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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