global auto study 2013 -...
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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
Google Confidential and Proprietary 2 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 2
Market
Agenda
Intro
Process § Start § Decisions § Sources § Mobile § Search § Video § Social § Contact § Visits
Purchase
Post- Purchase
Google Confidential and Proprietary 3 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 3
Intro
Google Confidential and Proprietary 4 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 4
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
Google Confidential and Proprietary 5 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 5
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
Google Confidential and Proprietary 6 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 6
Market
Google Confidential and Proprietary 7 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 7
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
Google Confidential and Proprietary 8 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 8
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 %
New car buyers Used car buyers
€28,500 39% €10,200 *See notes section for additional information
˄
Difference statistically significant (95% CL) ˄
˄ ˄
Google Confidential and Proprietary 9 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 9
Start
Process
Google Confidential and Proprietary 10 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 10
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
New car buyers Used car buyers
Buyers Need to Different type of auto
26%
25% Difference statistically significant (95% CL) ˄
˄
˄
˄
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Google Confidential and Proprietary 11 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 11
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
New car buyers Used car buyers
Google Confidential and Proprietary 12 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 12
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%
Friends, family, colleagues
Classified ad/listing sites
Consumer review sites
Search engines
On-street
Television
New car buyers Used car buyers
Difference statistically significant (95% CL) ˄
˄
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Google Confidential and Proprietary 13 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 13
Decisions
Process
Google Confidential and Proprietary 14 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 14
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%
New car buyers Used car buyers
2.7 2.1
Average Time to Decide (Months)
Difference statistically significant (95% CL) ˄
˄
˄
˄
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Google Confidential and Proprietary 15 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 15
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
Difference statistically significant (95% CL) ˄
˄
˄
Days to Make Decisions (Avg.)
Google Confidential and Proprietary 16 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 16
Sources
Process
Google Confidential and Proprietary 17 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 17
25%
42%
37%
22%
45%
18%
43%
39%
38%
33%
25%
22%
Classified ad/lis4ng sites
Consumer review 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
Classified ad/listing sites
Consumer review sites
Search engines*
Auto sales sites
Automobile manufacturer sites
Third-party comparison/aggregator sites
New car buyers Used car buyers
91% Use Online
Sources
4.3 Sources (Avg.)
4.3 Sources (Avg.)
87% Use Online
Sources
Difference statistically significant (95% CL) ˄
˄ ˄
˄
˄
* Use search engines as a primary source.
Google Confidential and Proprietary 18 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 18
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
New car buyers Used car buyers
˄
Difference statistically significant (95% CL) ˄
˄ ˄
˄
˄
˄
Google Confidential and Proprietary 19 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 19
68%
34%
60%
0%
36%
19%
74%
39%
36%
33%
31%
12%
Friends, family, colleagues
Service advisor/technician/mechanic
Dealer/store salespersons
Private auto sellers*
I saw it on the street
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
Friends, family, colleagues
Service advisor/technician/mechanic
Dealer/store salespersons
Private auto sellers*
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
New car buyers Used car buyers
Difference statistically significant (95% CL) ˄
˄
˄
˄
Google Confidential and Proprietary 20 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 20
68%
25%
42%
34%
37%
60%
0%
22%
36%
36%
74%
43%
39%
39%
38%
36%
33%
33%
31%
28%
Friends, family, colleagues
Classified ad/lis4ng sites
Consumer review sites
Service advisor/technician/mechanic
Search engines
Dealer/store salespersons
Private auto sellers*
Auto sales sites
I saw it on the street
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
Friends, family, colleagues
Classified ad/listing sites
Consumer review sites
Service advisor/technician/mechanic
Search engines*
Dealer/store salespersons
Private auto sellers*
Auto sales sites
I saw it on the street
Television
* ‘Private auto sellers’ asked of used car buyers only
New car buyers Used car buyers
Difference statistically significant (95% CL) ˄
˄
˄
˄
˄
˄
* Use search engines as a primary source.
Google Confidential and Proprietary 21 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 21
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
Friends, family, colleagues
Classified ad/lis4ng sites
Service advisor/technician/mechanic
Search engines
Consumer review sites
Dealer/store salespersons
Private auto sellers*
Auto sales sites
Automobile manufacturer sites
I saw it on the street
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
New car buyers Used car buyers
Friends, family, colleagues
Classified ad/listing sites
Service advisor/technician/mechanic
Search engines*
Consumer review sites
Dealer/store salespersons
Private auto sellers*
Auto sales sites
Automobile manufacturer sites
On-street
Highest “importance” points of 100 total
* ‘Private auto sellers’ asked of used car buyers only Difference statistically significant (95% CL) ˄
˄
˄
˄
˄
˄
˄
˄
* Use search engines as a primary source.
