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A CAR SHOPPER'S JOURNEY
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A CAR SHOPPER'S JOURNEY
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READ REVIEWS. 63%. Main online research activites. MAKE YOUR WEBSITE A ONE-STOP SHOP. SHOPPERS ARE ONLINE. SHOPPERS ARE
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
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