Global Auto Shopper Study After Sales

Global Auto
Shopper Study
After Sales
Spain
October 2014
Car buyers from 22 countries
Russia
Poland
Germany
UK
Canada
Korea
France
Italy
Spain
US
Turkey
Japan
Thailand
Vietnam
India
Mexico
Malaysia
Singapore
Indonesia
New car buyers
Used car buyers
ASM buyers*
Brazil
Australia
Argentina
* After sales Market
Process
Start
Age of ASM automobile
Aprox. 5 years is required for tires, services and parts
Age of Auto Requiring Tires, Service, Parts (Avg. Years)
4.31
Tires
Repairs/Services
Parts/Accessories
4.61
4.64
(A)
(A) (B) (C) indicate its group has a smaller value than the group where it appears, and the difference is statistically
significant at the 95% confidence level; (A) Tires (B) Services (C) Parts
Source: How old is the automobile for which you …?BASE: ASM buyers: Tires (n= 335), Services (n= 333), Parts (n= 334)
Key decisions
More tire buyers need to decide the retailer or the brand
86% +10 pp
76%
Need to decide
brand and/or retailer
Brand in mind, but no idea about the
retailer
No idea of brand or retailer
16%
12%
34%
18%
Retailer in mind, but no idea about
brands
36%
46%
14%
11%
An exact idea of
the brand and retailer
2014
2013
Source: Thinking back to when you first started shopping for tires, did you know the brand/manufacturer of tires you would purchase and/or the retailer you would purchase from? Tire buyers
only n=335
Triggers for purchasing tires
Less buyers purchase tires to replace worn out tires
Top Triggers
60%
71%
need to Replace Worn
Out Tire(s)
71%
29%
Part of rou ne maintenance
23%
20%
Enhance vehicle´s performance
Proper re(s) current season
Replace flat re
Source: What prompted you to purchase your tires?
BASE: Tires buyers 2013 (n= 333) and 2014 (n=335)
60%
Replace worn out re(s)
18%
14%
11%
15%
10%
Process
Decisions
Length of purchase process
Purchase
More uncertainty in the process of purchasing tires
13%
2%
4%
3%
10%
5%
4%
2%
3 weeks to less than 4
weeks
2 week to less than
3 weeks
31%
(B)
18%
25%
1 week to less than
2 weeks
33%
41%
2013
2014
8.4
5.4
8.3
9.01
5.67
8.75
Average Time to Average Time to
Decide (Days)
Decide (Days)
38%
1 day to less
than 1 week
5%
4 weeks or more
Source: How much time passed from when you first started researching
to the time you actually …? BASE: ASM buyers: 2013 Tires (n= 333), Services (n= 333), Parts (n= 333) and 2014 Tires (n= 335), Services (n= 333), Parts (n= 334)
Tires
Repairs/Services
Parts/Accessories
Process
Sources
Online sources
Significant increase of online sources in Tires & Parts purchases
Top Online Sources
Use Online
Sources
2013
61%
61%
66%
2014
2014
+15pp
+0pp
+12pp
76%
61%
78%
Sources (Avg.)
37%
Search engines
29%
44%
24%
Consumer review sites
18%
23%
4.16
3.80
3.98
23%
Auto service center sites
14%
19%
20%
Tire/auto store sites
9%
19%
17%
Auto magazine/enthusiast sites
10%
13%
22%
Tire manufacturer sites
7%
11%
Tires
Repairs/Services
Parts/Accessories
* Use search engines as a primary source.
Source: Now think back to when you were actively shopping for your .... Which of the following online sources, if any, did you use to look for information?
BASE: ASM buyers: 2013 Tires (n= 333), Services (n= 333), Parts (n= 333) and 2014 Tires (n= 335), Services (n= 333), Parts (n= 334)
Online sources
Better prices, time and positive past experience make purchase online popular
Top Reasons to Purchase Online
38%
35%
37% 37%
32%
38%
36%
34%
31%
32%
32%
30%
29%
31%
27%27%
26%
23%
22%
27%
26%
20%
19% 20%
le
nd
al
r,
f
es
ri e
qu
e
9%
pe
op
or
ue
s
13%
11%
an
ys
to
ta
lk
tt
o
No
Re
c
om
m
en
de
d
by
af
am
Av
oi
d
ily
cr
ow
m
em
be
ex
pa
st
ve
si
Po
ds
an
d
pe
ri e
nc
e
on
l in
e
on
co
up
al
de
ial
Sp
e
Tires
Repairs/Services
Parts/Accessories
Po
ss
ib
le
or
to
Be
er
sh
op
se
an
le
y
c
m
e
on
er
Fa
st
m
e
Sa
ve
s
Be
er
pr
ice
s
16%
14%
12%
Source: Thinking back to when you first started shopping for tires, which were the top reasons to purchase online? Base: Purchase online and used at least one online source Tires (n=67), Services (n=35) and Parts (n=100)
Process
Mobile
Mobile access
7 in 10 access the Internet via smartphone
Devices to Access Internet
96%
94%
96%
76%
71%
(A)
71%
50%
41%
Tires
Repairs/Services
Parts/Accessories
Desktop/Laptop
Computer
Smartphone
41%
Tablet
Source: Thinking back to when you first started shopping for tires, did you know the brand/manufacturer of tires you would purchase and/or the retailer you would
purchase from? BASE: Those who own a device Tires (n= 335), Services (n= 333), Parts (n= 334)
Smartphone
Significant increase of the use of smartphone to Access internet
Smartphone to Access Internet
76%
Tires
70%
71%
A
B
63%
59%
A
72%
B
A
Services B
Parts
Tires
Repairs/Services
Parts/Accessories
Source: Thinking back to when you first started shopping for tires, did you know the brand/manufacturer of tires you would purchase and/or the retailer you would
purchase from? BASE: Those who own a device Tires (n= 335), Services (n= 333), Parts (n= 334)
A:2013
B: 2014
Use of devices and time spent
More time is spent on smartphones and less in the computer
Research Time per Device
Tablet
Smartphone
Computer
2013
2014
67%
76%
77%
78%
14%
15%
15%
9%
7%
6%
23%
Tires
Tires
Services
Service
2013
s
11%
70%
70%
21%
21%
8%
9%
Parts
Tires
Services
Parts
Parts
Tires
Services
2014
Parts
Source: Approximately what percent of that time was spent on a (computer, smartphone, tablet)
BASE: ASM buyers: Tires (n= 335), Services (n= 333), Parts (n= 334)
Use of devices to make decisions
Use of smartphones & tables for key decisions
Devices per Purchase Decision
87%
74%
68%
72%
68% 67%
69%
79%
71%
63%
84%
74%
69%
64%
60%
57%
49%
39% 40% 41%
41%
Smartphone
Tablet
Computer
54%
50%
47%
61%
56%
44%
Computer
Smartphone
?
