Download - BMW Digital Data & Insights
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60:40 Male to Female Divide
Young 25-‐44
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Don’t have Kids
High Income Earners
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Highly Educated
Mostly Caucasian
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BMW USA aRracts 240,000 U.M.V
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BMW USA aRracts 240,000 U.M.V
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Well ahead of Audi USA
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Slightly behind Lexus USA
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But well Behind Mercedes Benz USA
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BMW leads the way in U.S search terms
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Figures climbing back to their 2008 high
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Geographically most Searched for on east and west coasts Of USA
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Which is a similar trend to Audi
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Mercedes Lexus
However Lexus and Mercedes are More searched for in some southern states
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Consumer Barometer shows that 20% of people research exclusively online without ever visiXng
a car showroom pre purchase
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Online Car research is predominately carried out on PC or laptop with mobile accounXng for only 4% of research
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80% of luxury car brand consumers expect their brands to be highly visible and acXve online
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Some popular BMW You Tube search Terms include…
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BMW USA has nearly 1 million FB Likes
GeneraXng 40,000 conversaXons
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This is well behind Both Audi and Mercedes
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BMW is highly talked about with Topsy Showing it generated 3,500 twiRer conversaXons over a 6 hr period
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And an average of between 25-‐35K tweets Per day between mid July and mid August 2013
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This is on par with Mercedes and Audi and far ahead of Lexus
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In General BMW social media commentary is posiXve according to social menXon with a 7:1
posiXve to negaXve senXment
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Some recent BMW campaigns that gained tracXon Among the digital creaXve community
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Rival Campaigns also worth noXng
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But nothing can beat the wow factor of a genius concept, perfectly executed
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Insights • BMW are operaXng in a highly compeXXve U.S market. Its main rivals are Mercedes, Lexus and Audi.
• Audi is growing faster than all the rest and they have been quite aggressive in their communicaXon output.
• Mercedes is the more conservaXve of the brands and appeals to a slightly older demographic.
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• BMW appeals primarily to young, single, highly educated and high earning urbanites.
• They are very knowledgeable about car products and oeen do not need to go to a showroom before making their purchase decision.
• They expect their auto brand to acXve online. • BMW is a leader in search acXvity and we saw a posiXve relaXonship between search and sales figures.
Insights
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• In the luxury end of the car market quality is assumed.
• There is liRle to choose between rivals in terms of product specificaXon & performance. Therefore the point of differenXaXon must be more emoXve.
• Rising fuel costs and alternaXve energy sources is sXmulaXng interest among luxury consumers. i-‐concept proving popular
Insights