A CAR SHOPPER'S JOURNEY

A CAR SHOPPER’S JOURNEY

2010

2014

2.5

4

BRANDS

BRANDS

MORE BRANDS ARE BEING CONSIDERED

28

LESS TIME

TO INFLUENCE Time researching purchase % compared to 2010

18

DAYS

median

SHOPPERS ARE RESEARCHING Research time allocation

INTERNET DEALER BROCHURE

46 54 %

brand & nameplate

FRIENDS & FAMILY

%

SAW VEHICLE

offers & dealer

NEWSPAPER TV

Source used

Influence

66% 62% 28%

37 % 32% 6%

27% 14% 14% 13%

11% 4% 5% 5%

INTERNET IS THE MOST USED & MOST INFLUENTIAL

SHOPPERS ARE ONLINE Shoppers are entering the funnel at different points. Nature of first search.

26% 15 % 41 %

Actions taken as a result of search

VISITED A DEALER

GENERIC

VISITED OEM WEBSITE

for example “new cars”

TOOK A TEST DRIVE

BRAND

for example “Ford”

VISITED DEALER WEBSITE

NAMEPLATE

ENHANCED OPINION

for example “Ford F150”

Main online research activites

58% 50% 43% 42% 40%

VIEWED PHOTOS COMPARED SPECS READ REVIEWS

67% 66% 63%

MAKE YOUR WEBSITE A ONE-STOP SHOP

SHOPPERS ARE BUYERS They are going to more dealers

38% 22% 17% 23%

1 DEALER

2 DEALERS

3 DEALERS

4+ DEALERS

40% WILL USE MOBILE AT DEALER

3 IN 10

buyers will leave and never come back to the dealership or the brand for service

GIVE BUYERS A COMPELLING REASON TO COME BACK

29

have already decided on their brand preference before visiting a dealer

53%

UNDECIDED

THE AUTOMOTIVE ZERO MOMENT OF TRUTH IS MORE IMPORTANT THAN EVER

MOBILE

VIDEO %

47

%

26

of shoppers used video websites as an information source

As a result of watching an online video they

VISITED A DEALER CHECKED DEALER INVENTORY TALKED TO FAMILY & FRIENDS SHARED A VIDEO

61% 30% 23% 23%

shoppers used their % oftablet or smartphone

throughout the research process

The top information they searched

REVIEWS/RATINGS

66% 54% 53% 52%

COMPARE VEHICLES

47%

VEHICLE PRICING MODEL INFORMATION PHOTO GALLERIES

SOURCE Google Think Auto Study, Conducted by Ipsos, New Car Buyers, 2,014 respondents, June/July 2013.

thinkwithgoogle.com