28 LESS TIME
A CAR SHOPPER'S JOURNEY
2010
2014
2.5
BRANDS
4
BRANDS
MORE BRANDS
ARE BEING CONSIDERED
28 DAYS median
LESS TIME TO INFLUENCE
18% Time researching purchase compared to 2010
SHOPPERS ARE RESEARCHING
Research time allocation
46% 54%
brand & nameplate
offers & dealer
Source used
INTERNET
66%
DEALER
62%
BROCHURE
28%
FRIENDS & FAMILY
27%
SAW VEHICLE
14%
NEWSPAPER
14%
TV
13%
INTERNET IS THE MOST USED & MOST INFLUENTIAL
Influence
37% 32% 6% 11% 4% 5% 5%
SHOPPERS ARE ONLINE
Shoppers are entering the funnel at different points. Nature of first search.
26% GENERIC i.e. "new cars"
15% BRAND i.e. "Ford"
41% NAMEPLATE i.e. "Ford F150"
Actions taken as a result of search
VISITED A DEALER
58%
VISITED OEM WEBSITE
50%
TOOK A TEST DRIVE
43%
VISITED DEALER WEBSITE 42%
ENHANCED OPINION
40%
Main online research activites
VIEWED PHOTOS
67%
COMPARED SPECS 66%
READ REVIEWS
63%
MAKE YOUR WEBSITE A ONE-STOP SHOP
SHOPPERS ARE BUYERS
They are going to more dealers
38% 22% 17% 23%
1 DEALER 2 DEALERS 3 DEALERS 4+ DEALERS
40% WILL USE MOBILE AT DEALER
3 IN 10 buyers will leave and never come back to the dealership or the brand for service
47%
have already decided on their brand preference before visiting a dealer
53% UNDECIDED
GIVE BUYERS A COMPELLING REASON TO COME BACK
THE AUTOMOTIVE ZMOT IS MORE IMPORTANT THAN EVER
VIDEO
29 % of shoppers use video websites as an information source
As a result of watching an online video they
VISITED A DEALER
61%
CHECKED DEALER INVENTORY
30%
TALKED TO FAMILY & FRIENDS
23%
SHARED A VIDEO
23%
MOBILE
26 % of shoppers used their tablet or smartphone throughout the research process
The top information they seek
VEHICLE PRICING
66%
MODEL INFORMATION
54%
PHOTO GALLERIES
53%
REVIEWS/RATINGS
52%
COMPARE VEHICLES
47%
SOURCE Google Think Auto Study, Conducted by Ipsos, New Car Buyers, 2,014 respondents, June/July 2013.
Think Insights
google.ca/think
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