microsoft advertising insights consumer journey auto buyers infographic

The Consumer Journey: Global Auto-BuyersNew opportunities for marketers and agencies as consumers embrace digital on their journey to buy a new car

1 The Consumer Journey, Auto-Buyers: Influencers and Mindsets along the Path to Purchase,” conducted by Ipsos Media CT and Ipsos OTX, commissioned by Microsoft, February – June 2012. Study of US, UK, Brazil and India conducted online and in personal interviews; Quantitative Sample = 1002 (Brazil), 1022 (India), 761 (UK), 1106 (US); study focused on cars in the economy sector; +/- 3.10% (Brazil), 3.07% (India), 3.55% (UK), 2.95%(US) at the 95% confidence level.

“When I first drove, the car was everything. It meant freedom.” Female, US

“If I’m honest, I’m driven and influenced by media more than I’d like to admit.” Female, UK

“My smartphone is my rock, my life. It’s portable and discreet.”Female, US

“Cars to me are more than transportation. They define you as a person.” Male, US

“I saved from my first job in a fish and chip shop to buy my first car—and was very proud of myself.” Female, UK

Five key stages to the path to purchase, and digital plays a critical role1

average number of cars test-driven before purchase2-3

of global consumers use search during the early Open to Possibilty stage1/3

5 months to move through the entire purchase journey

Consumers triangulate information from authoritative online content, customer reviews and local dealer sites.

TV and newspapers are influential throughout the journey in emerging markets… but they may not be serving these markets in full.

Consumers love online video for car shopping: 30% say a test drive using a gaming console would be a helpful way to experience a potential purchase.

Marketers, what does this all mean?Understand the emotional or functional needs of consumers at each stage in the journey in order to inform your creative message across media channels and screens.

Bring the test drive experience to life before the dealership through rich media, video and interactive games on Xbox LIVE.

Finally, don’t forget to validate consumers’ decision through rich post-purchase campaigns that enable consumers to get mobile alerts, store important information and join like-minded communities where they can share and advocate for your brand.

Before models and specs, leverage aggregated lifestyle content such as “Top Ten Family Cars” or “Best City Vehicles” on MSN Autos to help consumers establish their unique “Worldview” during the Open to Possibility stage.

Help consumers avoid “switchbacks” by providing and storing a combination of authoritative content, expert reviews, consumer opinions and local dealer information across PCs, tablets and mobile phones.

Create location-aware mobile messages that get consumers into the dealership via MSN and Windows 8 apps.

Deliver a seamless connection between auto decision-making and finance with MSN Money and MSN Autos.

Open to PossibilityCurrent State

Everyone has a subconscious ‘idea’ about cars. our perceptions are formed by experiences and everyday encounters such as:

• The cars our parents drove• Those we've owned in the past • Cars we see driving past• Slick advertising campaigns • And cool chase scenes in movies

Decision to ChangeMotivation

Issues with OUR current car

Better fuel consumptionror performance

A new addition to the family

ExperiencingOwnership

After their purchase, consumers seek internal validation via their personal experiences with the new car......and external validation as their expectations are reflected back on them via other people and media. Eventually, the new car simply becomes a consumer’s current car and they circle back to the beginning of the cycle…

ShoppingMost of the auto shopping journey—the process of filtering and assessing options— is completed online. Consumers wait until the last possible minute to go into the dealership.

EvaluatingWorldview

In the worldview phase, there are four decisions that need to be made: • Confirming You Are Going To Buy A New Car• Working Out What You Want From A New Car• Determining How You're Going To Get

Your Information• Establishing A Base Level Of Brands Or Models

Those with solid brand preferences and/or experience skip through this stage quickly. However, most consumers have trouble with some or all of these elements. In some cases, it may be hard to work out how to get the information you need to move on.

Consumers begin to think about the right fit for their lifestyle

Do I want a roomy family car?

Or an agile and Fuel-efficient city car?

Media InfluencersAuto manufacturer websites (including their owned social media sites)

55% (Brazil) 49% (India)

40% (UK) 53% (US)

Car comparison & aggregator websites


35% (UK) 40% (US)

Broadcast TV


12% (UK) 19% (US)

Search engines

23% (Brazil)34% (India)29% (UK)33% (US)

Social networks


Magazines

41% (Brazil)

44% (India)20% (UK)20% (US)

Newspapers


Media Influencers

Nearly a third of consumers experience “switchbacks” where they move backward

into earlier stages of the journey.

The Terrain

In this phase of Shopping, consumers narrow down their options through a process of comparison and elimination.

The Car

Consumers zero-in on what they want. This is a focused hunt for ‘the one’ at the best price possible.

The Deal

Most consumers go to the dealer armed with all the facts they need to buy; they typically rely on mobile technology to locate dealerships and get on-the-fly information.

38% 30% 21%23%

The Terrain (Compare)

Car ratings/review websites


64% (UK) 67% (US)

Auto manufacturer websites (including their owned social media sites)


56% (UK) 58% (US)

Car comparison/aggregator websites


21% (UK) 37% (US)

Broadcast TV


10% (UK) 17% (US)

Independent car valuation websites


8% (UK) 20% (US)

Local dealer websites/owned social media


44% (UK) 43% (US)

Search engines


20% (UK) 18% (US)

Car ratings/review websites


40% (UK) 46% (US)

The Car & The Deal (Aggregate)

Connected my smartphone to the car’s entertainment system

8% (Brazil)

21% (UK)

Uploaded photos of my car to share with others

18% (Brazil)

11% (UK)

Posted/wrote about new car on social networking site

19% (Brazil)

Provided a review of the dealership I bought from

23% (Brazil)14% (UK)

16% (India)

24% (US)

33% (India)

23% (US)

14% (India)

13% (UK) 18% (US)

23% (India)17% (US)

After I bought my car, I...

1 4 7

5

6

2

3

Something triggers a conscious commitment to change

PersonalizationThinking about what might work and what the product or service would do for me. How does this product fit into my life?

EnrichmentGetting a better

tactile sense of the product or service

I’m considering. What’s the essence

or feel of it?

Gaining support for my choices, preferences and ultimately purchases. Am I making/have I made the right choice and do others think so, too?

Validation

Getting more information about

the product, includ-ing its features and

benefits. How do the facts stack up?

Information

microsoft advertising insights consumer journey auto buyers infographic

Automotive