global auto study 2013, spain

Google Confidential and Proprietary 1 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 1

Global Auto Study 2013 Analysis of the Automotive Buying Process

New and Used Car Buyers, Spain


Market

Agenda

Intro

Process §  Start §  Decisions §  Sources §  Mobile §  Search §  Video §  Social §  Contact §  Visits

Purchase

Post- Purchase


Intro


Russia

Korea

Japan

Australia

Vietnam Thailand

Malaysia

Indonesia

Singapore

India

Turkey Spain

UK Poland

Germany France

Italy

Canada

US

Mexico

Brazil

Argentina

Car buyers from 22 countries

New car buyers Used car buyers


Over 35,000 surveyed*

Country New Used ASM**

1 Argentina 500 500 1000

2 Australia 700 700 1000

3 Brazil 800-825 700 650 - 700 (Tires Only)

4 Canada 700 -- --

5 France 500 500 1000

6 Germany 500 500 1000

7 India 700 -- --

8 Indonesia 500 500 1000

9 Italy 500 500 1000

10 Japan 1000 -- --

11 Korea 700 700 --

Country New Used ASM**

12 Malaysia 500 500 1000

13 Mexico 500 500 1000

14 Poland 1000 -- --

15 Russia 700 700 1000

16 Singapore 500 500 1000

17 Spain 500 500 1000

18 Thailand 500 500 1000

19 Turkey 1500 700 --

20 United Kingdom 500 500 1000

21 United States 700 -- --

22 Vietnam 500 500 1000

** ASM: Aftersales Market * Sample sizes shown in table represent the minimum collected for each quota group


Market


44%

46%

10%

Spain Internet

Population

Bought New and Used

Recent car buyers

Bought a Used Car Bought a

New Car

Source: When was the last time you purchased each of the following types of automobiles? BASE: All respondents who entered survey (n= 1049)

12% of consumers surveyed purchased a car in the last 12 months*

* Decision-makers or influencers; data not shown

44% Purchased a Used Car*

* This report focuses on new and used car buyers A similar report of new car buyers only is also available


18-34 35-49 50 +

50% 33% 17%

52% 32% 16%

Profile of new and used car buyers

Source: How old are you? What is your gender? What was the 2012 total income of your household before taxes and other deductions? What is the highest level of education you have completed or the highest degree you have received? How much did your automobile cost? BASE: All new car buyers (n= 503) BASE: All used car buyers (n= 511)

Avg. Annual Income*

€39,300 College Degree or Higher

52% Avg. Price Paid for Auto*

€20,600

Avg. Age

36.5

56%

Male

New buyers are better educated and more affluent

36.2 57 %


€28,500 39% €10,200 *See notes section for additional information

˄

Difference statistically significant (95% CL) ˄

˄ ˄


Start

Process


26%

18%

43%

12%

26%

25%

25%

23%

19%

16%

Different type of auto

Household needed addi4onal car

Replace old auto

Got a new job

Be<er fuel efficiency

Different type of auto

Household needed additional car

Replace old auto

New job

Better fuel efficiency

Buying a different type of auto prompts both new and used purchases

Source: What prompted you to purchase your automobile? In addition, did any of these life events prompt you to purchase your automobile? BASE: All new car buyers (n= 503) BASE: All used car buyers (n= 511)

Top 5 Triggers

Triggers for purchasing a new car


Buyers Need to Different type of auto

26%

25% Difference statistically significant (95% CL) ˄

˄

˄

˄

˄


Source: Thinking back to when you first started shopping for your car, did you know either the make and/or model you wanted to buy? BASE: All new car buyers (n= 503), BASE: All used car buyers (n= 511)

Start of research Less than 2 in 10 know the exact make and model they want to buy

Knew make, not model

7% 4%

Considering a few make/model combos

30% 27%

Knew model, not make

33% 24%

No idea

17% 31%

13% 14%

Knew exact model and make



58%

16%

31%

29%

24%

26%

62%

35%

33%

29%

24%

23%

Friends, family, colleagues

Classified ad/listing sites

Consumer review sites

Search engines

I saw it on the street

Television

Source: Which of these sources influenced your idea of which makes and/or models to buy before you actually started shopping for your automobile? BASE: Used at least one source and had some ideas New (n varies= 381-394), Used (n varies= 299-330) Did you know either the make and/or model you wanted to buy? BASE: All new car buyers (n= 503), BASE: All used car buyers (n= 511)

Ideas at start of research 7 in 10 have ideas of make or model at start of research

Have Some Idea of Make and/or

Model

Top 6 Sources Influencing Make/Model Preferences at Start of Research

83% 69%




Search engines

On-street

Television



˄

˄


Decisions

Process


Source: How much time passed from when you first started researching which automobile to buy to the time you bought it? BASE: All new car buyers (n= 503), BASE: All used car buyers (n= 511)

