd Party Automotive
Sites
3rd Party and/or
OEM Sites
OEM Sites 3rd Party Automotive
Sites
3rd Party and/or
OEM Sites
2007 Purchasers 2008 Purchasers 2009 Purchasers 2010 Purchasers
Shared OEM Sites Only 3rd Party Sites Only
59% 59% 59% 61% 61% 61%
48% 48% 48%42% 42% 42%
12% 12% 7% 7%
9% 9% 14% 14%
13%
13%16%
16%
19%19%
15%
15%
71% 72%
84%
68%77%
84%
57%67%
76%
56% 57%
71%
OEM Sites 3rd Party Automotive
Sites
3rd Party and/or
OEM Sites
OEM Sites 3rd Party Automotive
Sites
3rd Party and/or
OEM Sites
OEM Sites 3rd Party Automotive
Sites
3rd Party and/or
OEM Sites
OEM Sites 3rd Party Automotive
Sites
3rd Party and/or
OEM Sites
2007 Purchasers 2008 Purchasers 2009 Purchasers 2010 Purchasers
Shared OEM Sites Only 3rd Party Sites Only
59% 59% 59% 61% 61% 61%
48% 48% 48%42% 42% 42%
12% 12% 7% 7%
9% 9% 14% 14%
13%
13%16%
16%
19%19%
15%
15%
71% 72%
84%
68%77%
84%
57%67%
76%
56% 57%
71%
OEM Sites 3rd Party Automotive
Sites
3rd Party and/or
OEM Sites
OEM Sites 3rd Party Automotive
Sites
3rd Party and/or
OEM Sites
OEM Sites 3rd Party Automotive
Sites
3rd Party and/or
OEM Sites
OEM Sites 3rd Party Automotive
Sites
3rd Party and/or
OEM Sites
2007 Purchasers 2008 Purchasers 2009 Purchasers 2010 Purchasers
Shared OEM Sites Only 3rd Party Sites Only
59% 59% 59% 61% 61% 61%
48% 48% 48%42% 42% 42%
12% 12% 7% 7%
9% 9% 14% 14%
13%
13%16%
16%
19%19%
15%
15%
71% 72%
84%
68%77%
84%
57%67%
76%
56% 57%
71%
OEM Sites 3rd Party Automotive
Sites
3rd Party and/or
OEM Sites
OEM Sites 3rd Party Automotive
Sites
3rd Party and/or
OEM Sites
OEM Sites 3rd Party Automotive
Sites
3rd Party and/or
OEM Sites
OEM Sites 3rd Party Automotive
Sites
3rd Party and/or
OEM Sites
2007 Purchasers 2008 Purchasers 2009 Purchasers 2010 Purchasers
Shared OEM Sites Only 3rd Party Sites Only
59% 59% 59% 61% 61% 61%
48% 48% 48%42% 42% 42%
12% 12% 7% 7%
9% 9% 14% 14%
13%
13%16%
16%
19%19%
15%
15%
71% 72%
84%
68%77%
84%
57%67%
76%
56% 57%
71%
OEM Sites 3rd Party Automotive
Sites
3rd Party and/or
OEM Sites
OEM Sites 3rd Party Automotive
Sites
3rd Party and/or
OEM Sites
OEM Sites 3rd Party Automotive
Sites
3rd Party and/or
OEM Sites
OEM Sites 3rd Party Automotive
Sites
3rd Party and/or
OEM Sites
2007 Purchasers 2008 Purchasers 2009 Purchasers 2010 Purchasers
Shared OEM Sites Only 3rd Party Sites Only
2007 2008 2009 2010
digital research behavior has diversified consumers are moving beyond traditional sites
OEM and 3rd Party Site Purchaser Visitation (Clickstream Data; Share of Purchasers 6-Months Prior to Purchase)
18 18
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 months prior 5 months prior 4 months prior 3 months prior 2 months prior Within the month of purchase
OEM Sites 3rd Party Sites
Auto Shopper Behavior Study, Google/Compete, 2011. Clickstream data, January 2010-December 2010
19 19
purchasers looked for offers on OEM sites
OEM KPI Usage (Clickstream Data; Share of Purchasers Anytime During the 6-Months Prior to Purchase)
Auto Shopper Behavior Study, Google/Compete, 2011. Clickstream data, January 2010-December 2010
35% 35%
28%
18%17%
14%13%
6% 6%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Offers BYO Locate a dealer Search inventory
Compare Payment estimator
RAQ Brochure Trade-in
offers, BYO and locate a dealer are used by about a third of purchasers
20 20
YOY Comparison- OEM Site Behavior
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Build Your Own Offers Locate a Dealer Request a Quote Search Inventory Payment Estimator
2009
2010
Auto Shopper Behavior Study, Google/Compete, 2011. Clickstream data, January 2010-December 2010
21 21
search inventory most-used 3rd party tool
3rd Party KPI Usage (Clickstream Data; Share of Purchasers Anytime During the 6-Months Prior to Purchase)
Auto Shopper Behavior Study, Google/Compete, 2011. Clickstream data, January 2010-December 2010
42%
32%
29%
22% 22%
18%15%
13%11%
10%8%
5% 5%4%
2%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Inventory Model information
Trade-in RAQ Reviews BYO Photo gallery
Locate a dealer
Offers Financial Compare Calculator Car finder
Sell your car Blog
a greater portion of shoppers searched inventory on 3rd party sites than OEM sites
22 22
YOY Comparison- 3rd Party Site Behavior
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Inventory Model Info Trade In Request a Quote Reviews
2009
2010
Auto Shopper Behavior Study, Google/Compete, 2011. Clickstream data, January 2010-December 2010
23 23
179
466
17
210
494
25
197
482
34
196
472
35
0
100
200
300
400
500
600
OEM 3rd Party Dealerships
2007 2008 2009 2010
usage has doubled to 35m since 2007 dealer site visitation continues to climb
