Global Auto Shopper Study After Sales

Transcription

1 Global Auto Shopper Study After Sales Spain October 2014

2 Car buyers from 22 countries Canada UK France Poland Germany Russia Korea US Mexico Spain Italy Turkey India Thailand Japan Vietnam Malaysia Singapore Indonesia New car buyers Used car buyers ASM buyers* * After sales Market Brazil Argentina Australia

3 Process Start

4 Age of ASM automobile Aprox. 5 years is required for tires, services and parts Age of Auto Requiring Tires, Service, Parts (Avg. Years) (A) Tires Repairs/Services Parts/Accessories (A) (B) (C) indicate its group has a smaller value than the group where it appears, and the difference is statistically significant at the 95% confidence level; (A) Tires (B) Services (C) Parts Source: How old is the automobile for which you?base: ASM buyers: Tires (n= 335), Services (n= 333), Parts (n= 334)

5 Key decisions More tire buyers need to decide the retailer or the brand 86% 76% Need to decide brand and/or retailer +10 pp Brand in mind, but no idea about the retailer 16% 34% 36% 14% 12% 18% 46% 11% No idea of brand or retailer Retailer in mind, but no idea about brands An exact idea of the brand and retailer Source: Thinking back to when you first started shopping for tires, did you know the brand/manufacturer of tires you would purchase and/or the retailer you would purchase from? Tire buyers only n=335

6 Triggers for purchasing tires Less buyers purchase tires to replace worn out tires 60% 71% Replace worn out re(s) Top Triggers 60% 71% need to Replace Worn Out Tire(s) Part of rou ne maintenance Enhance vehicle s performance 23% 20% 18% 29% Proper re(s) current season 11% 14% Replace flat re 10% 15% Source: What prompted you to purchase your tires? BASE: Tires buyers 2013 (n= 333) and 2014 (n=335)

7 Process Decisions

8 Length of purchase process More uncertainty in the process of purchasing tires 5% 2% 2% 3% 4% 13% 4% 10% 2 week to less than 3 weeks 31% 18% 25% 1 week to less than 2 weeks 1 day to less than 1 week Purchase 33% (B) % 38% Average Time to Decide (Days) 3 weeks to less than 4 5% weeks Tires Repairs/Services 4 weeks or more Parts/Accessories Average Time to Decide (Days) Source: How much time passed from when you first started researching to the time you actually? BASE: ASM buyers: 2013 Tires (n= 333), Services (n= 333), Parts (n= 333) and 2014 Tires (n= 335), Services (n= 333), Parts (n= 334)

9 Process Sources

10 Online sources Significant increase of online sources in Tires & Parts purchases Top Online Sources Use Online Sources 2014 Search engines 29% 37% 44% % 61% 66% +15pp +0pp +12pp % 61% 78% Sources (Avg.) Consumer review sites Auto service center sites Tire/auto store sites Auto magazine/enthusiast sites 24% 18% 23% 23% 14% 19% 20% 9% 19% 17% 10% 13% Tire manufacturer sites 7% 11% 22% Tires Repairs/Services Parts/Accessories * Use search engines as a primary source. Source: Now think back to when you were actively shopping for your... Which of the following online sources, if any, did you use to look for information? BASE: ASM buyers: 2013 Tires (n= 333), Services (n= 333), Parts (n= 333) and 2014 Tires (n= 335), Services (n= 333), Parts (n= 334)

11 Online sources Better prices, time and positive past experience make purchase online popular Top Reasons to Purchase Online 38% 35% 32% 37% 37% 23% 36% 34% 31% 32% 32% 30% 29% 26% 22% 38% 31% 27% 27% 27% 20% 26% 19% 20% 16% 14% 12% 13% 11% 9% Tires Repairs/Services Parts/Accessories Be er prices Saves me Faster Be er selec on Possible to shop any me Speial deal or coupon online Posi ve past experience Avoid crowds and queues Recommended by a family member, friend or Not to talk to any salespeople Source: Thinking back to when you first started shopping for tires, which were the top reasons to purchase online? Base: Purchase online and used at least one online source Tires (n=67), Services (n=35) and Parts (n=100)

