Experts Discuss how Millennials Consume Content, Shop Differently

AMR 2013 audienceReaching millennial consumers is a key focus for marketers in the auto industry, and was a key topic during presentations and panel discussions at the October J.D. Power Automotive Marketing Roundtable in Las Vegas, NV. A few highlights from a few sessions with panelists and presenters that addressed millennial consumers are presented.

“Let’s talk about millennials. . . They won’t get cable. They don’t have any money. They’re entitled. They want to do their own thing. They’re a completely digital first generation.”—Mike Shields, digital editor of AdWeek

How Different are their Media Consumption Habits?

“My team at Microsoft—80% of them are millennials—it’s an on-demand environment. They want to consume a lot of content at the same time. They can do it better than any other group. Some 83% are using a second screen and multi-tasking. . .You have to make sure you have something there to complement what they are consuming on TV.”—Randy Shaffer, director, Xbox West Sales, Microsoft

“We see ‘fanboys’ consuming media voraciously across all platforms. They go to five movies a month. They’re watching two more hours of television—on demand—than their own peer set. They’re consuming a ton of web video. In the case of gamers, they are willing to pay for content. They’ve been paying for $60 games for a very long time. . . You need to figure out how to present it to them. They will steal it first if they have to. But, if it’s good, they are willing to pay for it—that’s proven in gaming, premium video and web video content as well.”—Jay Sampson, executive vice president, sales and operations, Machinima Continue reading ›

Auto Shoppers Begin Their Digital Research Early; Most Visit Manufacturer Websites

Arianne Walker

New-vehicle buyers go online nearly as soon as they decide to buy a new vehicle, according to results in our 2012 New Autoshopper Study. We also find that a high percentage of buyers—59% of Automotive Internet Users (AIUs)—say that they narrow their consideration list to one model during the final week before their actual purchase, which makes the digital experience and dealer interaction more important than ever.

As expected, nearly all (98%) of AIUs visit manufacturer websites during their shopping process. A majority also visit third-party websites (81%) and then dealer websites (73%). Interestingly, a much smaller percentage say they visit social media sites for automotive research (5%).

Our research indicates that AIUs rely heavily on manufacturer websites for researching specific models and to utilize build tools, while they more frequently rely on third-party sites for comparing vehicles; reading vehicle ratings and reviews; and learning about vehicle trade-in values. AIUs visit dealer sites primarily to research inventory and dealer-specific information, such as to get directions/location, hours, and contact information. Continue reading ›

One in Five Digital Auto Shoppers Use a Smartphone or Tablet for Research

Arianne Walker

As the proliferation of mobile devices continues to rise in the United States and globally,* it’s no surprise that one in five new-vehicle buyers who use the Internet to shop for a new car or light truck use their tablets and smartphones to conduct research, according to our 2012 New Autoshopper Study, which is based on an online survey of nearly 12,300 purchasers and lessees of 2010 to 2012 model-year vehicles.

Overall, a majority (79%) of new-vehicle buyers use the Internet (termed Automotive Internet Users, or AIUs) to research their vehicle purchase. Nearly one-third (30%) of AIUs use several devices, including desktop PCs, smartphones and/or tablets. In fact, 20% of AIUs use a smartphone to gather information while shopping for a new vehicle, and 18% use a tablet. Continue reading ›

Shoppers Consume Information on OEM Websites with Multiple Devices

Arianne Walker

In the past 6 months, there has been a major shift in the way new-vehicle shoppers are consuming information found on the Internet, according to results in Wave 2 of our semi-annual 2012 Manufacturer Website Evaluation Study (MWES). We find that a higher percentage of new-vehicle shoppers now own tablets compared with January when Wave 1 of the 2012 study was released (35% vs. 20%, respectively).

In Wave 2 of the study, we see that more automakers are trying to meet the needs of tablet shoppers in addition to traditional desktop PC shoppers, often with one website. Since more than one-third of shoppers are using tablets, their expectations continue to change, which makes it increasingly important for OEMs to incorporate specific navigational elements to help these shoppers use their websites, regardless of the type of device being used.

Many automaker-sponsored websites have introduced content in a layout that places information below the illusory fold on the screen, so that visitors must scroll more to get that content. While this way of displaying information is acceptable to tablet users, it can be frustrating for desktop users. Continue reading ›

Safety Features Still Garner Strong Interest Among Car Shoppers

Mike VanNieuwkuyk

Consumers continue to show great interest in automotive technologies that they perceive will keep them safe, according to our 2011 U.S. Automotive Emerging Technologies Study, which is based on responses from 18,000 new-vehicle owners. Features such as Remote Vehicle Diagnostics, which provide owners with vital information on the performance and condition . . . Continue Reading Safety Features Still Garner Strong Interest Among Car Shoppers

Auto Shoppers Place More Value on Price When Weighing Interest in Emerging Technologies

Casey Mier

Following several years of economic turmoil, US consumers have become more circumspect about their level of interest in new and emerging features in their next new vehicle, especially after market price points are revealed. Our 2011 U.S. Automotive Emerging Technologies Study finds that safety features continue to override “infotainment” technologies when it comes to price point. The study measures consumer interest and purchase intent for emerging automotive technologies, both before and after a market price is revealed.

Among the 21 technologies evaluated, J.D. Power finds that Blind-spot Detection has the highest overall interest, with a majority (79%) of respondents indicating that they are “definitely” or “probably” interested in having the feature on their next new car or light truck. In fact, this feature has strong appeal among customers across all age groups and vehicle segments, according to our study results. More than three-fifths of survey respondents who say they will not pay extra to have the latest safety features still express interest in blind-spot detection. Continue reading ›