OEM and 3rd Party Site Overall Visitation (Clickstream Data, Millions of Visitors; January 2007-December 2010)
Auto Shopper Behavior Study, Google/Compete, 2011. Clickstream data, January 2007-December 2010, Millions of Visitors
24 24
22% 23% 23%
31%
0%
5%
10%
15%
20%
25%
30%
35%
2007 Purchasers 2008 Purchasers 2009 Purchasers 2010 Purchasers
nearly 1 in 3 purchasers visited dealership sites
Dealership Site Visitation by Purchase Year (Clickstream Data; Share of Purchasers Anytime During the 6-Months Prior to Purchase)
Auto Shopper Behavior Study, Google/Compete, 2011. Clickstream data, January 2007-December 2010
25 25
5% 5%6% 7%
8%
14%
4% 4%
6% 7%8%
23%
0%
5%
10%
15%
20%
25%
6 months prior 5 months prior 4 months prior 3 months prior 2 months prior Within the month of purchase
2009 Purchasers 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%
26 26
search impact
27 27
purchasers search to navigate to online sources
2009 2010
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
Auto Shopper Behavior Study, Google/Compete, 2011. Clickstream data, by time periods, discrete months, January 2010-December 2010.
30%
37%
42%
48%
38%
25%
37%
36%
40%
34%
search directs at least a third of traffic within 3 months of purchase
28 28
51%
42%
35%
19%
Helped me obtain general information
Helped me compare features across companies
Helped me understand specif ic features
Helped me decide which company to purchase f rom
0%
10%
20%
30%
40%
50%
60%
search helps shoppers discover and compare
How Search Engines Were Helpful
Auto Shopper Behavior Study, Google/Compete, 2011. RT5 - How did each of the following source(s) help you while you researched or shopped for cars/ trucks? Please select all of the responses that apply for each source. Base: New purchasers that selected search engines in RT1/RT2 that received a rating of 2-5 in RT3 (n=364)
search engines were helpful for upper funnel activities
29 29
16%
11%
14%
19%
40%
Search Converters
1 2 3-4 5-9 10+
purchasers search repeatedly
Number of Automotive Search Queries (Purchasers; Jan-Dec 2010)
Auto Shopper Behavior Study, Google/Compete, 2011. Converters Total Query Volume: 19.3M; Clickstream data
84% searched more than once
30 30
45%
10%
45%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Branded Non-Branded Both
Auto Shopper Behavior Study, Google/Compete, 2011. Clickstream data
shoppers use both branded and non-branded terms
Share of Converters by Query Term Type Used (Purchasers; Jan-Dec 2010)
31 31
83%
75%
57%
48%
16%
17%
9%
5%
4%
13%
16%
38%
48%
71%
1
2
3-4
5-9
10+
Branded Only Non-Branded Only Both
as search usage increases, keyword type varies
Branded Versus Non-Branded Search, by Number of Queries (Purchasers; Jan-Dec 2010)
Auto Shopper Behavior Study, Google/Compete, 2011. Base: Converters from Jan-Dec 2010; total query volume among converters: 19.3M; Clickstream data
17,100
1,340
487
220
156
Query Volum
e (’ 000s)
32 32
mobile impact
33 33
91%76%
76%75%
70%67%67%
52%48%
88%83%
81%77%
75%74%
65%94%
75%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Test drive at a dealershipFamily, friends, and/or colleagues
Salesperson at a dealershipFlyers or brochures received in the mail
MagazinesNewspaper/Magazine websites
RadioNewspapers
TVProfessional automotive review websites
Third- party automotive websitesCar/ truck manufacturer websites
Consumer generated online reviewsSocial networking websites
Search enginesDealership websites
TabletMobile phone
Offl
ine
Onl
ine
Mob
ile
tablets ranked highest in usefulness
Usefulness of Research Tools Used
Auto Shopper Behavior Study, Google/Compete, 2011. RT3 - Please indicate how useful each of the following sources were while you researched or shopped for cars/trucks? Please select the one response that best applies to each type of source. Base: New purchasers that selected source used in RT1/RT2 (n=942)
34 34
22% 20%
19%34%
27%8%
30% 34%
8% 9%
Mobile phone Tablet
Dont know/Cant recall
Use this source throughout my research
Used this source at the very end of my research
Used this source in the middle of my research
Used this source at the very beginning of my research
mobile and tablet used throughought research
When During the Shopping Process Did You Use Research Tools
Auto Shopper Behavior Study, Google/Compete, 2011. RT4 - For which parts of your research process did you use each of these in researching or shopping for cars/trucks? Please select all responses that apply for each source. If you used a source throughout your research, please only select that option. Base: New purchasers that selected source used in RT1/RT2 (n=942)
mobile shoppers are more likely to use mobile throughout or in the beginning, than at the end
