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 ›

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 ›

Third-Party Automotive Websites Need to Satisfy New- and Used-Vehicle Shoppers

Arianne_Walker New

Arianne Walker

Third-party automotive websites with the highest overall satisfaction among both new- and used-vehicle shoppers have the highest advocacy and loyalty rates, according to the J.D. Power and Associates 2013 Third-Party Automotive Website Evaluation Study.SM

We find a high correlation between overall satisfaction with a third-party site and the likelihood of shoppers recommending and returning to that site in the inaugural year of  measuring the usefulness of automotive third-party automotive websites during the shopping process.

Specifically, a more satisfying experience results in shoppers who report that they “definitely will” return to the website when shopping for a vehicle and that they “definitely will” recommend the site to friends and family. These return visits and positive word of mouth help increase exposure to the revenue-generating advertising on these sites. Continue reading ›

Content is King in Social Media Marketing Messages

The key factor in judging performance and customer satisfaction with social media marketing messages is terrific content, according to the inaugural J.D. Power and Associates 2013 Social Media Benchmark Study.SM Three major performance indicators that have been identified among top performing auto brands evaluated in the study are:

• Information needs to meet these criteria—content . . . Continue Reading Content is King in Social Media Marketing Messages

How are Luxury Auto Brands Leveraging Digital Marketing?

Jeremy Detgen

Affluent consumers are harder to reach, but they do show interest in answering questions about how they are allocating their budget, what channels they use, and what content they are viewing, according to a luxury brand auto study summarized by a digital media and marketing official with the mission statement: “Where Influence Meets Affluence.”

Kim Notario, vice president Midwest and National Auto Category for Martini Media, shared results from her company’s 2012 Luxury Auto Brand Study during the recent J.D. Power Automotive Marketing Roundtable (AMR) in Las Vegas. Some 381 digital marketing executives participated in the survey that was conducted in July and August of this year. Among those digital executives, the automotive area was well represented.

In overall results, Notario said that the digital spend for luxury advertisers occurs at a lower percentage than the mass market—31% compared with 37%. For the auto industry, the digital marketers said they use a multi-channel approach (video, mobile and social). Notario pointed out that there has been a shift away from television as a primary channel. Continue reading ›

Acura Earns Highest Score in Website Evaluation Study

Acura’s website ranks highest in usefulness in the J.D. Power and Associates 2012 Manufacturer Website Evaluation Study (MWES)SM—Wave 1. The premium brand website receives a score of 808 (on a 1,000-point scale), and performs particularly well in two of the four index measures: navigation and speed.* Continue reading ›

Many of the Most Useful OEM Websites Integrate Social Media Throughout

Arianne Walker

The most useful automotive websites tend to provide users with social media access from a variety of pages, including the home page, model pages, configurator tool and photo gallery, according to results in our 2012 Manufacturer Website Evaluation Study (MWES)—Wave 1, which is based on evaluations from more than 9,400 shoppers who indicate they will be in the market for a new vehicle within the next 24 months.

We see that the widespread usage of social media has created an expectation of constant availability. By integrating links to social media platforms throughout several site features, automotive brand websites enhance convenience for users and also increase the possibility that website users will promote the brand within their social networks. Continue reading ›