Millennials Consume Content and Shop Differently

 Millennials consume content and shop in different ways from other generations and these Gen Y consumers are having a profound influence on the shopping behaviors of Gen X and Boomer buyers. Today’s post offers a few more excerpts about these younger consumers from panelists and presenters at the October J.D. Power Automotive Marketing Roundtable (AMR) in Las Vegas, NV.

What Does the Car Mean to Millennials?

“About 25% of millennials said they would buy a car sight unseen. They’d go online, find it, buy it and have it delivered. This is going to become a lot more important as we go along.”—Clayton Stanfield, senior manager, Dealer Outreach, eBay Motors

“For most of us, the car was the thing we wanted. The reality with millennials is that it’s probably a device they want first and foremost. A car is kind of a secondary consideration. Maybe it’s due to economics. Maybe it’s just due to how powerfully products have been marketed to them—like Xboxes and PlayStations. . . for auto manufacturers, a way to accrue loyalty and affinity to their brands is to get deeply immersed in offering the consumer some free content.”—Randy Shaffer, director, Xbox West Sales, Microsoft Continue reading ›

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 ›

Satisfaction Surges if Dealers Use Mobile Devices to Enhance Sales Process

Chris Sutton

Chris Sutton

Satisfaction is highest among new-vehicle buyers who are presented with pricing/payment options on a computer screen or a tablet (833 on a 1,000-point scale) during the sales process, according to our 2013 U.S. Sales Satisfaction Index (SSI) Study, which is based on responses from 29,040 new-vehicle buyers or lessees, who completed their transaction in April or May 2013.

Using technology continues to make a major difference in enhancing the buyer’s or lessee’s sales experience at the dealership. Specifically, when a dealership salesperson uses a tablet device during the sales process with new-vehicle buyers, satisfaction is 52 points higher on average (844) than when a salesperson does not use a tablet during the sales experience (792). Satisfaction with a salesperson using a computer printout (820) receives the next highest score, followed by verbal price quotes (792); and lastly, written figures (780).

Our 2013 U.S. SSI Study finds that tablets are proving to be particularly versatile and effective tools and may help maintain consistency during the sales process, while providing accessible and dynamic product information. Yet, we also see that tablet usage among dealership salespeople remains relatively limited—only 10% of dealership salespeople use these devices. On a positive note, that’s still up from 7% in 2012. Continue reading ›

J.D. Power Expert Discusses Digital Trends in Shopping for a New Vehicle

Arianne Walker

Arianne Walker

Arianne Walker, senior director of media and marketing solutions at J.D. Power, provided insights from J.D. Power’s latest research on the automotive shopping process during an opening review of “How Digital Living Impacts the Automotive Industry,” at the October J.D. Power Automotive Marketing Roundtable in Las Vegas, NV.

A prior post,  J.D. Power’s Roundtable Speaker Defines “Connected Auto Consumers” summarized Walker’s discussion of shopping trends by generation, statistics about visits to websites, in addition to explaining how AIUs (Automotive Internet Users) access information digitally. Today’s post includes more of Walker’s insight about automotive buyer online research behavior and the roles that social media and video play in the shopping experience. Continue reading ›

Quiet Cars Influence OE Tire Satisfaction in Japan Market

Vehicle owners in Japan expect the tires that come with their vehicle from the factory to be perfect and without problems, according to our 2013 Japan Original Equipment Tire Customer Satisfaction Index Study. As vehicles become quieter, especially hybrids and electric vehicles, owners become more sensitive to noise and vibrations caused by their vehicle tires—a problem that is more prevalent than traction and handling issues.

The 2013 study, which examines problems that owners experience with their original equipment (OE) tires in the Japan market, finds that the two most frequently experienced problems owners have are pebbles or stones getting caught in the tire tread and road and vibration noise, which negatively affect ride, quietness and, ultimately, tire satisfaction. Continue reading ›

Tepid September U.S. Sales Impacted by Strong August Deliveries

2013 Ford EscapeSeptember U.S. new car and light-truck sales were expected to be less than stellar after strong August totals that included near-record Labor Day deliveries, according to J.D. Power and media reports. In addition, there were two fewer selling days in September 2013 than in September a year ago, which impacted totals.

New-vehicle sales reached 1.136 million units and were up 4% from the same month a year ago on a selling-day adjusted basis, which matched a monthly forecast update from J.D. Power’s Power Information Network® (PIN) and strategic partner LMC Automotive. On an unadjusted basis, deliveries were down 4% from last year.

