Global Auto Shopper Study

Global Auto
Shopper Study
Spain
June 2014
Agenda
Brand Power
Brand Selection
Dealer Support
Driving the Decision
Cross-Shopping
Buyer Outreach
Search Central
Market Insights
Dealer Visits
Video Impact
Buying Online
Post-Purchase
New auto buyer markets
Denmark
United Kingdom
Spain
Portugal
France
Germany
Italy
Russia
China
United States
Mexico
Japan
Korea
India
Brazil
Thailand
Saudi Arabia
Argentina
United Arab Emirates
Sample groups/sizes per country
Country
New
1
Argentina
700
2
Brazil
3
Used
Country
New
11
Mexico
701
702
12
Portugal
325
China
700
13
Russia
702
4
Denmark
700
14
Saudi Arabia
XXX
5
France
701
504
1001
15
Spain
700
6
Germany
700
502
1005
16
Thailand
700
7
India
702
17
United Arab Emirates
XXX
8
Italy
700
18
United Kingdom
702
9
Japan
700
19
United States
702
10
Korea
700
501
ASM*
1000
Used
ASM*
501
1002
501
1001
*After-sales market
Method
Overview
• Study conducted annually with Google since 2009
• Online survey method used consistently in all countries
• Global Field dates: Spring/Summer 2014 (individual countries vary)
Recruiting
• General population Internet research panels using best practices
• Double opt-in, recruited from broad base of online, CATI and postal sources
• Comply with CASRO best practices guidelines; ongoing relationship with panelists
Sampling/selection
• Access to survey managed using stratified random sampling based on joint distribution of age/gender categories throughout the duration of data collection
• Suspect respondents are removed (based on data integrity, straight-lining and speedsters)
Screening criteria
• Purchased a new automobile within the last 12 months; exit survey of those who plan to purchase next 6 months
• Decision-makers/influencers
• Eligibility masked by time of purchase and type of automobile
Weighting
• Minor weights applied to correct for skews in age, gender, Internet usage per country
• Weighting is based on each market’s Internet population (Source: Connected Consumers 2014 - TNS Infratest (CATI/In-person) which exhibits similar compositions to other 3rd party
(e.g. Pew) data sources.)
Executive Summary
Executive Summary
Digital buyers drive the purchase decision
Mobile Devices
Decision-making
happens everywhere
Mobile devices empower buyers to explore more, learn more, and decide with confidence.
Smartphones are on-hand, even at the dealer.
Cross-Shopping
Cross-shopping is the norm
Armed with information, buyers are engaged and discerning. Buyers are open to options—
many with initial favorites change their minds and some even buy brands they discover
during research.
Search Central
Search is indispensable
Search engines are where many buyers go first and are used more than any other source to
decide. Buyers say search engines help them discover new brands and stay in touch with
the brands they love.
Video Impact
Video makes research easy,
informative and social
Auto videos help buyers connect with brands, features, dealers—and other buyers. Like
search engines, they help buyers get answers and stay in touch with the brands they love.
Role of Dealer
The role of the dealer
is changing
Informed buyers visit dealerships already knowing the models and features they want. To
help close the sale, dealers need to have models in stock and knowledgeable sales staff.
Brands win by meeting buyers on their terms – throughout the purchase journey
Buyer Power
Driving the Decision
Key decisions
Nearly 9 in 10 need to decide make or model
2014
2013
Source: When you first started shopping for your automobile, did you have …?
Base: All auto buyers 2013 (n=393), n=700,(2014)
Key decisions
Trending
More buyers are open to influence
Need to Decide Brand and/or Model
77%
+11p
88%
p
2009
Source: When you first started shopping for your automobile, did you have …?
Base: All auto buyers 2009 (n=453), 2014 (n=700)
2014
Going online to decide
Buyers are using multiple devices to decide
Computer/Laptop
2013 95%
2014 93%
Smartphone
- 2 pp
2013 57%
Tablet
+ 24 pp
2014 81%
Source: Did you use this device for auto research?
Base: n= Computer 453, Smartphone 278, Tablet 173 (2013), Use device n= Computer 655, Smartphone 656, Tablet 451(2014)
2013 39%
2014 54%
+15 pp
Mobile time
One-third of research time is spent on mobile devices
Increase in Smartphone
2013
Source: Approximately what percent of that time was spent on each device?