35 35
mobile phones used to compare models
Types of Research Conducted on Mobile Phone (New Purchasers That Selected Mobile or Tablet in RT1, n=98)
Auto Shopper Behavior Study, Google/Compete, 2011. M2 - Which of the following did you do on your mobile device while researching or shopping for cars/ trucks? Please select all that apply. Base: Selected mobile phone or tablet (e.g., iPad) in RT1, new purchasers only (n=98)
55%
47%
44%
34%
31%
29%
28%
24%
23%
19%
17%
13%
9%
0% 10% 20% 30% 40% 50% 60%
Compare features
Compare prices
Read general car/truck information
Navigate to a dealership
Call a dealership
Read reviews
Watch an online video
Locate a dealership
Search a dealerships inventory
Build/Conf igure a new car/truck
Make an appointment for a test drive
Look for promotions or coupons
Contact a dealership other than by calling
36 36
video impact
37 37
52%
49%
45%
41%
40%
40%
37%
36%
28%
0% 10% 20% 30% 40% 50% 60%
Online video ad
Sponsored/paid search engine listing
Newspaper ad
Email ad
Radio ad
TV ad
Online website ad
Magazine ad
Billboard or outdoor ad
online video ranked most useful ad format
Usefulness of Advertisements Seen or Heard (New Purchasers That Selected Ads in MI1, Top 2 Box, n=942)
Auto Shopper Behavior Study, Google/Compete, 2011. MI2 - How useful were each of the following types of advertisements in helping you decide whether to purchase a car/truck? Please select the one response that best applies to each type of advertisement. Base: New purchasers that selected ads in MI1 (n=942)
38 38
video ads drove initial interest
Result of Seeing Online Video Advertisements
Auto Shopper Behavior Study, Google/Compete, 2011. MI3 - What role did each of the following play while you were researching or shopping for a car/ truck? Please select all of the responses that apply for each type of advertisement. Base: New purchasers that selected Video Ads in MI1, (n=163)
30%
23%
17%
12% 11%9%
Prompted me to start researching
Encouraged me to consider the brand that was advertised
Prompted me to visit the advertisers store
Enticed me to purchase an
automotive part
Prompted me to visit the website of the
advertiser
Prompted me to call the advertiser
0%
5%
10%
15%
20%
25%
30%
35%
30% were encouraged to start researching after viewing online video ads
39 39
video influences brand choice
How Automotive Videos Were Helpful
Auto Shopper Behavior Study, Google/Compete, 2011. RT5 - How did each of the following source(s) help you while you researched or shopped for cars/ trucks? Please select all of the responses that apply for each source. Base: New purchasers that selected video sharing used in RT1/RT2 that received a rating of 2-5 in RT3 (n=90)
40%
30%
24%21%
Helped me decide which company to purchase f rom
Helped me obtain general information
Helped me understand specif ic features
Helped me compare features across companies
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
40% of video viewers indicated that online videos were helpful in deciding which brand to purchase
40 40
youtube leads all auto video research sites
Websites Visited to Watch Online Automotive Videos
Auto Shopper Behavior Study, Google/Compete, 2011. VI1 - Which of the following websites did you use to watch videos while researching or shopping for cars/trucks? Please select all that apply. Base: Selected video sharing websites in RT2, new purchasers only (n=95)
65%
40%
40%
32%
27%
25%
22%
19%
16%
16%
13%
12%
12%
0% 10% 20% 30% 40% 50% 60% 70%
YouTube
Car/truck manufacturer websites
Professional automotive review websites
Third-party automotive websites
Bing Video
Consumer generated online reviews
Newspaper/Magazine websites
Dealership websites
Yahoo! Video
Vimeo
MySpace
Google Video
2 of 3 purchasers who viewed automotive online videos did so on YouTube
41 41
opportunities
42 42
1 follow shoppers through an increasingly complex path to purchase versus relying on traditional online destinations alone
2 reconsider media use for discrete parts of the funnel and explore strategies for each platform by research stage
3 examine dealers’ digital presence and coordination with brand-level strategy based on rise in spontaneous shopping and dealer site use
4 navigation becomes more important as research diversity increases. is search getting the attention it deserves?
5 develop mobile specific strategies to prepare for continued growth and specialization
6 produce and distribute video to compete for early interest
opportunities & considerations
to align to today’s automotive shopping behavior:
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