auto consumer behavior infographic
TRANSCRIPT
Consumer Behavior ResearchC+R Research & Nielsen Scarborough Data
© 2015 All Rights ReservedAuto Buyers
The Road to Purchase
Source: Cars.com Digital Study via C+R Research
The average vehicle
shopper is
influenced by 6 to 7
different sources
2 in 3 refer to an online source as their main source
Top Online Sources of Information
50%
49%
46%
42%
Independent research sites(Edmunds, Car & Driver, KBB.com)
Search engines(Google, Bing, Yahoo)
Manufacturer sites(Ford, Chevrolet, Toyota)
Automotive dealership sitesLocal dealer websites
Auto Buyer Behavior
Impact on Dealerships
1 in 5 shoppers: visit only one showroom
1 in 4 shoppers: visit only two showrooms
Auto buyers are more empowered and informed than ever before. Buyers are visiting dealerships for the tactile experience of seeing, touching and test-driving a car, all of which helps tap into the emotional aspect of making such a
significant purchase. The vast majority of the decision-making process on what to buy and where to buy is done online.
How Top Sources are Chosen?
Buyers determine their top sources of information based on a feeling of
helpfulness and trust
Source: Nielsen Scarborough Data Release 2 2015 © All Rights Reserved
Auto Buyer Behavior in Syracuse DMA
~735,000Number of people in
Syracuse DMA based on the 7-county area
Midsize Car28%
SUV19%
Van or Minivan
17%Pickup Truck
12%
Next Vehicle Planning to Buy or Lease (New
or Used)
Among Those Planning to Buy or LeaseIn the Next 12 Months (30 Day Usage)
66%15% increase in shoppers since
2011
46%30% increase in shoppers since
2011
35%102% increase since last year
22%17% increase
since 2011
1 in 3 access Syracuse.com in a 30-day window
40%Average Sunday Post-Standard readership
among those planning to buy a vehicle
Broadcast TV viewership and hardwired cable (premium and non-premium) viewership continue to decline YOY.
Increasing rates for TV in 2016 driven by lower inventory from the Olympics and the
Presidential Debates makes digital advertising prime for growth.
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