Base: All assigned new buyers n=503 (2013), n=700 (2014)
2014
+8
points
Mobile activities
Mobile devices are better for sharing opinions – desktops for comparing features
Top Activities per Device
1
Learn about
brands/models
1
Read reviews of
brands/models
1
Read reviews of
brands/models
2
Compare features
2
Learn about brands/models
2
Learn about brands/models
3
Read reviews of brands/models
3
Look up address, contact info or
business hours of a dealer
3
Look up pricing info
Source: Which of these activities did you do on each device?
Base: Use device for auto research n= Computer 579, Smartphone 503, Tablet 334
Mobile activities
Trending
Buyers are using mobile devices for more auto research activities
Smartphone
Tablet
24%
Learning about brands/models
13%
20%
Looking up pricing info
14%
21%
Looking up the address, contact information,
or hours of a dealership
14%
17%
Looking for rebates/offers
4%
Source: Did you use this device for auto research?
Base: Use device, Smartphone 2013 (n=269) 2014 (n=503), Tablet 2013 (n=190) 2014 (n=334)
17%
Looking for rebates/offers
2%
2014
2013
On-the-spot research
2 in 3 smartphone owners research at dealerships on phones
Auto Research at Dealerships
Read reviews of brands/models
Learn about brands/models
Search for dealers
15%
15%
11%
10%
Look for rebates/offers
9%
Look up pricing info
9%
Source: Which of these activities did you do on your smartphone while visiting a dealership?
Base: Did at least one activity on smartphone n=432
67%
do research
at dealerships
on smartphones
+44pp
23%
Online source use
Trending
Buyers are increasingly turning to online sources
Use Online Sources to Shop for Automobiles
71%
2011
+20pp
91%
2014
Source: Now, think back to when you were actively shopping for your automobile. Which of the following types of sources, if any, did you use to gather
information on automobiles? Base: All auto buyers 2011 (n=850), 2014 (n=700)
Quick + confident
Internet-savvy and younger buyers purchase faster
2014
Age
Online Use
2.7
Months
Avg.
2013
+0.3pp
3.0
2.9
2.9
Heavy
Med
3.3
3.3
3.1
30-44
45+
2.6
Months
Avg.
2014
Source: How much time passed from when you first started researching which automobile to buy to the time you bought it?
Base: All auto buyers n=700, Heavy online user n=238, Med n=255, Light n=207, 18-29 n=234, 30-44 n=298, 45+ n=167
Light
18-29
Search Central
Search brands
Google is the search engine of choice
Percent Using Brand for Auto Research
98% 98% 98%
All
Open to influence
17% 18%17%
9% 10%9%
Source: Which search engines did you use?
Base: Used search engines n= All 484, open to influence 445, switchers 317
4% 4% 5%
4% 4% 4%
3% 3% 4%
Switchers
Use of Google
Trending
Already the favorite, Google continues to gain users
Use at Any Point During Auto Research
2014
2013
94%
Source: Which search engines did you use?
Base: All auto buyers 2013 (n=393), 2014 (n=484)
+4pp
98%
Awareness
Search engines make buyers aware
Where Buyers See/Hear Brands
Friends, family, colleagues
61%
Television
60%
Search engines
54%
Classified ad/listing sites
39%
Video sites
36%
Source: Where, if anywhere, have you heard or seen information about automobiles in the last month?
Base: Plan to purchase in the next 6 months n=570
Decision
7 in 10 use search engines to decide
since 2013
Where Buyers Go to Decide
+32pp
Search engines
69%
69%
Dealer salespeople
59%
+32pp
-1pp
-1pp
Automobile brand sites
52%
+7pp
Dealership visits
48%
Friends, family, colleagues
47%
Source: Which sources did you use, and how did you typically access the online sources you used?
Base: All auto buyers n=700
-21pp
Benefits of search
Search helps buyers stay informed and in touch
Key Benefits of Search Engines*
74%
Help me get answers to
questions I had about
automobiles
73%
Provide a variety of helpful
information - maps, reviews,
dealer info, etc.
* Top 2 box on 5-point Agree scale
Source: How much do you agree or disagree with each of these statements about search engines?
Base: Used search engines n=484
73%
Help me stay in touch with the
the auto brands I like
Video Impact
Auto videos
Trending
Many more are watching auto videos
Watch Auto Videos for Auto Research
46%
+23pp
65%
watch auto videos
watch auto videos
2009
Source: Did you watch any auto videos online?
