mint coverage webchutney report "inside the mind of the wired car buyer"
Post on 11-Sep-2014
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mintwww.livemint.com14‘WEDNESDAY, SEPTEMBER 15, 2010, DELHI
Auto
Experience in Internet usage of car owners
Using Internet for past one year
Using Internet
for more than five
years
Using Internet for one-five years
5%
34%
61%
Likelihood of car purchase among online potential car buyers
Within six months
6-12months
12-18months
18-24months
25%
12%15%
20%
29%
After 24 monthsOnline channels used by car owners toshare experiences (post-purchase)
Social platforms
Consumer reviewwebsites
Source of information consulted for various vehicular attributesInternet Newspapers Consumer magazines Friends and relatives Dealers TV
49%
12%
13%
17%
9%
Vehicle specifications
2%
32%
7%11%
29%
19%
Resale value
30%
19%
8%14%
29%
Insurance premium
8%10%
33%
7%13%
29%
Driving appeal
30%
6%14%
31%
18%
1%
Running costs
30%
12%
16%
33%
7%2%
Performance of the vehicle
45%
19%
17%
10%7%3%
Safety features
12%
13%
26%
8%3%
38%
Fuel efficiency
2%
4%
17%
24%
12%
40%
Brand image of company
NEED FOR SPEED
72%Internet
1% Don’t know
Even as the global auto industry struggled in the wake of the economic slump, it bounced back in India, with passenger car sales rising a sharp 40% from December 2008 to December 2009, a trend that has continued since then. Alongside this, the
decisions of car buyers in India have been increasingly influenced by the Internet.As a report by digital marketing agency webchutney makes clear, Internet usage is no longer limited to the urban Indian any
more. The medium is fast overtaking traditional media such as television and newspapers, at least when it comes to consum-ers choosing their set of wheels, mainly because the Web offers a consumer-to-consumer model compared with the older the
marketeer-to-consumer template. Add to that the power of unlimited comparisons and user feedback.
Annual household income of online potential car buyers
More than R12 lakh 6%
R9.6-12 lakh 7%
R4.8-9.6 lakh 16%
R3-4.8 lakh 22%
R1.5-3 lakh 30%
R0.75-1.5 lakh 13%
Less than R0.75 lakh 5%
Vehicle ownership: online Indians versus rest of India
Two-wheeler owners
Car owners
51%
10%2%
31%
National-level ownershipInternet users
52%Magazines/Newspapers/BrochuresAuto NEWS
44% DealersDEALER
Preferred source of information for potential car buyers
Reliance of potential car owners: online versus offline
Company websites/ catalogues 81%
Online consumer review websites 65%
Social networking sites 61%
Salesmen at dealer outlets 44%
Family/friends/relatives 79%
Auto magazines and TV shows 77%
Graphic by: Uttam Sharma/Mint; Source: webchutney
Type of car experience shared online
8%38%
54%
Positive experience
Negative experience
Not shared an experience
Various online channels used to share car experiences
11%
26%27%
36%Social
platforms
Others
Consumer review websites
Companywebsite
Type of pre-purchase experience shared online by potential car buyers
Online channels used by potential car buyers to share experiences (pre-purchase)
Others
Company website
Consumer reviewwebsites
Type of post-purchase experience shared online by car buyers
Negativeexperience
Not shared an experience
Positiveexperience
26%Television
22%
78%
16%
84%
Intend to purchase
another car
(25-39 years) (Above 40 years)
Don’t intend to purchase another car
Car owners who use Internet
Negativeexperience
Not sharedan experience
33%6%
61% Positiveexperience
27%41%
24%9%
56%
7%
37%
26%
28%9%
38%
Others
Company website
Social platforms
53% Friends and family