J.D. Power Roundtable Speaker Defines “Connected Auto Consumers”

Arianne Walker

Arianne Walker

Today’s digital lifestyle has a growing impact on the auto industry. Understanding how consumers who are in the market for a vehicle are “using digital information and how they are connected,” was a key focus in speeches and discussions at the recent J.D. Power Automotive Marketing Roundtable at the Bellagio Hotel in Las Vegas, NV.

Arianne Walker, senior director of media and marketing solutions at J.D. Power, introduced the October conference with highlights of trends in automotive Internet usage based on J.D. Power research. She also spoke about the rise in digital media consumption and identified how different devices—smartphones and tablets—are being used to gather information mostly at home, but also on the go—smartphones are also used for auto shopping on the dealer lot. Walker also discussed trends in content with social media and video and how traditional companies are reformulating automotive content in new ways. Continue reading ›

New-Vehicle Buyers in Thailand are More Informed Before Showroom Visits

Traffic on Thai StreetNew-vehicle buyers in Thailand use an average of three sources to gather information before visiting a dealership—up from an average of 2.5 sources in 2012, according to the 2013 Thailand Sales Satisfaction Index (SSI) Study. A larger percentage of Thai new-car buyers also use the Internet (45%) than in the previous year (33%).

A few more highlights from this year’s study:

• Overall sales satisfaction averages 904 (on a 1,000-point scale), a 4-point improvement from 2012. Continue reading ›

Over Half of Gen Y Shoppers Who Use the Web are Open to Any Vehicle Brand

Arianne_Walker New

Arianne Walker

One-half of all new-vehicle buyers who use the Internet in their shopping process (AIUs) are open to considering any vehicle brand at the beginning of their research experience. In addition, that percentage is even higher (54%) among Gen Y AIUs, according to our 2013 New Autoshopper Study.*

We see that close to one-half (47%) of Gen Y AIUs use smartphones in their shopping process—the most of any age demographic, which indicates how important it is for brands and websites to put these younger buyers into their marketing equations. The share of new-vehicle buyers in Gen Y is increasing at the greatest rate among all buyers and is projected to comprise 23% of all 2013 retail sales.

Automakers have a terrific opportunity to influence younger buyers during their shopping process, which averages about four months, particularly since they are quite open to considering different brands as they begin their new-vehicle research. In addition, the digital presence of the brand through mobile advertising and by providing content across mobile-accessible sites may be a great way to reach Gen Y buyers, since we see almost half that use a smartphone during the shopping process. Continue reading ›

How Important is the Internet to Attracting New Vehicle Shoppers in the U.S.?

Tim_Dunne

Tim Dunne

With sales of new light vehicles in the United States continuing to rebound from the great recession years (light-vehicle sales are up 7% in the first trimester of 2013, after having increased 13% in 2012), one question that automotive marketers might be asking themselves is: How important is the Internet to attracting new-vehicle shoppers?

Based on J.D Power’s 2012 Sales Satisfaction Index (SSI) Study, four out of five new-vehicle buyers are Automotive Internet Users (AIUs)—people who use the Internet to shop for their new vehicle. By far, the most frequently accessed automotive content on websites and mobile apps are vehicle pricing information (64% of shoppers say they search for this information), and model information such as vehicle options, features and technical specifications (63% search for this information). Other popular uses in the online shopping experience include vehicle comparisons (48%), build-a-vehicle, and photo galleries (each 46%). Continue reading ›