Length of purchase process

1 Year or More

Within the Same Month

6 Months to Less than 1 Year

3 Months to Less than 6 Months

1 Month to Less than 3 Months

Used buyers take less time to decide on purchase

35%

6%

Purchase

46%

35% 44%

12%

10%

9%

1%

3%


2.7 2.1

Average Time to Decide (Months)


˄

˄

˄

˄


Source: Approximately how long did it take you to make each of these decisions? BASE: All new car buyers (n= 503), BASE: All used car buyers (n= 511)

Days to make key decisions Used buyers take less time to make key decisions

Make/Brand

Model/Type

Features

Price/Financing

Dealer/Seller

23.2 18.1

14.1

15.3 11.1

18.2 12.3

15.9

New Used

18.4


˄

˄

Days to Make Decisions (Avg.)


Sources

Process


25%

42%

37%

22%

45%

18%

43%

39%

38%

33%

25%

22%

Classified ad/lis4ng sites


Search engines

Auto sales sites

Automobile manufacturer sites

Third-‐party comparison/aggregator sites

Online sources

Top Online Sources

Source: Which of the following online sources, if any, did you use to look for information on automobiles? BASE: All new car buyers (n= 503), BASE: All used car buyers (n= 511)

Nearly 9 in 10 use online sources



Search engines*

Auto sales sites


Third-party comparison/aggregator sites


91% Use Online

Sources

4.3 Sources (Avg.)

4.3 Sources (Avg.)

87% Use Online

Sources


˄ ˄

˄

˄

* Use search engines as a primary source.


36%

35%

33%

25%

20%

31%

28%

27%

26%

22%

20%

20%

Television

Magazines (print)

Auto-enthusiast magazines

Auto store displays

Newspapers (print)

Dealership showrooms

Source: Which of the following offline sources, if any, did you use to look for information on automobiles? BASE: All new car buyers (n= 503), BASE: All used car buyers (n= 511)

Television

Magazines (print)

Auto-enthusiast magazines

Auto store displays

Newspapers (print)

Dealership showrooms

Offline sources Used buyers are less likely to use offline sources

Top Offline Sources

89% Use Offline

Sources

3.2 Sources (Avg.)

2.9 Sources (Avg.)

70% Use Offline

Sources


˄


˄ ˄

˄

˄

˄


68%

34%

60%

0%

36%

19%

74%

39%

36%

33%

31%

12%


Service advisor/technician/mechanic

Dealer/store salespersons

Private auto sellers*


Manufacturer representa4ves

Source: Which of the following in-person sources, if any, did you use to look for information on automobiles? BASE: All new car buyers (n= 503), BASE: All used car buyers (n= 511)

In-person sources Over 9 in 10 use in-person sources

Top In-Person Sources





On-street

Manufacturer representatives

* ‘Private auto sellers’ asked of used car buyers only

96% Use In-Person

Sources

2.2 Sources (Avg.)

2.4 Sources (Avg.)

94% Use In-Person

Sources



˄

˄

˄


68%

25%

42%

34%

37%

60%

0%

22%

36%

36%

74%

43%

39%

39%

38%

36%

33%

33%

31%

28%





Search engines



Auto sales sites


Television

Top 10 sources

Source: Which of the following online, offline, in-person sources, if any, did you use to look for information on automobiles? BASE: All new car buyers (n= 503), BASE: All used car buyers (n= 511)

Top 10 Sources

Used buyers are more likely to use classified ad/listing sites





Search engines*



Auto sales sites


Television

* ‘Private auto sellers’ asked of used car buyers only



˄

˄

˄

˄

˄



11.3

2.5

4.5

4.9

5.9

11.6

0.0

2.0

7.6

2.8

19.6

9.2

7.4

6.5

5.9

5.3

4.1

3.7

3.3

2.7




Search engines




Auto sales sites



Source: How influential was each of these sources? Allocate 100 points across all the sources based on how influential each one was in your final purchase decision. BASE: Those who use at least one source New (n= 493), Used (n= 506)

Importance of sources Used buyers rely more on friends/family and online classifieds

Top 10 Most Important Sources





Search engines*




Auto sales sites


On-street

Highest “importance” points of 100 total

* ‘Private auto sellers’ asked of used car buyers only Difference statistically significant (95% CL) ˄

˄

˄

˄

˄

˄

˄

˄



Online sources from pre-market to purchase Online sources are used from start to finish

Become aware of new makes/models through online sources*

Pre-Market

Start of Research Say online sources gave ideas for makes/models

In-Market Research Use online sources to help them decide

Source: How do you generally learn about automobiles? BASE: Plan to purchase new automobile in next 12 months New (n= 503), Used (n=511) Which of these sources influenced your idea before you started shopping? BASE: Used at least one source and had some ideas New (n= 386), Used (n=329)