Base: All auto buyers 2009 (n=503), 2014 (n=700)
2014
Video watching
2 in 3 watch auto videos
Video Watching by Sub-Group
65%
watch auto videos
81%
2014
Luxury auto buyers
+5 pp
71%
60%
68%
Need to decide make/model
watch auto videos
2013
Source: Did you watch any auto videos online?
Base: Use YouTube n=278 (2013), All auto buyers n= All 700, Luxury 123, 18-29-year-olds 234, Open to influence 618 (2014)
YouTube action
2014
Buyers go to YouTube for auto videos
+11
points
71%
use YouTube
What Buyers Do on YouTube
2013
60%
60%
YouTube
Search for Brands/Models
69%
Evaluate Ads
40%
Read/Post Reviews
39%
use YouTube
Source: On which of the following websites did you watch auto videos? Base: Watched videos n=458
Source: What kinds of activities did you do on YouTube? Base: Use YouTube n=278 (2013), n=323 (2014)
YouTube growth
Trending
More buyers turn to YouTube for auto videos
Use YouTube for Auto Research
37%
+34pp
use YouTube
2011
Source: On which of the following websites did you watch auto videos? Base: Watched videos 2011 (n=435), 2014 (n=458)
71%
use YouTube
2014
Beyond auto
Auto buyers watch other types of videos too
13%
14%
23%
Comedy
Music & musicians
Consumer electronics
4.6
Art & entertainment
15%
Technology
27%
Movies & TV
18%
other types of
videos watched (avg.)
16%
17%
17%
News
Animation
21%
Gaming
Source: What other kinds of online videos did you watch over the time you were shopping for an automobile?
Base: All auto buyers n=700
Sports & fitness
Brand showcase
Importance of educational videos
Types of Auto Videos Watched
2013
Source: What types of online auto videos did you watch?
Base: Watched videos n=278 (2013), n=458 (2014)
2014
Value of video
Buyers say videos making shopping informative, fun, and convenient
Top Benefits of Auto Videos*
Help me get
answers to questions I
had about automobiles
2013 62%
2014 71%
Make it easy to
find information about
automobiles
Make it more fun
to shop for automobiles
+ 9pp 2013 62%
2014 67%
+ 5pp
* Top 2 box on 5-point Agree scale
Source: How much do you agree or disagree with each of these statements about the online videos you watched?
Base: Watch videos n=278 (2013), n=458 (2014)
2013 67%
2014 66%
-1pp
Brand Selection
Cross-Shopping
Consideration set
Trending
Buyers consider 4.8 brands on average
Top Brands Considered
2013
32%
4.8
30%
Avg. Brands Considered
+1.2
since 2011
27%
31%
25%
Source: Which of these brands did you consider?
Base: All auto buyers 2013 (n=850), 2014 (n=700)
2014
+1pp
33%
+0pp
30%
+2pp
29%
-2pp
29%
+3pp
28%
Heavy online users
Internet-savvy users consider 4.9 brands on average
Top Brands Considered
4.9
Avg. Brands Considered
32%
32%
30%
29%
29%
Source: Which of these brands did you consider?
Base: Heavy online users n=238
Switchers
Switchers consider 5.0 brands on average
Top Brands Considered
5.0
Avg. Brands Considered
Ford
Citroen
Peugeot
33%
31%
30%
29%
Volkswagen
Renault
Source: Which of these brands did you consider?
Base: 1st time buyers n=447
28%
Final choice
Over 1 in 3 change their mind during research
60%
38%
Have a favorite brand
at start
Purchase a brand
not favorite at start
45%
44%
42%
of switchers
of video use
of mobile
auto shoppers
Source: Did you have a favorite brand in mind to buy when you started? Base: Had brand in mind at start n= 573 / Did you purchase a brand that was not your initial favorite? Base: Had
favorite brand at start n= All 346, switchers 204, video use 232, mobile auto shoppers 273
Brand discovery
Many purchase a brand they discover
32%
+21pp
since 2013
Purchase a
brand they discover during
research
42%
of first time
buyers
Source: Was the brand you ultimately purchased one that you knew of or discovered during research?
