x ad report pathtopurchase - automotive

xAd Mobile Travel Path-to-Purchase:Consumer Journey Analysis

Nielsen Smartphone Analytics Panel Measurement Period: April 2012Delivery: September 2012

Automotive

2

Copyright © 2012 The Nielsen Company. Confidential and proprietary. Source: Q2 2012 xAd Custom Report

Almost all Automotive mobile activity is through the web

Monthly Time per Person (hh:mm:ss) – AutomotiveUS, Android and iPhone, April 2012

15%15%

1%

Total Apps* Web

Unique Audience and Reach – AutomotiveUS, Android and iPhone, April 2012

13.5M

854K

13.1M

Combined Automotive App/Web* Time per Person00:08:38

Web92%

00:07:59

Apps*8%

00:00:39

*Caution: Low sample size. View app data directionally

3


1.2% 1.2%

1.0%0.9% 0.9%

0.8% 0.8% 0.8%0.7% 0.7%

0.6%0.5% 0.5% 0.5%

0.4% 0.4% 0.4%0.3% 0.3% 0.3%

Edmun

ds.co

m

Kelley

Blu

e Book

AutoG

uide

.com

Net

work

SIM A

utom

otive

Web

sites

Inte

rnet

Bra

nds A

uto

Networ

k

AutoZ

one

AutoT

rade

r.com

Toyota

Cars.c

om Ford

Yahoo

! Aut

os Web

sites

AAA

Dmv.

org

Advan

ceau

topa

rts.co

m

Auto

Parts

War

ehou

se

HONDA

Car a

nd D

river

O'R

eilly

Auto

Parts

Chevr

oletJe

ep

Informational sites like Edmunds, KBB, and AutoGuide are the only properties that exceed 1% reach

Combined Web-App Reach % by Entity – AutomotiveUS, Android and iPhone, April 2012

4


0.3%

0.2% 0.2% 0.2% 0.2%

Edmunds Kelley Blue Book Cars.com Toyota Entune AAA Discounts

Mobile automotive apps have very low penetration

Mobile App* Reach % by Entity – AutomotiveUS, Android and iPhone, April 2012


5


1.0% 1.0% 1.0%0.9% 0.9%

0.8% 0.8%

0.7%0.6% 0.6%

0.5% 0.5% 0.5%

0.4% 0.4% 0.4% 0.4%0.3% 0.3% 0.3%

Kelley

Blu

e Book

AutoG

uide

.com

Net

work

Edmun

ds.co

m

SIM A

utom

otive

Web

sites

Inte

rnet

Bra

nds A

uto

Networ

k

AutoZ

one

AutoT

rade

r.com For

d

Yahoo

! Aut

os Web

sites

TOYOTA

Cars.c

om

Dmv.

org

Advan

ceau

topa

rts.co

mAAA

Auto

Parts

War

ehou

se

HONDA

Car a

nd D

river

O'R

eilly

Auto

Parts

Chevr

oletJe

ep

Ford has the highest reach among auto manufacturers

Mobile Web Reach % by Entity – AutomotiveUS, Android and iPhone, April 2012

6


8.3%

4.0%

3.0%

Automotive Info Auto Manufacturers Auto Parts

Information properties have the highest reach in auto

Combined Web-App Reach % by Sub-Category – AutomotiveUS, Android and iPhone, April 2012

Kelley Blue BookAutoguide.com

EdmundsSIM AutomotiveAutoTrader.com

Yahoo! Auto

FordToyotaHonda

ChevroletInfinitiJeep

AutoZoneAdvanceautoparts.comAuto Parts Warehouse

O’Reilly Auto PartsTirerack.com

Pep Boys

7


0.6%0.2%

7.9%

3.9%

3.0%

Automotive Info Auto Manufacturers Auto Parts

App Web

All automotive sub-categories skew towards web usage

App* and Web Reach % by Sub-Category – AutomotiveUS, Android and iPhone, April 2012