87%

91%

90%

93%


*Buyers who purchased a new/used car in last 12 months

92%

92%


˄


75%

42% 44%

69%

34%

52%

1 2 3

73%

50% 50%

67%

41%

58%

1 2 3

67%

48% 55%

61%

40%

57%

1 2 3

49% 42%

52% 52%

32%

53%

1 2 3

46%

32%

51% 45%

27%

46%

1 2 3

Source Types per Purchase Decision

Source: Which of these sources helped you make these decisions? BASE: Those who use at least one source New (n: Online= 457, Offline= 449, In-Person= 482) Used (n: Online= 444, Offline= 356, In-Person= 481)

Source types per decision Online sources inform all key decisions

Dealer/Seller Make/Brand Price/Financing Features Type/Model

New Used

Online In-Person Offline


˄ ˄

˄˄ ˄

˄˄

˄


Mobile

Process


95%

65%

43%

95%

63%

32%

1 2 3

Source: Which of these devices do you use regularly to go online/access the Internet? BASE: All new car buyers (n= 503), BASE: All used car buyers (n= 511)

Mobile access Over 3 in 5 access the Internet via smartphone, 2 in 5 via tablet

Desktop/Laptop Computer

Smartphone Tablet


˄

Devices to Access Internet


95%

57%

39%

95%

55%

28%

1 2 3

Desktop/Laptop Computer

Smartphone Tablet

74% 14% 11%

75% 15% 8%

Source: Approximately what percent of that time was spent on a (computer, smartphone, tablet) BASE: All new buyers (n= 503), BASE: All used buyers (n= 511)

Use of devices and time spent Over half use smartphones for research

New Used


˄

˄

Research Time per Device Devices for Car Research (Among those who own device)


91%

57% 57%

90%

60% 63%

1 2 3

78%

60% 59%

83%

60% 57%

1 2 3

75%

41% 51%

76%

39%

58%

1 2 3

66%

49% 55%

74%

49% 53%

1 2 3

62%

44% 42%

68%

49% 50%

1 2 3

Use of devices to make decisions Tablets help buyers tackle key decisions

Devices per Purchase Decision

Source: Which of these activities did you do on these devices? BASE: Those who own a device and do at least one activity New (n: computer= 362-438, smartphone= 228-265, tablet= 164-184) Used (n: computer= 306-379, smartphone= 193-239, tablet= 97-123)

Dealer/Seller Make/Brand Price/Financing Features Type/Model

New Used

Computer Smartphone Tablet


˄


22%

40% 36%

45% 39% 39%

22% 15%

24% 30%

25% 19% 17%

24% 26%

36% 32% 31%

Top sources per device 1 in 3 use a smartphone or tablet to access search engines

Top 3 Online Sources per Device (Among those who own device)

Source: Which online sources did you use on each of these devices? BASE: Those who use at least one online source and own a device New (n: computer= 432, smartphone= 269, tablet= 189) Used (n: computer= 423, smartphone= 252, tablet= 129)



Search engines

Search engines





Search engines

New Used Difference statistically significant (95% CL) ˄

˄

˄

˄


27% 29% 35% 37% 35% 34%

14% 13% 20% 22%

17% 16% 18% 18% 20%

29% 21% 21%

Research activities on devices Fewer new buyers use mobile devices for auto research

Top 3 Shopping Activities per Device (Among those who own device)

Looked up pricing info

Read reviews - make/brand

Compared features


Read reviews - type/model

Checked price while dealer/seller to see if

could get better price elsewhere


Learned about

features

Compared features

Source: Which of these activities did you do on these devices? BASE: Those who own a device and do at least one activity New (n: computer= 453, smartphone= 272, tablet= 189) Used (n: computer= 428, smartphone= 257, tablet= 128)


˄

˄˄


77%

29%

17%

82%

26%

15%

43% 37%

32%

51%

37% 30%

55%

24% 22%

55%

28% 21%

Source: When you were using these devices to look for information, were you … ? BASE: Those who use at least one location at computer, smartphone, or tablet New (n: computer= 432, smartphone= 269, tablet= 189) Used (n: computer= 423, smartphone= 252, tablet= 129)

Where buyers do research Most research on tablets happens at home

At home At work Visiting family members, friends, or

colleagues at their homes

At home In a restaurant

, coffee shop, etc.

On my regular commute

At home Traveling In a restaurant,

coffee shop, etc.