Google Confidential and Proprietary 22 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 22
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%
New car buyers Used car buyers
*Buyers who purchased a new/used car in last 12 months
92%
92%
Difference statistically significant (95% CL) ˄
˄
Google Confidential and Proprietary 23 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 23
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
Difference statistically significant (95% CL) ˄
˄ ˄
˄˄ ˄
˄˄
˄
Google Confidential and Proprietary 24 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 24
Mobile
Process
Google Confidential and Proprietary 25 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 25
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
Difference statistically significant (95% CL) ˄
˄
Devices to Access Internet
Google Confidential and Proprietary 26 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 26
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
Difference statistically significant (95% CL) ˄
˄
˄
Research Time per Device Devices for Car Research (Among those who own device)
Google Confidential and Proprietary 27 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 27
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
Difference statistically significant (95% CL) ˄
˄
Google Confidential and Proprietary 28 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 28
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)
Classified ad/listing sites
Consumer review sites
Search engines
Search engines
Classified ad/listing sites
Consumer review sites
Classified ad/listing sites
Consumer review sites
Search engines
New Used Difference statistically significant (95% CL) ˄
˄
˄
˄
Google Confidential and Proprietary 29 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 29
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 - make/brand
Read reviews - type/model
Checked price while dealer/seller to see if
could get better price elsewhere
Read reviews - make/brand
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)
New Used Difference statistically significant (95% CL) ˄
˄
˄˄
Google Confidential and Proprietary 30 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 30
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
New Used Difference statistically significant (95% CL) ˄
˄
Google Confidential and Proprietary 31 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 31
“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)
New car buyers Used car buyers
23% Research on Smartphone
at Dealerships
21% 23%
Research on Tablet at Dealerships
12%
Difference statistically significant (95% CL) ˄
˄ ˄
Google Confidential and Proprietary 32 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 32
Search
Process
Google Confidential and Proprietary 33 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 33
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
87% Use the Internet for Auto Research
Difference statistically significant (95% CL) ˄
˄
Google Confidential and Proprietary 34 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 34
94%
18%
6%
8%
6%
3%
94%
15%
8%
7%
5%
3%
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%
New car buyers Used car buyers
Top Search Engine Brands
Google Confidential and Proprietary 35 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 35
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.”
Google Confidential and Proprietary 36 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 36
Video
Process
Google Confidential and Proprietary 37 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 37
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
91% Use the Internet for Auto Research
87% Use the Internet for Auto Research
Difference statistically significant (95% CL) ˄
˄
˄
Google Confidential and Proprietary 38 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 38
60%
21%
21%
10%
11%
12%
69%
19%
13%
12%
11%
10%
YouTube
Google+
Automobile manufacturer sites
Search engines
Daily Mo4on
Consumer review sites
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
Difference statistically significant (95% CL) ˄
˄
˄˄
Google Confidential and Proprietary 39 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 39
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%
New car buyers Used car buyers
48%
35%
35%
27%
17%
26%
18%
46%
42%
33%
32%
20%
15%
14%
Difference statistically significant (95% CL) ˄
˄
Google Confidential and Proprietary 40 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 40
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
Recommendation of dealer/seller
Link in newspaper/magazine article
How Buyers Find Auto Videos
Find Auto Videos with Search
Engines
39% 49%
New car buyers Used car buyers
39%
29%
34%
22%
21%
21%
20%
15%
16%
14%
49%
32%
31%
22%
20%
19%
19%
17%
16%
15%
Difference statistically significant (95% CL) ˄
˄
˄
Google Confidential and Proprietary 41 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 41
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%
New car buyers Used car buyers
68%
38%
37%
39%
55%
42%
40%
37%
Difference statistically significant (95% CL) ˄
˄
Google Confidential and Proprietary 42 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 42
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
New car buyers Used car buyers
94% 91%
85% 83%
77%
72%
62%
58%
69%
64%
57%
53%
67%
53%
49%
62%
47%
43%
Google Confidential and Proprietary 43 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 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
New car buyers Used car buyers
64%
Email marketing videos
Online versions of TV commercials
Video tours of a dealership
Video tours of a dealership
Individuals’ review/opinion
Individuals’ review/opinion
Individuals review/opinion
Educational videos
49% 58%
51% 50% 55%
42%
42%
Google Confidential and Proprietary 44 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 44
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%
New car buyers Used car buyers
Difference statistically significant (95% CL) ˄
˄
˄
Google Confidential and Proprietary 45 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 45
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
Google Confidential and Proprietary 46 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 46
Social
Process
Google Confidential and Proprietary 47 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 47
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
Difference statistically significant (95% CL) ˄
˄
˄
Google Confidential and Proprietary 48 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 48
33%
28%
20%
12%
5%
6%
27%
24%
21%
9%
4%
4%
YouTube
Google+
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+
Difference statistically significant (95% CL) ˄
˄˄
*
*
*Google+ figures likely inflated due to association with general Google brand
Google Confidential and Proprietary 49 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 49
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) ˄
˄
Google Confidential and Proprietary 50 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 50
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
New car buyers Used car buyers
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
Google Confidential and Proprietary 51 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 51
