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Research for automotive and technology
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Driving Trust With Tech
Tim LumbResearch Manager
2014: the centrality of mobile devices, and the “always on, always shopping” lifestyle arising from mobile usage
54% of the UK population own a smartphone
38% own a tablet
On average 739 million minutes per month spent on Automotive sites in UK.
(that’s more than Blogs, Instant Messengers, and Food sites).
TVAll Digital Press
3hr 41mins
3hr 15mins
20 mins
Tim
e S
pen
t Pe
r D
ay
Source: Comscore 12 month average May13-Apr14Source: eMarketer 2014 Source: eMarketer 2014
An online survey of car buyers
Sample demographically matched to the profile of car buyers as defined in TGI (n=25,000)
Intend to buy a new or nearly new car in the next 3 months from a Franchised dealership
Have bought a new or nearly new (3 years old or less) car in the last 6 months from a Franchised dealership
100 UK car-buyers
-Open to possibility-Decision to change-Evaluating-Shopping-Experiencing
The Car Buying Experience
source : kantar media base: all gb car buyers 17+ (100) base size for 17-44s is low - results are indicative q3. how [do/did] you find the experience of buying a car compared with buying other products or services? answered on a 10-point scale. results shown based on top 3 and bottom 3 boxes
stressful vs stress-free39% 32%
complex vs simple
34% 31%
risky vs safe
34% 27%
stressful vs stress-free27% 20%
complex vs simple
18% 20%
risky vs safe
37% 24%
MortgageCar
84% of buyers have at least some negative association with car buying
Trust in the dealer is paramount
Almost half (49%) of car buyers do not know if they are getting a good deal when they buy a car
Over half (54%) of car buyers think that finding a dealer that they can trust is a potential barrier to car buying
71% of car buyers will only buy from a car dealer they like or trust
Source : Kantar Media Base: All GB car buyers (100)Q5a. Which of the following, if any, are potential barriers that might deter you from buying a car?Q6/Q6b And to what extent do you agree or disagree with the following statements about buying a car?
Average of 2.1
dealerships visited in
person
There is an opportunity to build trust between buyer and seller
Base: All GB car buyers (100) Q1a What source(s) [are you using/did you use] to research the car you [are going to buy/bought]? buy/bought]?
Car dealers help me find the right car for me
I find car dealers very knowledgeable and to offer good advice
I will only buy from a car dealer I like or trust
0% 10% 20% 30% 40% 50% 60% 70% 80%
41%
45%
71%
The hypothesis
Opportunity to use technology to deliver content in new ways
Time poor connected consumers
Brand experience is key throughout the purchase journey
Car buying can be stressful and risky
To see the results contact your Microsoft advertising sales representative.
© 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.