Retail Sales Slip a Fraction of a Point in September

Retail sales finished the month at just under 917,000 units—down slightly from last September (-0.1%) when adjusted for fewer selling days. The September tally represented a seasonally adjusted annual rate (SAAR) of 15.1 million units. Fleet sales improved by 25.5% from a year ago and represented a 3.1 million-unit SAAR. Continue reading ›

Superior Website Experience in China Boosts Test Drive, Purchase Intent

Dr. Mei Songlin

Dr. Mei Songlin

When new-vehicle shoppers in China have a satisfying experience using a manufacturer’s website for research, there is a higher chance that they will take a test drive and purchase a particular brand vehicle, according to the 2013 China Brand Website Evaluation Study (BWES).

The inaugural online study measures the usefulness of automaker websites at the brand level during the new-vehicle shopping process, based on four key factors (in order of weight or importance): information and content (27%); appearance (25%); speed (24%); and navigation (23%). All scores in this study are based on a 1,000-point scale.

China New-Vehicle Buyers More Satisfied with Website Speed

Speed achieves the highest satisfaction score (730) among the four factors measured, while information and content receives the lowest score (720). We observe that new-vehicle shoppers indicate a strong need for sufficient information related to entertainment systems and fuel efficiency. Continue reading ›

Certified Used Vehicles are More Attractive to India’s New-Vehicle Buyers

MohitArora

Mohit Arora

Some 13% of new-vehicle buyers in India considered a used vehicle during their shopping process—an increase of 10% over the past three years, according to our 2013 India Sales Satisfaction Index (SSI) Study, which evaluates sales satisfaction among 8,434 new-vehicle owners who purchased their new vehicle between September 2012 and April 2013.

Findings show that more than one-third (37%) of new-vehicle buyers who considered a used vehicle this year indicated using the Internet during their shopping process to find information about vehicle financing, trade-in options and service-related issues.

In contrast, only 27% of new-vehicle owners who only considered new vehicles used the Internet for shopping, primarily to look up vehicle features and specifications. Continue reading ›

Shorter Delivery Times in Japan Increases Sales Satisfaction Levels

Kimoto Taku NEW_C_Lg

Taku Kimoto

Customer satisfaction with the new-vehicle sales experience in Japan has improved as delivery times are nine days shorter on average than in 2012 when there were longer delays in delivery due to the initiation of an eco-car subsidy program, according to our 2013 Japan Sales Satisfaction Index (SSI) Study.

This year, the average time for delivery to buyers of non-hybrid vehicles declines to 28 days from 34 days in 2012, and the delivery time for hybrids drops by 23 days and averages 50 days instead of 73 days. Among Japan’s domestic brands, Toyota—the largest seller of hybrid vehicles in Japan—and Honda, which had its production in 2012 negatively affected by flooding in Thailand, achieve notable reductions in delivery times. Continue reading ›

What Dealers, OEMs Can Do to Offset Sluggish Market in India

MohitArora

Mohit Arora

A slowing economy in India is creating more pressure on the country’s auto industry. In light of dimmer economic conditions, Mohit Arora, director and country manager at J.D. Power Asia Pacific, discussed the outlook for India’s dealerships and auto sales in a column in India’s Businessworld magazine. Excerpts from the column titled “Is it All Doom and Gloom at Car Dealerships?” are highlighted in this post:

Economic Front

A slowdown in GDP growth, industrial production and a decline in the value of the rupee against the U.S. dollar have observers jittery about India’s future growth prospects. Anticipated increasing pressure on inflation from higher fuel costs also is expected to negatively impact household expenses. It’s not surprising, then, that the automotive industry is feeling the pressure, with year-over-year new-vehicle sales down in double digits as fewer consumers visit their local showroom to buy a new vehicle.

What Do Dealers Anticipate?

Recently, we asked more than 600 auto dealers in India about their business and how satisfied they were with the support they were receiving from the manufacturer. The results from the J.D. Power Asia Pacific 2013 India Dealer Satisfaction with Automotive Manufacturers Index  Study (DSWAMI) showed that one in five dealers expected to report a loss in the financial year (2012-2013), which is up from 9% in the previous year. In addition, less than one-half (44%) of dealers anticipated that they would make a profit—down from nearly two-thirds (62%) in the prior year. Continue reading ›