12 Process Mobile

13 Mobile access 7 in 10 access the Internet via smartphone Devices to Access Internet 96% 94% 96% 76% 71% 71% (A) 50% 41% 41% Tires Repairs/Services Parts/Accessories Desktop/Laptop Computer Smartphone Tablet Source: Thinking back to when you first started shopping for tires, did you know the brand/manufacturer of tires you would purchase and/or the retailer you would purchase from? BASE: Those who own a device Tires (n= 335), Services (n= 333), Parts (n= 334)

14 Smartphone Significant increase of the use of smartphone to Access internet Smartphone to Access Internet 59% 76% 63% 72% 70% 71% A B A Tires Services Parts B A B Tires Repairs/Services Parts/Accessories A:2013 B: 2014 Source: Thinking back to when you first started shopping for tires, did you know the brand/manufacturer of tires you would purchase and/or the retailer you would purchase from? BASE: Those who own a device Tires (n= 335), Services (n= 333), Parts (n= 334)

15 Use of devices and time spent More time is spent on smartphones and less in the computer Research Time per Device Tablet Smartphone Computer % 77% 78% 67% 70% 70% 14% 15% 15% 23% 21% 21% 9% 7% 6% 11% 8% 9% Tires Services Parts Tires Services Parts Tires Service s Parts Source: Approximately what percent of that time was spent on a (computer, smartphone, tablet) BASE: ASM buyers: Tires (n= 335), Services (n= 333), Parts (n= 334) Tires Services Parts

16 Use of devices to make decisions Use of smartphones & tables for key decisions Devices per Purchase Decision 68% 72% 69% 39% 49% 40% 41% 41% 37% 68% 67% 74% 63% 71% 60% 36% 43% 41% 87% 84% 79% 57% 64% 57% 50% 47% 44% 74% 69% 65% 59% 54% 56% 41% 61% 56% Computer Smartphone Tablet? Computer Smartphone Tablet? Computer Smartphone Tablet Computer Smartphone Tablet Type Tires Repairs/Services Parts/Accessories Place Features/ specs Price Source: Which of these activities did you do on these devices? BASE: Own device, do 1+ activity: Tires (n: computer= , smartphone= , tablet= 83-88) Services (n: computer= , smartphone= , tablet= 55-64) Parts (n: computer= , smartphone= , tablet= 63-73)

17 Top sources per device Search engines play an important role in the 3 devices Top 3 Online Sources Per Device (Among those who own device) 51% 42% 44% 27% 25% 24% 15% 30% 18% 31% 29% 38% 13% 14% 12% 10% 18% 10% 27% 31% 33% 14% 21% 25% 12% 12% 12% Search engines Consumer review sites Tire manufacturer sites Tires Repairs/Services Parts/Accessories Search engines Consumer review sites Tire manufacturer sites Search engines Consumer review sites Autombile manufacturer sites Source: Which online sources did you use on each of these devices? BASE: Use 1+ source, own device: Tires (n: computer= 245, smartphone= 199, tablet= 116)Services (n: computer= 186, smartphone= 154, tablet= 98)Parts (n: computer= 252, smartphone= 192 tablet= 116)

18 Research activities on devices 1 in 4 service buyers contact store service center on the smartphone Top 3 Shopping Activities per Device (Among those who own device) 36% 26% 32% 30% 29% 34% 26% 27% 27% 14% 16% 17% 22% 25% 16% 13% 20% 15% 25% 16% 13% 17% 13% 14% 24% 16% 8% Compared features/specs Look up pricing info Learn about features/specs Tires Repairs/Services Parts/Accessories Look up pricinf info Contact store service center Look up address, contact Compared features/specs Search based on specific infor or business hours of a features/spects store/service Source: Which of these activities did you do on these devices? Own device, do 1+ activity: Tires (n: computer= 290. smartphone= 232, tablet= 157),Services (n: computer= 258, smartphone= 200, tablet= 122)Parts (n: computer= 284, smartphone=214, tablet=127) Looked up pricing info

19 Where buyers do research Home, the most popular place for research Top 3 Locations per Device 76% 79% 79% 23% 26% 27% 16% 14% 14% 51% 49% 46% 27% 36% 34% 29% 32% 32% 58% 57% 55% 19% 23% 22% 21% 22% 16% At home At work Visi ng family members, friends,or colleagues at their homes At home In a restaurant, coffee shop, etc Wai ng in line, wa ng for an appointment At home Traveling Visi ng family members, friends,or colleagues at their homes Tires Repairs/Services Parts/Accessories (A) (B) (C) indicate its group has a smaller value than the group where it appears, and the difference is statistically significant at the 95% confidence level; (A) Tires (B) Services (C) Parts Source: When you were using these devices to look for information, were you? BASE: Use at 1+ location: Tires (n: computer= 254, smartphone= 199, tablet= 138)Services (n: computer= 186, smartphone= 154, tablet= 98) Parts (n: computer= 252 smartphone= 192 tablet= 117)

