Autos Consumer Journey Yahoo Insights Team. November 2013

Transcription

1 Autos Consumer Journey Yahoo Insights Team November

2 Insights Overview What do automotive marketers need to know to engage and connect with consumers along the path to auto purchase to drive results? Key Study Learnings: The path to auto purchase is complex and varies for each consumer Online is the most helpful source at every stage of the purchase process Online and mobile ads strongly influence purchase and drive recall Yahoo is a leader in reaching Auto Intenders Methodology The 21 minute online quantitative survey was fielded June-July 2013 among more than 2,700 U.S. respondents ages (representative of the U.S. online population) 2

3 Auto Intenders Stages of Intention and Time from Purchase 3

4 Segmenting Auto Intenders Auto Intenders: plan to purchase/lease a vehicle in the next six months Stages of Intention by Mindset EARLY Broad Intenders MIDDLE Narrow Intenders LATE Pre-Purchase Intenders Considering a wide variety Have a limited group of specific of makes / models makes / models in mind Plan to purchase/lease a vehicle in the next year Generally know which vehicle they want, but are waiting for the right deal or saving money 4

5 Stages of Intention time from purchase One-half of those 1 month from purchase are still considering a wide range of options 6 Months from purchase Broad Narrow Pre-Purchase 54% 34% 13% 3 Months from purchase 49% 37% 14% 1 Months from purchase 49% 28% 23% 5

6 Vehicle Purchase Intent, Ownership, Perception, Research 6

7 Current Ownership / Consideration Relative to ownership, consideration of Honda and Nissan is higher than the Top 3 brands Currently Own Considering for next purchase Index Pre-Purchase Ford 19% 31% 74 Toyota 18% 30% 73 Chevrolet 17% 26% 96 Honda 13% 28% 57 Nissan 8% 17% 71 * Data for all brands is available upon request 7

8 Reliability, Safety & Design Honda, Toyota and Ford are perceived as most reliable and safe, while luxury brands are thought to be the most well designed RELIABLE SAFE WELL DESIGNED Honda Toyota Ford 55% 54% 49% Ford Toyota Honda 49% 48% 47% Mercedes-Benz Rolls-Royce BMW 57% 55% 54% Chevrolet Nissan Mercedes-Benz BMW Volkswagen Volvo 48% 47% 43% 42% 42% 42% Chevrolet Volvo Mercedes-Benz Lexus BMW Nissan 45% 44% 41% 41% 40% 40% Porsche Lexus Jaguar Cadillac Honda Audi 54% 53% 51% 50% 47% 47% Lexus 42% Audi 39% Toyota 46% * Data for all brands is available upon request 8

9 Top Research / Shopping Activities By Stages of Intention Broad Narrow Pre-Purchase Research prices: 41% Look at images/photos of vehicles: 32% Research different makes/models: 30% Look at ads online/in print publications: 30% Researching features: 27% Research prices: 40% Look at images/photos of vehicles: 35% Research different makes/models: 33% Look at ads online/in print publications: 29% Research about good deals available: 26% Research prices: 48% Look at images/photos of vehicles: 37% Research different makes/models: 36% Researching Features: 32% Look at ads online/in print publications: 30% Research prices: 44% Visit dealership(s): 32% Research about good deals available: 27% Look at images/photos of vehicles: 26% Look at ads online/in print publications: 25% 9

10 Vehicle Purchase Process Sources, Ads 10

11 Auto Purchase Process Online is the most helpful Source at every stage Hear about or discover Learn more Narrow down options Visit dealer/ test drive Make final decision Keep up to date Online (Net) 63% 76% 77% 63% 59% 50% Offline (Net) 63% 72% 71% 58% 56% 46% Mobile (Net) 31% 37% 35% 24% 19% 19% 11

12 Auto Purchase Process TV drives awareness and discovery Online Offline Mobile Hear about or discover Learn more Narrow down options Visit dealer/ test drive Make final decision Keep up to date Television ad 27% Programming on television 23% Search 22% Friends, family, colleagues offline 21% Online ad 21% Manufacturer website 21% Magazine ad 20% Magazine article / review 19% General news website 19% Newspaper ad 18% Newspaper article / review 18% Friends, family, colleagues online 18% Video ad 18% Dealer 17% Classified ads/listings website 17% 12

13 Auto Purchase Process Online Sources drive the first wave of research Online Offline Mobile Hear about or discover Learn more Narrow down options Visit dealer/ test drive Make final decision Keep up to date Manufacturer website 34% Search 30% Online ad 26% Third Party Auto website 26% Magazine article / review 25% Local or individual dealership website 25% Television ad 24% Dealer 24% Friends, family, colleagues online 24% Friends, family, colleagues offline 23% Newspaper article / review 23% General news website 23% Mechanic / service professional 22% Video ad 22% Online video website 22% 13

