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 ›

Multiple Platforms, Screen Sizes Drive Major Changes in Automakers’ Websites

Arianne_Walker New

Arianne Walker

The explosion of tablet ownership among new-vehicle shoppers in 2013 and the different approaches that shoppers now use to access information during the new-vehicle shopping process is challenging automakers to improve website functionality across platforms, according to our 2013 Manufacturer Website Evaluations Study (MWES)–Wave 2.

Results in Wave 2 of the semiannual 2013 MWES find that tablet ownership has climbed by 145% from just 20% of new-vehicle shoppers in Wave 1 of the 2012 MWES, to nearly one-half (49%) of nearly 10,200 new-vehicle shoppers in Wave 2 of the 2013 MWES.

Among the tablet users, overall satisfaction with the usefulness of auto manufacturer websites during the shopping process remains nearly flat at 815 (on a 1,000-point scale) vs. 818 points in Wave 1 of the 2013 study. Average satisfaction with automakers’ websites by desktop PC users is slightly higher—823—since most manufacturer websites are designed specifically for a desktop. Wave 2 finds that satisfaction among tablet users is lower in two of the four key measures: navigation and speed.* Continue reading ›

Test Drives are More Likely After a Satisfying Automaker Website Experience

Arianne_Walker New

Arianne Walker

Tablets are becoming a more frequent platform for consumers when they go online to shop for a new vehicle, according to our 2013 Manufacturer Website Evaluation Study (MWES)—Wave 1. This is especially true since tablet ownership has risen by nearly one-fourth (+23%) among our sample of 10,006 new-vehicle shoppers who indicate they will be in the market for a new vehicle within the next 24 months.

Since tablet ownership continues to expand*, automakers must accommodate online shoppers on multiple platforms, which means creating websites that work well on tablets along with desktop pcs and mobile devices. We are seeing that many automakers currently direct consumers on a tablet to a desktop version of their website, while many fewer direct to a mobile version. Shoppers on a tablet are able to access all of the shopping information when they’re directed to a desktop website.

Overall satisfaction among shoppers who have tablets and are directed to a desktop pc website is higher than for those directed to a mobile website—820 (on a 1,000-point scale) vs. 798. In addition, satisfaction is higher across all four measures evaluated (information/content, navigation, appearance and speed) when tablet users utilize a desktop website. Continue reading ›

Dialogue through Media Engagement Changes Brand Perception for Toyota

Sujata Sontakke

Digital advertising can be used to engage consumers in conversation and change their perceptions about brands, according to two speakers from a major advertising agency and national US newspaper. Samantha Johnson, communications director, for Saatchi & Saatchi and Chris Wilcox, vice president of Media Group West, for USA TODAY presented a few details about their multi-faceted ad program for Toyota to the 1,250 participants at J.D. Power’s recent 2011 Automotive Internet Roundtable.

A few highlights about the interactive campaign:

• Toyota wanted to boost its brand health, increase brand favorability and purchase intent after a series of recalls and negative press several years ago. Continue reading ›