n/a


8


64%

65%

61%

68%

36%

35%

39%

32%

Automotive Total

Automotive Info

AutoManufacturers

Auto Parts

Male Female

Gender Composition by Sub-CategoryUS, Android, and iPhone, April 2012

Auto Parts skew older and more male than the other automotive sub-categories

Age Composition by Sub-CategoryUS, Android and iPhone, April 2012

16%

18%

12%

12%

31%

32%

34%

29%

24%

24%

25%

31%

14%

12%

9%

15%

15%

14%

19%

13%

Automotive Total

Automotive Info

AutoManufacturers

Auto Parts

18-24 25-34 35-44 45-54 55+

9


14%

16%

12%

15%

20%

21%

16%

20%

35%

31%

39%

38%

22%

24%

21%

16%

10%

8%

12%

10%

Automotive Total

Automotive Info

AutoManufacturers

Auto Parts

<$25K $25-50K $50-100K $100-150K $150K+

Income Composition by Sub-CategoryUS, Android, and iPhone, April 2012

Auto Manufacturers visitors have the highest income

Race Composition by Sub-CategoryUS, Android and iPhone, April 2012

68%

69%

69%

69%

13%

13%

14%

15%

7%

4%

8%

6%

4%

6%

3%

5%

7%

7%

6%

6%

Automotive Total

Automotive Info

AutoManufacturers

Auto Parts

White / Caucasian Black / African-AmerAsian / Pac Islander Mixed RaceOther

10


7%

9%

4%

5%

11%

10%

12%

10%

31%

33%

28%

39%

11%

13%

10%

11%

27%

24%

31%

25%

12%

12%

15%

9%

Automotive Total

Automotive Info

AutoManufacturers

Auto Parts

<High School High School or EquivSome College No Degree Associate DegreeBachelor's Degree Postgraduate Degree

Education Composition by Sub-CategoryUS, Android, and iPhone, April 2012

46% of Auto Manufacturer users have at least a bachelor’s degree; 14% of Auto Parts users are self employed

Employment Composition by Sub-CategoryUS, Android and iPhone, April 2012

54%

54%

61%

55%

10%

11%

8%

8%

10%

8%

5%

14%

4%

4%

5%

3%

9%

9%

7%

7%

5%

4%

5%

7%

7%

8%

9%

5%

Automotive Total

Automotive Info

AutoManufacturers

Auto Parts

Full Time Part Time Self EmployedHomemaker Student RetiredOther

11


Case Study #1: Auto Researcher

• Male, 39, White, $75-99K annual income, Employed full time, Bachelor’s degree, married, iPhone

• Heavy user of mobile retail sites, likes to conduct research on products he’s shopping for

• Uses Google search as his portal to find information

Total Time Distribution in Auto Research Session

Google Search

Wikipedia (Auto)

Automotive Info

Auto Manufacturers

Friday Afternoon

48%

32%

8%

12


Case Study #1: Auto Researcher

Minute 1 Minute 3Minute 1 Minute 2

Friday Afternoon

Minute 9 Minute 11Minute 14

4 mins on Edmunds

Minute 15

15 mins inactivity

3 mins on Land Rover Discovery

page

11 mins on:Search Results

Vehicle OverviewFeatures

SafetyPrice

7 mins on:Vehicle Info

RetailersVideo

13


Automotive reach among higher income males 25-54 exceeds 20%

11%

15%

21%

Automotive (total) M 25-54 $75K+ F 25-54 $75K+

Unique Audience and Reach – AutomotiveUS, Android and iPhone, April 2012

13.5M

3.3M

1.3M

64%

50%

66%

36%

50%

34%

Automotive (total)

Edmunds

Carmax

Male Female

16%

19%

1%

31%

22%

35%

24%

38%

32%

14%

13%

16%

15%

8%

16%

Automotive (total)

Edmunds

Carmax

18-24 25-34 35-44 45-54 55+

Gender CompositionUS, Android, and iPhone, April 2012

Age CompositionUS, Android and iPhone, April 2012

14


Case Study #2: Deal Hunter

• Man, 31, Asian / Pacific Islander, $35-50K annual income, Employed full time, Some college but no degree, married, HTC EVO 4G