Base: All new buyers n=503 (2013), Had brand in mind at start n= All 573, first time buyer 32, open to influence 491, search user 395 (2014)
37%
36%
of those needing to
decide brand/model
of search users
What buyers care about
Buyers look for quality, style, and an auto that fits their needs
Top Reasons for Choosing
Fit my needs
High-quality
Exterior style
36%
34%
31%
Fuel efficiency
30%
Fits my budget
29%
Source: Select up to 6 reasons you purchased this automobile
Base: All auto buyers n=700
Luxury
•
•
•
High-quality
Love/admire brand
Powerful engine
Volume
•
•
•
Fits my budget
Fits my needs
Fuel-efficient
Market Insights
Brand equity
Audi, Toyota, and Dacia have highest purchase-to-consider ratios
Consider vs. Purchase Brand
Ratio
27%
33%
22%
24%
19%
25%
26%
32%
21%
30%
29%
29%
28%
28%
27%
26%
Consider
9%
Purchase
7%
7%
6%
7%
7%
9%
Source: Which of these automobile brands did you consider, and which did you purchase?
Base: All auto buyers n=700
5%
25%
32%
16%
22%
20%
20%
6%
6%
3%
17%
17%
18%
17%
16%
16%
3%
3%
3%
13%
15%
32%
24%
13%
13%
12%
11%
2%
2%
4%
3%
Brand equity
Audi, Toyota, and Dacia have highest purchase-to-consider ratios
Consider vs. Purchase Brand
2013
2014
Brand migration
Volkswagen is attracting more buyers from Ford than it is losing
Migration To/From Top Brands
Ford
6%
0%
2%
2%
1%
Volkswagen
Source: Which brand did you purchase previously, and which brand did you purchase recently?
Base: Auto buyers n= Ford 63, Audi 61, Volkswagen 52
4%
Audi
Brand health
Volkswagen and Audi show a net-gain of buyers, while Ford shows a net-loss
Net gain/loss
-10
+8
+18
7%
First-time buyers
8%
50%
1%
58%
65%
51%
54%
Audi
Volkswagen
Switchers (new to brand)
Defectors
68%
Ford
Source: Which brand did you purchase previously, and which did you purchase recently?
Base: Inflow n= Ford 63, Audi 61, Volkswagen 52 / Outflow n= Ford 83, Audi 51, Volkswagen 31
Dealer Support
Buyer Outreach
Why contact
Buyers typically have questions about price and want to avoid unnecessary visits
Reasons for Contacting Dealers
Had questions about
price/financing
2013 39%
To avoid unnecessary
visits to dealerships
2013 30%
To get hours/directions (plan
a visit)
2013 36%
Had questions about
models/features
2013 34%
2014 36% 2014 35% 2014 35% 2014 30%
Source: Why did you try to contact a dealer?
Base: Contacted dealer n= 443 (2013), n=578 (2014)
Contacting dealers
2 in 3 buyers attempt to contact dealers online
Try to Contact Dealers Online
68%
Email
Webform
Social media
Livechat/
Video chat
2013 14%
2013 43%
2013 30%
2013 20%
2014 50%
2014 33%
2014 17% 2014 9%
Source: How many times did you try to contact a dealer through each method?
Base: Contacted a dealer n=443 (2013), n=578 (2014),
Online contact trend
Trending
More buyers are contacting dealers online
Try to Contact Dealers Online
58%
2013
Source: How many times did you try to contact a dealer through each method?
Base: Contacted a dealer 2013 (n=444), 2014 (n=578)
+10pp
68%
2014
Poor response
Many receive unsatisfactory responses
Percent Who Receive Slow/Incomplete Response
36%
75%
Social media
Livechat/Video chat
58%
66%
73%
Webform
Email
Source: Through which method did you receive a slow/incomplete response?
Base: Contacted dealer via channel n= Social media 101, Webform 190, Live chat/video chat 54, Email 292, Phone 445
Phone
What went wrong
Buyers complain of generic and slow responses
Problems with Responses
Received a generic/canned response
29%
29%
Had to wait a long time to get a response
26%
Responses were vague and unclear
25%
Did not answer all my questions
Did not respond to my email or phone call promptly
Source: What made the response slow/incomplete?
Base: Received at least one slow/incomplete response n=338
22%
20%
Impact of poor responses
Some switch dealers due to poor responses – some even switch brands
2014
2013
29%
Source: What impact did a slow/incomplete response have on your choice of dealer? Base: Received at least one slow and/or incomplete response n=338
Source: Did you switch to a new brand? Base: Receive at least one slow and/or incomplete response n=226 (2013), Switched to a new dealer n=93 (2014)
Switch dealer trend
Trending
More are switching dealers due to poor responses
Switch Dealers Due to Poor Response
+8pp
20%
2013
Source: When you received a slow and/or incomplete response, what impact did it have on your choice of dealer?