Top 3 Locations per Device


˄


“On the spot” research 1 in 5 use smartphones at dealer/sellers

at Dealerships

Source: When you were using these devices to look for information, were you … ? BASE: Those who use at least one location at computer, smartphone, or tablet New (n: smartphone= 269, tablet= 252) Used (n: smartphone= 189, tablet= 129)


23% Research on Smartphone

at Dealerships

21% 23%

Research on Tablet at Dealerships

12%


˄ ˄


Search

Process


Source: Which of the following online sources, if any, did you use to look for information on automobiles? Which search engines did you use at any point to research automobiles? BASE: All new car buyers (n= 503), BASE: All used car buyers (n= 511)

Use of search engines Over 7 in 10 use search engines

* Use search engines as a source or as a gateway to other online sources

New Car Buyers

78% Of New Car Buyers

Use Search Engines* for Auto Research

Used Car Buyers

74% Of Used Car Buyers

Use Search Engines* for Auto Research

New Used

91% Use the Internet for Auto Research



˄


94%

18%

6%

8%

6%

3%

94%

15%

8%

7%

5%

3%

Google

Yahoo

Ask Jeeves

Bing (MSN Search)

Ya

Terra Search

Source: Which search engines did you use at any point to research automobiles? BASE: New car buyer who used search engines (n= 391) BASE: Used car buyer who used search engines (n= 380)

Search engine brands Almost all use Google

94% 94%

Google


Top Search Engine Brands


Source: Tell us a story about a time you were using this source and why it was so influential.

Why search engines are valuable Search engines are helpful

“It took me to the page that helped me decide.”

“I can find each and every question regarding the purchase across various objective sources, such as independent people who have experimented the car.”

* Additional quotes in note section of this slide. All comments are available in an Excel document associated with this study. New Used

“Technical information and various user opinions.”


Video

Process


Source: Did you watch any videos online while you shopped for automobiles? BASE: All new car buyers (n= 503) BASE: All used car buyers (n= 511)

Online automotive videos Over 2 in 5 of used buyers watch online car videos

New Car Buyers

55% Of New Car Buyers Watch Auto Videos for Auto Research

Used Car Buyers

44% Of Used Car Buyers Watch Auto Videos for Auto Research

New Used




˄

˄


60%

21%

21%

10%

11%

12%

69%

19%

13%

12%

11%

10%

YouTube

Google+


Search engines

Daily Mo4on


Source: On which of the following websites did you watch videos about automobiles? BASE: Watched videos New (n= 278), Used (n= 227)

Use of video sites for auto research YouTube is the most popular site for watching car videos

Top Video Sites for Watching Auto Videos

Auto manufacturer sites

Review Sites

60% 69%

YouTube New car buyers Used car buyers

Search Engines


˄

˄˄


Types of online auto videos Over 2 in 5 watch videos highlighting a brand or feature

Source: What types of online videos did you watch while shopping for automobiles? BASE: Watched videos New (n= 278), Used (n= 227)

Description of Auto Videos

Watch Videos Highlighting brand/feature

Highlighting brand/feature

Comparison of 2+ automobiles

Online versions of TV commercials

Individuals review/opinion

Educational videos

Video tours of a dealership

Email marketing videos

48% 46%


48%

35%

35%

27%

17%

26%

18%

46%

42%

33%

32%

20%

15%

14%


˄


How buyers find auto videos Most use search engines to find car videos

Source: How did you find or hear about the videos you watched online? BASE: Watched videos New (n= 278), Used (n= 227)

Search engine query

Auto website visit

Video site search

Video site visit

TV ad

Social site visit

Friend shared video

Email

Recommendation of dealer/seller

Link in newspaper/magazine article

How Buyers Find Auto Videos

Find Auto Videos with Search

Engines

39% 49%


39%

29%

34%

22%

21%

21%

20%

15%

16%

14%

49%

32%

31%

22%

20%

19%

19%

17%

16%

15%


˄

˄


Videos on social and/or video sites Half watch videos on social or video sites

Source: How did you find or hear about the videos you watched online? BASE: Watched videos New (n= 278), Used (n= 227) Think about the videos you watched on social and/or video sites. Were these videos posted ...? BASE: Watched videos on social/video site New (n= 156), Used (n= 117)

Pages, Feeds or Channels Where Videos are Hosted

Watch Videos on Social and/or

Video Sites

Auto brands

Dealerships

Friends

3rd-party brands

56% 51%


68%

38%

37%

39%

55%

42%

40%

37%


˄


Source: How much do you agree or disagree with each of these statements about the online videos you watched while shopping for automobiles? BASE: Watched videos New (n= 303) Used (n= 248) (Top 2 box scores on 5-point “Agree” scale)

Influence of auto videos Car videos have a positive impact on brands

Have a Positive Perception Of Online Auto Videos

Say Online Auto Videos Have a Positive Impact on Brands

Convenient

Easy to find

Good quality

Wish there were more!

