New car buyers: The Touchpoints

1 Understanding
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2
New car buyers: Touchpoints
- Study conducted by Profacts
- Target group: buyers and future buyers of a
new car who are free in their choice
- Methodology: online research on the Profacts
panel, and additional via a pop-up on
Immoweb.
- Field: novembre 2012
- Research Objectives:
- Understand ‘all’ information sources
- The role of the Produpress media
- The importance of each source
New car buyers: the Customer Journey
- Study conducted by Profacts
- Target group: idem
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Sample:
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Methodology: online research on the AutoGids,
AutoWereld & Moniteur Automobile “consumers”
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Field: decembre 2013
Research Objectives:
- Understanding the purchase process
- Understanding the touchpoints
- Understanding the used content
- Understanding the power of ‘persuasion’
Sample:
4 channels
3 brands
AutoGids
AutoWereld
Moniteur Automobile
Overall
Source
-
Panel
Pop-up
Total
New car buyer
743
249
992
Occasion car buyer
119
63
182
Already the 10th edition
-
1st edition
Mag
7%
4%
5%
15%
Web
17%
5%
23%
45%
Newslttr Fbpages Overall
5%
4%
33%
3%
3%
15%
5%
19%
52%
14%
27% N=1398
1 Understanding
83% search for a lot of information in
the context of their new car purchase
1
1 Understanding
Unduplicated:
68% consults car sites
or car magazines
7 out of 10 consult
specialized car magazines and sites
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1 Understanding
Moniteur Automobile, AutoGids & AutoWereld
are best known brands
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1 Understanding
Moniteur Automobile, AutoGids & AutoWereld
are best known brands
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1 Understanding
New car buyers: The Touchpoints (2013)
 83% search for a lot of information in the context of
their new car purchase
 7 out of 10 consult specialized car magazines and sites
 Moniteur Automobile, AutoGids & AutoWereld are best
known brands (amongst car magazines and sites)
 The power of persuasion of specialized car sites and
magazines
1
2 The Purchase Process
2 The Purchase Process
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2 The Purchase Process
2
2 The Purchase Process
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3 The Touchpoints
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3 The Touchpoints
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5 Convince
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5 Convince
2
6 Adapt your message
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Conclusion
• Car Buyers remain influencable until the signature of
the purchase order
• Car Buyers are in touch with several touchpoints over
the different buying phases
• The type of searched information varies depending
the buying phase
• An ad in the adequate context (car content) will
increase it’s credibility, impact and attention
7 Success
Moniteur Automobile, AutoGids & AutoWereld
 #1 Belgian Car Magazine
679.800 RLP TB; 95.000 print run
87% men; 56% 1-4; 67% actives
 The most credible Car Content on the Web
1.088.726 PR/week (Jan-Feb ‘14)
60% 18-44; 73% 1-4; 70% actives
7 Success
Moniteur Automobile, AutoGids & AutoWereld
100% of readers are “Car Interested”
62% of readers are “Car lovers”
38% of readers are “Car Buyers”
Act
Michel Mabille
[email protected]
02 333 47 27
Myriam Merckx
[email protected]
02 333 32 16