• Enjoys playing mobile and console games

• Reads a lot of local news content on his phone

Total Time Distribution in Deal Hunter Session

Google Search

Auto Information

Auto Manufacturers

Monday Evening

15


Monday Evening

Minute 1

Later That Evening…

Minute 1

Minute 2

Case Study #2: Deal Hunter

4 minutes reading:Top 10 Cheapest New

Cars You Can Buy

Minute 2

4 mins on m.chevrolet.com

Minute 6 Minute 9 Minute 12

3 mins on m.buick.com

Current OffersOffer Results

3 mins on m.gmc.com

Current OffersOffer Results

Back to m.chevrolet.com

for 6 minutes until the end of

the session

16


Opportunity exists to target the <$75K income group

7.8%8.8%

3.5%4.6%

3.4%2.5%

15.7%15.2%

AutomotiveTotal <$75K

AutomotiveTotal >$75K

AutoInformation

<$75K

AutoInformation

>$75K

AutoManufacturers

<$75K

AutoManufacturers

>$75K

Auto Parts<$75K

Auto Parts>$75K

Unique Audience and Reach by Income – AutomotiveUS, Android and iPhone, April 2012

1.6M

6.4M7.0M

1.9M

3.6M3.6M

1.6M1.0M

17


Case Study #3: Circumstantial User

• Woman, 27, White, $75-99K annual income, Self-employed, Some college but no degree, married, HTC Glacier

• Google is her preferred search portal

• An avid reader and user of the Kindle app

• Frequently texts using the Handcent SMS app

Total Time Distribution in Automotive Session

Google Search

Automotive Info

Auto Parts

Messaging

Thursday Afternoon

73%

12%

18


Case Study #3: Circumstantial User

Minute 1Minute 2 Minute 6

Minute 10 Minute 11

Minute 7Minute 8

ISSUE: This user is experiencing an oil leak in her Ford F-350. She uses her phone to diagnose the problem and locate the part necessary to fix it.

Searches threads on

ford-truck.com user forums

Directed to the auto section of

Fixya.com, Ford F-350 oil pan

Directed to F-350 oil pan removal

page

Checks oil dipstick leak page on

thedieselstop.com

2 mins on AutoZone.com:Parts

Store Locator

19


More males than females visit auto parts sites but the time spent by both is nearly identical

Monthly Time per Person (hh:mm:ss) – Auto PartsUS, Android and iPhone, April 2012

1.7%

4.2%

3.0%

Auto Parts (total) Male Female

Unique Audience and Reach – Auto PartsUS, Android and iPhone, April 2012

0:06:060:06:100:06:09

Auto Parts (total) Male Female

698K

1.9M

2.6M

20


Case Study #4: Gear Head

• Man, 33, Black / African-American, $100-125K income, employed full time, bachelor’s degree, married, iPhone

• Uses his mobile phone for a variety of shopping activities, not just auto part related

• Frequently checks “daily deal” apps like LivingSocial and Groupon

Total Time Distribution in Gear Head Session

Google Search Auto Parts

Auto Information Social Networking

Monday Morning

66%

21%

21


Case Study #4: Gear Head

Minute 1Minute 2 Minute 20

Minute 25

Minute 27

Minute 21

Vehicle bolt pattern reference

page for Acura

Visits Lugs-N-Stuff eBay store

18 mins to purchase:Brake Rotors

Brakes – searches modelsOrder Item Display

FamilyCar.com:Acura car part search

Searches Acura accessories and tires

Minute 27

Thmotorsports.comWheel studs

Minute 29

10 minutes browsing Rockauto.com catalogue

Minute 30Minute 40

10 minutes browsing

Cars.com app

Acura Car Owner

22


African Americans have slightly higher reach and spend more time on average on Auto Parts sites and apps

Monthly Time per Person (hh:mm:ss) – Auto PartsUS, Android and iPhone, April 2012

3.2%3.5%

3.0%3.0%

Auto Parts(total)

White Black / AfricanAmerican

Asian

Unique Audience and Reach – Auto PartsUS, Android and iPhone, April 2012

0:07:38

0:04:15

0:05:560:06:09

Auto Parts(total)

White Black / AfricanAmerican

Asian

325K1.8M2.6M

200K

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