Helps to narrow choices

Provides awareness of new brands

Piques interest in brand


94% 91%

85% 83%

77%

72%

62%

58%

69%

64%

57%

53%

67%

53%

49%

62%

47%

43%


Producers of auto videos Most manufacturer-produced videos are online TV commercials

Auto Videos Produced By …

Manufacturers Dealers Third Parties Consumers/Friends

Source: Were the videos you watched produced by manufacturers, dealers, third parties, and/or friends/consumers? BASE: Watched specific types of videos New (n varies 46-134), Used (n varies 32-105)

... Are Usually


64%

Email marketing videos

Online versions of TV commercials



Individuals’ review/opinion

Individuals’ review/opinion

Individuals review/opinion

Educational videos

49% 58%

51% 50% 55%

42%

42%


36%

12%

18%

19%

12%

9%

31%

15%

14%

12%

9%

3%

Videos are not credible/trustworthy

Was not aware of auto videos

Do not have info I need

Videos are too long

Videos are too slow to load

Difficult to find

Why not watch auto videos 1 in 3 used buyers think car videos are not credible

Reasons for not Watching Videos

Source: Why didn’t you watch any online videos about automobiles while you were shopping? BASE: Did not watch videos New (n= 225), Used (n= 284)

Not credible/trustworthy

Unaware

Not relevant

Too long

Too slow to load

Difficult to find

Videos are Not Credible/Trustworthy

36% 31%



˄

˄


Source: How likely are you to watch videos about automobiles online the next time you shop for an automobile? BASE: Watched videos New (n= 278), Used (n= 223)

Future use of videos About 4 in 5 will use online videos for next car purchase

84% 79% New Used

Plan to Watch Online Videos for Next Auto Purchase


Social

Process


Use of social content Almost half of used buyers use social content Use of

New Car Buyers

Source: Which of these social sites, if any did you use over the time you were shopping for an automobile? BASE: All new car buyers (n= 503), BASE: All used car buyers (n= 511)

Used Car Buyers

60% Use or Contribute

Social Content Related to autos

48% Use or Contribute

Social Content Related to autos

New Used

65% Use Social Sites 56% Use Social Sites


˄

˄


33%

28%

20%

12%

5%

6%

27%

24%

21%

9%

4%

4%

YouTube

Facebook

Google+

Twitter

Instagram

MySpace

Use of social sites for research YouTube and Facebook are popular social sites for research

Source: Which of these social sites, if any did you use over the time you were shopping for an automobile? BASE: All new car buyers (n= 503), BASE: All user car buyers (n= 511)

Social Sites for Auto Research

33% 27%

YouTube New car buyers Used car buyers

43% 39%

Use YouTube and/or Google+


˄˄

*

*

*Google+ figures likely inflated due to association with general Google brand


39%

38%

27%

35%

33%

34%

Learned about an auto

Read comments/recommendations

Looked at pictures of autos

22%

22%

19%

17%

17%

13%

Instant messaged (IM) about my shopping

Shared opinions about my shopping

Posted links to other auto sites

Social media “consumers” and “producers” Buyers are consumers and producers of social

78% Are “Consumers” of

Social Content Are “Producers” of

Social Content

Top 3 Consumer Activities

Learn more

Read comments/recommendations

View pictures

Instant message (IM) about shopping

Share opinions about shopping

Post links to other auto sites

Top 3 Producer Activities

Source: How did you use or contribute social content about automobiles while you were shopping for an automobile? BASE: Use or contribute to social sites New (n= 326), Used (n= 281)

74% 66% 66%

New car buyers Used car buyers Difference statistically significant (95% CL) ˄

˄


67%

62%

62%

59%

64%

63%

56%

55%

Influence of social content Social content has a positive impact

Source: How much do you agree or disagree with each of these statements about using social sites while shopping for automobiles? BASE: Used or contributed to social sites New (n= 303), Used (n= 248) (Top 2 box scores on 5-point “Agree” scale)

Make shopping easy

Get answers

Make shopping fun

Provide information

Stay in touch with brands

Increase confidence in decisions

Introduce new brands


63%

61%

50%

56%

55%

44%

89% 89%

Have a Positive Perception of Social Sites

82% 76%

Say Social Sites Have a Positive Impact on Brands


Source: How likely are you to use social sites for information about automobiles the next time you shop for an automobile? BASE: Used or contributed to social sites New (n= 302), Used (n= 248)

Future use of social 2 in 3 expect to use social content for next car purchase

66% 69%

New Used

Plan to Use Social Content for Next Auto Purchase


Contact

Process


Source: How many times, if any, did you try to contact a manufacturer over the time you were shopping for an automobile? Include all the times you tried to make contact either by phone or online? BASE: Tried to contact manufacturer New (n= 495), Used (n= 497)

Contacting manufacturers Used buyers are less likely to contact manufacturers

Manufacturer

35% Attempt to Contact a Manufacturer During

Research

53% 3.1

Contact Attempts (Avg.)