20 On the spot research 1 in 4 tire buyers do research at the purchase location Research on Showroom, Store, Garage 19% 25% 10% 18% 12% 27% Tires Repairs/Services Parts/Accessories 15% 17% 14% Source: When you were using these devices to look for information, were you? BASE: Use at 1+ location: Tires (n: computer=245, smartphone= 199 tablet= 138 Services (n: computer=186, smartphone= 154, tablet= 98) Parts (n: computer= 252, smartphone= 192 tablet= 116)

21 Process Search

22 Use of search engines More than half ASM buyers use online sources for research Tire Buyers Service Buyers Parts Buyers (B) (B) 66% (B) Use Online sources for Research 55% Use Online Sources for Research 72% (B) Use Online Sources For Research Tires Repairs/Services Parts/Accessories * Use search engines as a source or as a gateway to other online sources Source: Which of these activities did you do on these devices? BASE: ASM buyers: Tires (n= 335), Services (n= 333), Parts (n= 334)

23 Process Video

24 Use of video sites for auto research * YouTube is the most famous site for auto research Tires Repairs/Services Parts/Accessories Top Video Sites for Watching Auto Videos 68% 73% 73% YouTube 73% 73% 68% 19% 21% 33% 15% 5% 16% 13% 8% 9% 7% 7% 6% 7% 2% 2% *Google+ figures may be inflated due to association with general Google+ brand Source: Which of these activities did you do on these devices? BASE: Watched videos: Tires (n= 102), Services (n= 68), Parts (n= 72) Tire manufacturer sites Search engines Tire/auto store sites

25 Use of video sites for auto research YouTube is gaining popularity as a site for research 58% 61% 67% use YouTube 2013 *Google+ figures may be inflated due to association with general Google+ brand +10pp +12pp +6pp 68% 73% 73% use YouTube 2014 Use YouTube Source: Which of these activities did you do on these devices? BASE: Watched videos: 2013, Tires (n= 81), Services (n= 64), Parts (n= 80) and 2014 Tires (n= 102), Services (n= 68), Parts (n= 72)

26 Types of online auto videos 1 out of 2 service buyers watch educational videos Watch Educational videos Description of Auto Videos* Videos of individuals giving their review/opinion 37% 40% 46% 29% 54% 40% Videos highligh ng a par cular brand/manufacturer Videos comparing two or more res Educa onal videos Online versions of TV commercials marke ng videos 0% 0% 24% 20% 22% 29% 33% 27% 26% 32% 36% 40% 44% 54% * If data not shown, answer choice was not presented Video tour of a vehicle service center or re 14% Tires Repairs/Services Parts/Accessories Source: What types of online videos did you watch while shopping for? BASE: Watched videos: Tires (n= 102), Services (n= 68), Parts (n= 72)

27 Videos on social and/or video sites More than 3 in 5 use social/video sites as a platform to watch videos 60% 59% 62% Watch Videos on Social and/or Video Sites Tires Repairs/Services Parts/Accessories -3pp +7pp +7pp 57% 66% 69% Pages, Feeds or Channels Where Videos are Hosted Source: How did you find or hear about the videos you watched online? BASE: Watched videos: Tires (n= 102), Services (n= 68), Parts (n= 72) Think about the videos you watched on social and/or video sites. Were these videos posted...? BASE: Watched videos on social/video site: Tires (n= 49), Services (n= 38), Parts (n= 50) 57% Found videos o social/video sites 69% 66% Search on a search engine 41% 36% 29% 29% 25% 14% Friend share with me 24% 16% 11% 21% 36% Recommended by a dealer Inadvertently found auto videos while I was visi ng 28% Newspaper/magazine 19% 21% 16% 16% 16% 15% 14% 8% Saw then in TV ads for re/parts and wanted to Recieve via l