Base: Received at least one slow and/or incomplete response 2013 (n=226), 2014 (n=338)
28%
2014
Buyer Visits
Dealership visits trend
Trending
Buyers are making fewer visits to the dealership
Avg. Number of Dealership Visits
4.0
-0.3
2013
Source: How many visits to dealerships did you make in total, including the visit which you made your purchase?
Base: All auto buyers 2013 (n=503), 2014 (n=700)
3.7
2014
First dealer visit
Heavier online users visit dealers later in the process
When Buyers First Visit Dealership
33%
42%
25%
24%
Online Users
11%
8%
8%
8%
9%
22%
31%
Light
Medium
Heavy
10%
8%
Start of
search
23%
6%
Mid-way
Source: How far into the purchase process did you first visit a dealer?
Base: All auto buyers n= All 700, Light 207, Med 255, Heavy 238
5%
3%
Time of
purchase
Research prior to visit
Majority of buyers visit the dealership with some research under their belts
Very little research. Visiting dealerships helped
me understand my options.
11%
33%
A lot of research. I was close to a
decision and wanted to confirm my
choice.
Some research. I wanted to see the
brands/models and talk to a salesperson
as a next step.
56%
Source: Which of these statements best describes how you typically felt when you visited dealerships? Base: All auto buyers n=700
Prior research by online usage
Heavy online users do the most research before visiting a dealership
Visit Dealership After Some/Lots of Research by Online Usage
Light Online Users
86%
Medium Online Users
Heavy Online Uses
89%
92%
Source: Which of these statements best describes how you typically felt when you visited dealerships? [A lot of research. I was close to a decision and wanted to confirm my choice.] Base: All auto buyers
Online Use: <4 (n=207), Online Use: 4-7 (n=255), Online Use: 7+ (n=238)
Test drives
Over 1 in 3 do not take any test drives
+ 4pp
No test drives
2013
+8pp
Source: How many test drives did you take before buying your automobile?
Base: All auto buyers n=503 (2013), n=700 (2014)
2014
Test drives trend
Trending
Buyers are taking fewer test drives
Avg. Number of Test Drives
2.0
-0.9
1.1
Drives (avg.)
2013
Source: How many test drives did you take before buying your automobile?
Base: All auto buyers 2013 (n=503), 2014 (n=700)
2014
Booking online
Buyers book test drives in person at the dealership
How Book Test Drives
All buyers
72%
32%
23%
In-person
Source: How did you book your test drives?
Base: Took any test drives n= All 444
Phone
Online
Make dealer visits count
Buyers want to see models and learn from knowledgeable salespeople
How to Increase Impact of Dealer Visits:*
High
Helpful/knowledgeable salespeople
Variety of models available to see
Model(s) considering in stock
Importance
Time alone to
think/explore
Quick/not a lot of time
Inviting/comfortable
showrooms
Info accessible via
wifi/computers
Low
Low
* Top 2 box on 7-point Importance scale
Impact on Purchase Decision
Source: How much did dealership visits impact your final decision, and how important were each of these factors?
Base: All auto buyers n=700
High
Impact of visits and test drives
Dealer visits and test drives have less impact on younger buyers
Dealer Visits*
Test Drives*
61%
61%
53%
43%
18-29
43%
37%
30-44
58%
58%
45+
* Top 2 box on 7-point Impact scale
Source: How much did dealership visits impact your final decision? Base: All auto buyers n=700
How much did test drives impact your final decision? Base: Took any test drives n=444
Online Use:
Light
Online Use:
Medium
Online Use:
Heavy
Buying Online
Buying online
Half of first-time buyers and those aged 30-44 would consider buying online
Would Consider Buying Online*
Reasons To Consider Buying Online
Easier/more convenient
58%
48%
52%
46%
I research online so I
should be able to
purchase online
33%
No need to visit a
showroom
All
18-29
30-44
45+
First time
buyer
* Top 2 box on 4-point Likely scale
Source: How likely would you be to purchase an automobile online? Base: All auto buyers n= All 700, 18-29-year-olds 234, 30-44-year-olds 298, 45+ 167, first
time buyer 36
Source: Why would you be likely to buy an automobile online? Base: Very/somewhat likely n=336
Post-Purchase
Contact from a dealership
Dealers contact via phone, yet buyers prefer email
How Dealers Contact Buyers
How Buyers Prefer to be Contacted
68%
55%
58%
58%
44%
26%
Phone
calls
Email
Brochures/
flyers in mail
19%
Text messages
16%
14%
13%
13%
Social site
2013
74%
41%
14%
15%
11%
2014
68%
44%
26%
19% 16%
2013
60%
54%
15%
10%
2014
55%
58%
14%
13% 13%
Source: How, if at all, has the dealer/manufacturer contacted you since you purchased your automobile, and how would you prefer to be contacted?