2.9


˄


51%

56%

40%

28%

16%

58%

55%

48%

33%

23%

Email

Phone

Webform

Social media

Livechat

Source: You indicated that you tried to contact a manufacturer. How many times did you try to contact a manufacturer through: BASE: Contacted a manufacturer New (n= 263), Used (n= 175)

How buyers contact manufacturers Over half of used buyers contact manufacturers via email

Webform

Email

Phone

Livechat

Social Media

Manufacturer

1.5

1.4

1.8

1.5

1.5

1.4

1.2

1.5

1.1

1.3 New car buyers Used car buyers Difference statistically significant (95% CL) ˄

˄

˄

Contact Attempts (Avg.) Methods of Contact


Source: Think of the times you tried to contact a manufacturer by each of these methods. What kind of response did you generally receive? BASE: Contacted a manufacturer New (n varies= 42-147), Used (n varies= 39-101)

Outcome of attempts to contact manufacturer Most positive manufacturer experiences occur on phone calls

“Good” Manufacturer Response Outcomes Manufacturer


41%

55%

33%

31%

29%

36%

39%

23%

36%

27%

1

2

3

4

5


˄


Source: You indicated that at least one of your attempts to contact a manufacturer online was very unsatisfactory. What went wrong? BASE: response to at least one type of manufacturer online request was slow and incomplete and/or never received

What went wrong? Buyers say manufacturers are not responsive or relevant

“I didn't receive a response to my emails.”

“The internet didn't give all the information I was looking for.”

“They sent me a courtesy email that had nothing to do with the questions I asked.”

Manufacturer



30%

45%

25%

25%

51%

24%

Source: When you received a slow and/or incomplete response, what impact did it have on your choice of manufacturer? BASE: Received at least one slow and/or incomplete response New (n= 172), Used (n= 129)

Impact of poor response from manufacturer Poor response prompts about half to evaluate new manufacturers

Impact of a Poor Response from Manufacturer

Manufacturer

Switch to New Manufacturer

Evaluate Other Manufacturer(s)



New Used

No Impact No Impact


Source: How many times, if any, did you try to contact a dealer/seller over the time you were shopping for an automobile? Include all the times you tried to make contact either by phone or online? BASE: Tried to contact dealer New (n= 492), Used (n= 497)

Contacting dealers Nearly 4 in 5 used buyers contact dealer/sellers

Attempt to Contact a Dealer/Seller

During Research

Contact Attempts (Avg.)

Dealer/Seller

78% 3.5 90% 3.7


˄


11%

24% 29%

34%

2%

13%

27% 27% 30%

4%

At the beginning

Towards the middle

Mid-way through

Towards the end

At time of purchase

Source: Approximately how far into the purchase process did you first try to contact a dealer? BASE: Contacted dealer New (n= 443), Used (n= 389)

Timing of initial dealer/seller contact Many first contact dealer towards end of research

At the beginning

Towards the middle

Mid-way through

Towards the end

At time of purchase

First Dealer Contact

Purchase

2.7 2.1

New Used





˄

˄


39%

35%

30%

34%

30%

36%

28%

34%

32%

31%

30%

29%

28%

21%

1

2

3

4

5

6

7

Reasons to contact a dealer/seller Buyers contact dealers/sellers for many reasons

Source: You indicated that you tried to contact a dealer over the time you were shopping for an automobile. Why did you try to contact a dealer? BASE: Contacted dealer New (n= 443), Used (n= 389)

Contact Dealer to Ask Questions About Price/ Financing

Top Reasons for Contacting a Dealer

34% 39% Ask about price/financing

Ask all questions before visiting

Avoid unnecessary dealership visits

Ask about models/features

Check stock availability

Get hours/directions and plan a visit

Book a test drive


˄

˄


77%

43%

30%

20%

14%

77%

40%

24%

18%

10%

Phone

Email

Webform

Social media

Livechat

Source: You indicated you tried to contact a dealer. How many times did you try to contact a dealer through: BASE: Contacted a dealer New (n= 443), Used (n= 389)

How buyers contact dealers/sellers About 2 in 5 contact dealers/sellers via email

Contacts Attempts (Avg.) Forms of Contact

Webform

Email

Phone

Livechat

Social Media

Dealer/Seller


2.7

2.4

1.9

2.1

1.7

1.7

1.3

1.5

1.5

1.5


˄


69%

51%

29%

34%

44%

63%

40%

37%

16%

24%

1

2

3

4

5

Source: Think of the times you tried to contact a dealer by each of these methods. What kind of response did you generally receive? BASE: Contacted dealer through specific method New (n varies= 64-340), Used (n varies= 39-301)

Outcome of attempts to contact dealer Responses to online are less satisfactory

Dealer/Seller


“Good” Dealer Response Outcomes

Webform

Email

Phone

Livechat

Social Media


˄


Source: You indicated that at least one of your attempts to contact a dealer online was very unsatisfactory. What went wrong? BASE: response to at least one type of dealer online request was slow and incomplete and/or never received

What went wrong? Dealers/sellers are unresponsive

“The process was very slow on their part.”