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
Google Confidential and Proprietary 52 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 52
Contact
Process
Google Confidential and Proprietary 53 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 53
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
New car buyers Used car buyers Difference statistically significant (95% CL) ˄
˄
Google Confidential and Proprietary 54 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 54
51%
56%
40%
28%
16%
58%
55%
48%
33%
23%
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
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
Google Confidential and Proprietary 55 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 55
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
New car buyers Used car buyers
41%
55%
33%
31%
29%
36%
39%
23%
36%
27%
1
2
3
4
5
Difference statistically significant (95% CL) ˄
˄
Google Confidential and Proprietary 56 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 56
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
* Additional quotes in note section of this slide. All comments are available in an Excel document associated with this study. New Used
Google Confidential and Proprietary 57 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 57
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)
Switch to New Manufacturer
Evaluate Other Manufacturer(s)
New Used
No Impact No Impact
Google Confidential and Proprietary 58 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 58
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
New car buyers Used car buyers Difference statistically significant (95% CL) ˄
˄
Google Confidential and Proprietary 59 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 59
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
First Dealer Contact
First Dealer Contact
Average Time to Decide (Months)
Difference statistically significant (95% CL) ˄
˄
˄
Google Confidential and Proprietary 60 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 60
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
New car buyers Used car buyers Difference statistically significant (95% CL) ˄
˄
˄
Google Confidential and Proprietary 61 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 61
77%
43%
30%
20%
14%
77%
40%
24%
18%
10%
Phone
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
Phone
Livechat
Social Media
Dealer/Seller
New car buyers Used car buyers
2.7
2.4
1.9
2.1
1.7
1.7
1.3
1.5
1.5
1.5
Difference statistically significant (95% CL) ˄
˄
Google Confidential and Proprietary 62 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 62
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
New car buyers Used car buyers
“Good” Dealer Response Outcomes
Webform
Phone
Livechat
Social Media
Difference statistically significant (95% CL) ˄
˄
Google Confidential and Proprietary 63 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 63
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
* Additional quotes in note section of this slide. All comments are available in an Excel document associated with this study. New Used
Google Confidential and Proprietary 64 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 64
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)
Switch to New Manufacturer
Evaluate Other Manufacturer(s)
New Used
No Impact No Impact 30%
50%
20%
29%
52%
20%
Google Confidential and Proprietary 65 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 65
Visits
Process
Google Confidential and Proprietary 66 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 66
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) ˄
˄ ˄
˄
Google Confidential and Proprietary 67 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 67
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
Average Time to Decide (Months)
First Dealer Visit
First Dealer Visit
˄
Difference statistically significant (95% CL) ˄
˄˄ ˄
˄
Google Confidential and Proprietary 68 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 68
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
New Used Difference statistically significant (95% CL) ˄
˄ ˄
Google Confidential and Proprietary 69 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 69
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)
Google Confidential and Proprietary 70 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 70
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
Difference statistically significant (95% CL) ˄
˄
˄ ˄
˄˄
˄
˄
˄
˄
Top 10 Authorized Dealerships (Visits)
Google Confidential and Proprietary 71 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 71
Purchase
Google Confidential and Proprietary 72 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 72
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%
Difference statistically significant (95% CL) ˄
˄ ˄
˄
Top 10 Brands (Purchased)
Google Confidential and Proprietary 73 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 73
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
New car buyers Used car buyers
Difference statistically significant (95% CL) ˄
˄
˄
˄
Google Confidential and Proprietary 74 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 74
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
New car buyers Used car buyers
Difference statistically significant (95% CL) ˄
˄
˄
˄
˄
˄
Google Confidential and Proprietary 75 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 75
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
Make/Brand was Always Top
Choice
Choose Make/Brand Initially
Considered
Discover Brand During Research
Difference statistically significant (95% CL) ˄
˄
˄
˄
Google Confidential and Proprietary 76 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 76
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)
Discover Brand During Research
Choose Make/Brand Initially
Considered
Make/Brand was Always Top
Choice Make/Brand was
Always Top Choice
Choose Make/Brand Initially
Considered
Discover Brand During Research
28%
31%
41%
Difference statistically significant (95% CL) ˄
˄
˄
˄
Dealer/Seller Choice
Google Confidential and Proprietary 77 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 77
Post- Purchase
Google Confidential and Proprietary 78 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 78
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%
Difference statistically significant (95% CL) ˄
˄
˄
˄
Google Confidential and Proprietary 79 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 79
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
Difference statistically significant (95% CL) ˄
˄
˄
˄
How Dealers/Sellers Contact Buyers Post-Purchase
Google Confidential and Proprietary 80 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 80
54%
60%
15%
10%
10%
59%
52%
12%
12%
12%
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
Phone calls
Text messages
Brochures/ flyers in mail
86% 94%
New car buyers Used car buyers
Want a Dealer or Manufacturer to Stay in Touch
Difference statistically significant (95% CL) ˄
˄
˄
Google Confidential and Proprietary 81 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 81
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) ˄
˄
Google Confidential and Proprietary 82 Google Confidential and Proprietary 2013 Netpop/Google Global Auto Shopper Study, Spain, New/Used Cars 82
Thank you