Base: All auto buyers n=503 (2013), n=700, (2014)
10%
Appendix
Profile of new car buyers
Buyers are aged 37 (on average) and well-educated
Avg. age
36.6
51%
18-34
Avg. Annual Income*
€35,796
35-49
34%
15%
Male
57%
50+
College Degree or Higher
68%
* See notes section for additional information
Source: How old are you? What is your gender? What was the 2013 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 auto buyers n=700
Avg. Price Paid for New Auto*
€19,594
Length of purchase process
Buyers take three months to decide
+0.3pp
time to purchase
2013
Source: How much time passed from when you first started researching automobiles until purchase?
Base: All auto buyers n=503 (2013), n=700 (2014)
2014
Auto research activities
Multiple activities are involved in auto research
Top Research Activities
Learn about brands/models
53%
Obtain a quote
53%
Compare features
51%
Read reviews of brands/models
50%
Look up pricing info
49%
Look for rebates/offers
48%
Compare prices from various dealers
48%
Use a tool to configure options
31%
Look up address, contact info or business hours of a dealer
31%
Searched for dealers
Source: Which of these activities did you do while researching automobiles?
Base: All auto buyers n=700
27%
Activities on auto brand sites
Buyers use auto brand sites to learn and compare
Top Research Activities on Auto Brand Sites
Learn about brands/models
48%
Compare features
45%
Look up pricing info
38%
Look for rebates/offers
35%
Use a tool to configure options
33%
Read reviews of brands/models
30%
Obtain a quote
29%
Compare prices from various dealers
Look up address, contact info or business hours of a dealer
Searched for dealers
Source: Which of these activities did you do at least once on an auto brand’s website?
Base: Used brand websites n=361
26%
24%
19%
Social sites
YouTube and Facebook are the top social sites used by auto buyers
Top Social Sites Among Auto Buyers
42%
41%
23%
20%
10%
8%
6%
5%
4%
4%
Source: Which of these sites did you use over the time you were shopping for an automobile?
Base: All auto buyers n=700
Social research activities
Buyers turn to social sites to hear from current owners
Auto Activities on Social Sites
Learn about an automobile
41%
Read comments/recommendations posted by other people
35%
Watch videos of automobiles posted by others
28%
“Follow” an auto brand or dealer
26%
Look at pictures of automobiles posted by others
26%
Share a link about an auto brand or dealer
Post a review of an auto brand or dealer
22%
18%
Respond to a poll about automobiles
17%
Endorse an auto brand or dealer (e.g., Like, +1, Pin)
17%
Post a comment on the page of an auto brand or dealer
15%
Source: How did you use or contribute social content about automobiles while you were shopping for an automobile?
Base: Use social sites for auto research n=493
Benefits of social sites
Social sites help buyers stay informed and in touch
Top Benefits of Social Sites
Helps me get answers to questions I had about automobiles
64%
Helps me stay in touch with the auto brands I like
62%
Makes it easy to find information about automobiles
61%
Makes me feel more confident about my decisions
59%
Provides information I couldn’t get from other kinds of sites
58%
Makes it more fun to shop for automobiles
57%
Introduces me to automobile brands I have not heard of before
52%
Top 2 Box scores on 5-point scale
Source: How much do you agree with each of these statements about using social sites while shopping for automobiles?
Base: Used social sites n=438
Dealership Visits
1 in 4 buyers make three dealership visits
Number of Dealership Visits
1 visit
13%
2
20%
3
26%
4
15%
5
6
7 or more
Source: How many visits to dealerships did you make in total?
Base: All auto buyers n=700
10%
4%
11%
Type of auto purchased
Over half of buyers purchase medium-sized autos
Type of Auto Purchased
Medium-sized car
53%
Large car
18%
Small car
14%
SUV (sports utility vehicle)
8%
MPV (multiple passenger van)
8%
Pick-up truck
Source: What type of automobile did you purchase?
Base: All auto buyers n=700
0%
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