28 Influence of auto videos Almost 7 out of 10 give a positive feedback about online auto videos % 61% 65% -4pp +7pp +4pp Have a Positive Perception of Online Auto Videos 61% 68% 69% Convenient Wish there were more Good quality Easy to find 63% 69% 67% 63% 64% 61% 60% 64% 63% 56% 79% 81% Source: How much do you agree or disagree with each of these statements about the online videos you watched to learn about? BASE: Watched videos: Tires (n= 81), Services (n= 64), Parts (n= 80) (Top 2 box scores on 5-point Agree scale) Tires Repairs/Services Parts/Accessories

29 Influence of auto videos More than half say videos have a positive impact on decision Tires Repairs/Services Parts/Accessories Have a Positive Brand Impact of Online Auto Videos 67% 64% 62% 63% 56% 56% Say Online Auto Videos Have a Positive Impact on Decision 66% 66% 68% 60% 62% 59% 62% 62% 55% 55% 55% 54% 50% 47% 40% 56% 54% 65% Complement the Help stay in touch informa on with the brand/ service center I like Help to get answers to ques ons Easy to ifind Awareness of new brands More confident More fun to shop with the decision taken Source: How much do you agree or disagree with each of these statements about the online videos you watched to learn about? BASE: Watched videos: Tires (n= 170), Services (n= 126), Parts (n= 158) (Top 2 box scores on 5-point Agree scale)

30 Why not watch auto videos? Creditworthiness & Unawareness of auto videos Reasons for Not Watching Videos 34% 28% 26% Not Credible/Trustworthy Source: Which of these activities did you do on these devices?? BASE: Did not watch videos: Tires (n= 233), Services (n= 265), Parts (n= 262) 34% 28% 26% Not credible/trustworthy 40% 36% Unaware 15% 11% 11% 11% 10% 7% 8% Not relevant Too long 5% 4% 5% 5% 6% Too slow to load Difficult to find 15% Tires Repairs/Services Parts/Accessories

31 Purchase

32 Purchase channel Less buyers purchase in person and more use compute and/or smartphone Method for Purchasing /Scheduling (Tires, Service, Parts) In-person 58% 66% 78% 57% 56% 70% Computer Phone Smartphone Tablet 2% 3% 2% 1% 1% 1% 6% 8% 11% 12% 19% 32% Tires Repairs/Services Parts/Accessories Source: Which of these activities did you do on these devices? BASE: ASM buyers: Tires (n= 335), Services (n= 333), Parts (n= 334) 16% 7% 13% 10% 4% 3% 4% 1% 1% 1% 27% 31%

33 In-person purchase location Tires Repairs/Services Parts/Accessories Garage/service center is the most popular place of scheduling tires, services & parts 50% 53% 60% 60% 46% 40% 32% 25% Place of Purchase/Scheduling (Tires Service, Parts) 23% 28% 22% 25% 9% 9% 16% 16% 9% 12% 6% 5% 8% 8% 12% 11% Tyres Services Parts Tyres Services Parts Tyres Services Parts Tyres Services Parts Garage/service center Tire/auto service center Mass merchandiser/retailer Dealership Which one of the following best describes where you purchased? BASE: Purchased in-person: Tires (n= 233), Services (n= 191), Parts (n= 187)

34 Why not buy online? Buyers are willing to talk to a mechanic and see in person before purchasing it Top Reasons for Not Purchasing Online* 58% Shop Online but Purchase In-Person Tires Repairs/Services Parts/Accessories * If data not shown, answer choice was not presented Want to talk to a mechanic/ 38% 33% 35% Source: Why did you shop online but purchase in person? BASE: Purchased/booked in-person and used at least one online source: Tires (n= 163), Services (n= 101), Parts (n= 122) 24% Want to see in person before 27% 26% 14% 19% 14% 13% 9% 10% 11% 0% 0% 0% Want to make sure that the Need inmediately Not comfortable providing 0% Could not make a purchase online 22% Could not book a service 7% 0% 0% 0% 0% Service center could not confirm

35 Why buy online? Price, time and flexibility are the main reasons for purchasing online Top Reasons for Purchasing Online* Be er prices Saves me Faster 23% 38% 35% 32% 37% 37% 34% 31% 36% Shop anyy me 26% 32% 30% Be er selec on Tires Repairs/Services Parts/Accessories * If data not shown, answer choice was not presented 22% Source: Why did you shop online? BASE: Purchased online and used at least one online source Tires (n= 67), Services (n= 35), Parts (n= 100) 32% 29%

36 Thank you