“I asked for information and never received a response.”

“I received an automatic, generic answer.”

Dealer/Seller



Source: When you received a slow and/or incomplete response, what impact did it have on your choice of dealer/seller? Select one. BASE: Received at least one slow and/or incomplete response New (n= 226), Used (n= 205)

Impact of poor response from dealer/seller 1 in 5 switch dealers/sellers due to poor response

Impact of a Poor Response from Dealer

Dealer/Seller

Switch to New Dealer/Seller

Evaluate Other Dealer/Seller)



New Used

No Impact No Impact 30%

50%

20%

29%

52%

20%


Visits

Process


Visit at Least One Dealer

Dealer Visits (Avg.)

Source: How many visits to dealers/sellers, including the visit during which you made the purchase, did you make in total? The visit during which you purchased the automobile, approximately how many dealerships did you visit? BASE: All new car buyers (n= 496), BASE: All used car buyers (n= 495)

Visiting a dealer/seller Used buyers visit a dealer/seller about 3 times

85% Visit 2+

Dealerships

48%

4.0 Different Dealerships

Visited (Avg.)

2.9

98% 68%

3.3 2.8 New car buyers Used car buyers Difference statistically significant (95% CL) ˄

˄ ˄

˄


14%

29% 24%

30%

3%

20% 23% 24% 24%

8%

At the beginning

Towards the middle

Mid-way through

Towards the end

At time of purchase

Source: Approximately how far into the purchase process did you first visit a dealer? BASE: All new car buyers (n= 503), BASE: All used car buyers (n= 511)

Timing of initial dealer/seller visit 2 in 5 visit dealer/seller near the end of the process

At the beginning

Towards the middle

Mid-way through

Towards the end

At time of purchase

First Dealer Visit

Purchase

New Used

2.7 2.1


First Dealer Visit

First Dealer Visit

˄


˄˄ ˄

˄


1.5 1.5 1.4 1.7 2.0 1.8

72%

33% 26%

73%

38%

20%

Source: How many test drives did you take, in total, before buying your automobile? BASE: All new car buyers (n= 337), BASE: All used car buyers (n= 333) You indicated that you took test drive(s). How many of these test drives did you book...? BASE: Took >0 test Drives New (n= 503), Used (n- 511)

Test drives New buyers are more likely to book test drives online

67% Take Test Drives Prior to Purchase

2.0 Test Drives (Avg.)

In-person By phone Online

Test Drive Bookings (Avg.) Test Drive

Booking Method:

65% 2.1


˄ ˄


30% 31%

32%

27%

25%

29%

26% 27%

19%

15%

34% 34% 32%

31%

27% 27% 26%

23%

17% 16%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Citroen Renault Ford Peugeot Seat Opel Volkswagen Audi BMW Fiat

Brands considered More used buyers consider Citroen or Renault

Source: Here is a list of automobile brands/makes. All the brands/makes of automobiles you considered BASE: All new car buyers (n= 503) BASE: All used car buyers (n= 511)

New Used

Top 10 Car Brands (Considered)


18% 18%

22% 22%

18% 17%

16%

18%

11%

8%

14% 13% 13% 13%

10% 9% 8% 7%

5% 5%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Peugeot Citroen Renault Ford Seat Volkswagen Audi Opel Hyundai Kia

For which of these brands did you visit a franchised/authorized dealership? BASE: All new car buyers (n= 502) BASE: All used car buyers (n= 499)

Visits to dealers/sellers Used buyers visit fewer dealerships

New Used


˄

˄ ˄

˄˄

˄

˄

˄

˄

Top 10 Authorized Dealerships (Visits)


Purchase


6% 6% 7%

9% 7%

6% 6% 7%

4% 5%

9% 9% 9% 7% 7%

6% 6% 4% 4% 4%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Renault Peugeot Citroen Ford Volkswagen Opel Seat Audi BMW Hyundai

Source: Here is a list of automobile brands/makes. All the brands/makes of automobiles you considered / Which of these statements best describes the automobile you purchased? BASE: All new car buyers (n= 503), BASE: All used car buyers (n= 511)

Discover brand during research

11%

Brands purchased Almost 1 in 10 used buyers purchase Renault

New Used

23%


˄ ˄

˄

Top 10 Brands (Purchased)