14 Auto Purchase Process Narrowing down options: Online sources and Family / Friends Online Offline Mobile Hear about or discover Learn more Narrow down options Visit dealer/ test drive Make final decision Keep up to date Search 30% Friends, family, colleagues offline 29% Manufacturer website 26% Third Party Auto website 26% Friends, family, colleagues online 24% Individual dealership website 24% Dealer 23% Mechanic / service professional 22% Classified ads/listings website 22% Television ad 21% Magazine article / review 21% Online ad 21% Newspaper article / review 20% Programming on television 19% Newspaper ad 19% 14

15 Auto Purchase Process Visit Dealership: Online sources and TV Online Offline Mobile Hear about or discover Learn more Narrow down options Visit dealer/ test drive Make final decision Keep up to date Individual dealership website 22% Television ad 19% Dealer 19% Manufacturer website 18% Online ad 17% Programming on television 15% Newspaper ad 15% Search 15% Classified ads/listings website 15% Third Party Autos website 15% Friends, family, colleagues offline 14% Newspaper article / review 14% Online video website 14% Magazine ad 13% Magazine article / review 13% 15

16 Auto Purchase Process Making final decision: Online, friends, mechanics Online Offline Mobile Hear about or discover Learn more Narrow down options Visit dealer/ test drive Make final decision Keep up to date Dealer 21% Individual dealership website 16% Manufacturer website 16% Friends, family, colleagues offline 15% Mechanic / service professional 15% Third Party Auto website 15% Classified ads/listings website 13% Search 13% Friends, family, colleagues online 12% Magazine article / review 11% Other off-lines sources 11% Mobile web or app using tablet 10% Newspaper ad 10% General news website 9% Online video website 9% 16

17 Auto Purchase Process Keeping up to date: little differentiation between sources Online Offline Mobile Hear about or discover Learn more Narrow down options Visit dealer/ test drive Make final decision Keep up to date Search 13% Manufacturer website 13% Individual dealership website 12% Television ad 11% Friends, family, colleagues offline 11% Newspaper ad 11% Dealer 11% Other off-lines sources 11% General news website 11% Online video website 11% Third Party Auto website 11% Magazine ad 10% Newspaper / review 10% Online ad 10% Other online sources 10% 17

18 Types of Automotive Ads Recalled TV and Online ads are most effective; Online and Mobile ads combined are as effective as TV Online + Mobile (net) 57% TV ads 56% Online ads 54% Magazine ads 32% Newspaper ads 34% Mobile ads 17% 18

19 Influence of Ads at Stage of Process Online + Mobile Ads combined is the #1 influencer at each stage of the process Broad Narrow Pre-Purchase Online/Mobile (Net) 43% 42% 34% TV ads 41% 22% 18% Online ads 31% 27% 20% Magazine ads 30% 26% 18% Newspaper ads 28% 24% 22% Mobile ads 22% 23% 18% 19

20 Third-Party Automotive Websites Yahoo! Autos Usage & Utility 20

21 Yahoo! Autos A leader with Auto Intenders A leader in content Where Intenders start their journey Yahoo! Autos ranks #1 with Auto Intenders 1 Among top Auto Websites, Yahoo! Autos is the #1 Site used for 3 : Among Auto Websites, Yahoo! Autos is the #1 place that Intenders Hear About or Discover in the purchase cycle 4 Websites Visited In Past 6 Months 2 KBB.com 58% AutoTrader.com 55% Cars.com 53% Yahoo! Autos 49% ebay Motors U.S. 44% Edmunds 43% CarsDirect.com 41% AutoGuide.com 38% MSN Autos 36% ehowcars 33% Internet Brands Automotive 32% AOLAutos 31% Read Auto Reviews (by professionals) Watch Auto Videos Read the latest vehicle news Contact Dealers Download Brochures Yahoo! Autos is one of the first sites visited when researching Autos purchases 5 1 comscore PlanMetrix, August Autoscr2. When, if ever, did you most recently visit each of the following automotive sites? 3 Auto17. What have you done when visiting each of the following site(s)? 4 Auto14. How, if at all, will each of the following websites help as you research and gather information about your next vehicle purchase or lease? 5 YA2. Which of the following best describes when you came to visit Y! Autos? 21

22 Key Takeaways Stages of Intention do not necessarily correlate to time from purchase Online sources are considered to be the most helpful throughout the purchase process TV and Online ads drive recall among Auto Intenders Online + Mobile ads combined are more influential than TV ads, Magazine ads, or Newspaper ads at every stage of intention TV ads are particularly effective at driving awareness, but Online sources are the most helpful sources when initially researching Auto purchases and narrowing down options Yahoo! Autos is a leader with Auto Intenders, Autos content, and the place where consumers start their journey 22

23 Let Yahoo Lift Your Brand Please contact your Yahoo account representative for additional insights that are tailored for Automotive advertisers or visit advertising.yahoo.com 23 2