32%

41%

38%

31%

28%

21%

26%

20%

12%

13%

17%

40%

36%

32%

26%

26%

23%

20%

14%

14%

14%

7%

Fits my budget

Has the features I wanted

Is the model/type I needed

Be<er quality

Be<er fuel efficiency

Recommended by family/friends

Safer

Has the style/image I wanted

Was unhappy with my previous automobile

Always wanted to own this make/brand

Be<er for the environment

Brand “switchers” 2 in 3 buyers switch brands due to budget

Reasons for Switching

Source: Why did you switch to a new make/brand of automobile? BASE: All new car buyers (n= 338), BASE: All used car buyers (n= 343) BASE: Switched from previously owned brand New (n= 503), Used (n= 511)

Budget

Features

Model/type

Better quality

Fuel efficiency

Recommended by family/friends

Safety

Has the style/image I wanted

Was unhappy with my previous automobile

Always wanted to own this make/brand

Environmental considerations

67% 67%

Switch from Previously Owned Brand



˄

˄

˄


Top 5 Dealers/Sellers

15%

65%

4%

3%

2%

21%

19%

9%

5%

2%

Source: Which one of the following best describes where you purchased your automobile? Which of these statements best describes the dealer or seller you purchased from? BASE: All new car buyers (n= 503), BASE: All used car buyers (n= 511)

Where purchased car Independent dealers/sellers attract more used buyers

Discover dealer during research

Independent dealership

Manufacturer authorized dealership

From a friend

Retail business of automotive

Classified website

15% 41%

21% 15%

Purchase from a Independent Dealership



˄

˄

˄

˄

˄


42%

47%

11%

35%

42%

23%

Source: Which of these statements best describes the automobile you purchased? BASE: All new car buyers (n= 503) BASE: All used car buyers (n= 511)

Final brand choice Research leads buyers to confirm or discover their final choice

Brand Choice

Discover Brand During Research

Choose Make/Brand Initially

Considered

Make/Brand was Always Top

Choice


Choice


Considered



˄

˄

˄


40%

45%

15%

Final dealer/seller choice Research leads buyers to confirm or discover their final choice

Which of these statements best describes the dealer or seller you purchased from? BASE: All new car buyers (n= 503) BASE: All used car buyers (n= 511)



Considered


Choice Make/Brand was

Always Top Choice


Considered


28%

31%

41%


˄

˄

˄

Dealer/Seller Choice


Post- Purchase


Source: How, if at all, has the manufacturer contacted you since you purchased your automobile? BASE: Have been contacted by manufacturer New (n= 283), Used (n= 171)

Post-purchase contact from manufacturers 1 in 3 used buyers are contacted by manufacturers

Social website Email Phone calls Text messages Brochures/flyers in mail

56% Say Manufacturer has Contacted Them

How Manufacturers Contact Buyers Post-Purchase

33%

New Used

41%

17%

31%

41%

12%

31%

18% 20%

50%

16%


˄

˄

˄


41%

11% 14%

74%

15%

31%

11% 15%

63%

13%

Source: How, if at all, has the dealer contacted you since you purchased your automobile? BASE: Have been contacted by dealer New (n= 411), Used (n= 320)

Post-purchase contact from dealers 3 in 5 used buyers are contacted by dealers/sellers

Social website Email Phone calls Text messages Brochures/flyers in mail

Say Dealer/Seller has Contacted Them

82% 63%

New Used


˄

˄

˄

How Dealers/Sellers Contact Buyers Post-Purchase


54%

60%

15%

10%

10%

59%

52%

12%

12%

12%

Email

Phone calls

Brochures/flyers in mail

Text messages

Social site

Source: How would you prefer a dealer or manufacturer stay in touch with you? BASE: All new car buyers (n= 471) BASE: All used car buyers (n= 439)

Preferred method of contact Email or phone is the preferred method of contact

Preferred Method of Contact

Social website

Email

Phone calls

Text messages

Brochures/ flyers in mail

86% 94%


Want a Dealer or Manufacturer to Stay in Touch


˄

˄


Post a review or comment on a social site

Contact the manufacturer to complain about my car

Post a review on a review website

Source: Which of the following, if any, have you done since purchasing your automobile? BASE: All new car buyers (n= 503), All used car buyers (n= 511) who took action New (n= 319), Used (n= 253)

Post-purchase action Half of used buyers take action post-purchase

Take Action After Purchasing

Actions After Purchasing

New Used

50% 64%

65%

26% 20% 21%

63%

28% 24% 19%

Recommend that my family members, friends and/or colleagues

buy the same automobile

Post a review or comment on a social site

Post a review on a review website (e.g., blogs, message boards, forums,

etc.)

Contact the manufacturer to complain about my automobile

Recommend that my family members, friends, and

colleagues Difference statistically significant (95% CL) ˄

˄


Thank you

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Technology

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