Place
Parts/Accessories
Tablet
Computer
Smartphone
Tablet
56%
41%
36%
37%
Type
Repairs/Services
59%
57%
43% 41%
?
Tires
65%
Computer
Features/
specs
Source: Which of these activities did you do on these devices? BASE: Own device, do 1+ activity: Tires (n: computer= 237-266, smartphone= 135-247, tablet= 83-88)
Services (n: computer= 181-241, smartphone= 103-241, tablet= 55-64) Parts (n: computer= 246-287, smartphone= 157-261, tablet= 63-73)
Smartphone
Price
Tablet
Top sources per device
Search engines play an important role in the 3 devices
Top 3 Online Sources Per Device
(Among those who own device)
51%
42%
38%
44%
31%
31%
27%
Tires
27%
29%
25%
30%
21%
25% 24%
15%
Search engines
33%
Consumer review sites Tire manufacturer sites
Repairs/Services
18%
18%
13% 14% 12%
Search engines
Consumer review sites
14%
10%
12%
12%
12%
10%
Tire manufacturer sites
Search engines
Consumer review sites
Autombile manufacturer
sites
Parts/Accessories
Source: Which online sources did you use on each of these devices? BASE: Use 1+ source, own device: Tires (n: computer= 245, smartphone=
199, tablet= 116)Services (n: computer= 186, smartphone= 154, tablet= 98)Parts (n: computer= 252, smartphone= 192 tablet= 116)
Research activities on devices
1 in 4 service buyers contact store service center on the smartphone
Top 3 Shopping Activities per Device
(Among those who own device)
36%
32%
34%
30% 29%
26%
26% 27% 27%
25%
25%
24%
22%
20%
16%
17%
16%
14%
15%
13%
17%
16%
13%
16%
13%
14%
8%
Compared features/specs
Tires
Look up pricing info
Repairs/Services
Learn about features/specs
Look up pricinf info
Contact store service
center
Look up address, contactCompared features/specs Search based on specific
features/spects
infor or business hours of a
store/service
Parts/Accessories
Source: Which of these activities did you do on these devices? Own device, do 1+ activity: Tires (n: computer= 290. smartphone= 232, tablet=
157),Services (n: computer= 258, smartphone= 200, tablet= 122)Parts (n: computer= 284, smartphone=214, tablet=127)
Looked up pricing info
Where buyers do research
Home, the most popular place for research
Top 3 Locations per Device
76%
79% 79%
51%
49%
46%
58% 57%
55%
36%
23%
34%
27%
26% 27%
29%
32% 32%
16% 14% 14%
At home
Tires
At work
Visi ng family members,
friends,or colleagues at
their homes
Repairs/Services
Parts/Accessories
19%
At home
In a restaurant, coffee
shop, etc
Wai ng in line, wa ng for
an appointment
At home
23% 22%
Traveling
22%
21%
16%
Visi ng family members,
friends,or colleagues at
their homes
(A) (B) (C) indicate its group has a smaller value than the group where it appears, and the difference is statistically
significant at the 95% confidence level; (A) Tires (B) Services (C) Parts
Source: When you were using these devices to look for information, were you … ? BASE: Use at 1+ location: Tires (n: computer= 254, smartphone= 199, tablet= 138)Services
(n: computer= 186, smartphone= 154, tablet= 98) Parts (n: computer= 252 smartphone= 192 tablet= 117)
“On the spot” research
1 in 4 tire buyers do research at the purchase location
Research on Showroom, Store,
Garage
19%
10%
12%
25%
18%
27%
15%
17%
14%
Tires
Repairs/Services
Parts/Accessories
Source: When you were using these devices to look for information, were you … ? BASE: Use at 1+ location: Tires (n: computer=245, smartphone= 199 tablet= 138 Services (n:
computer=186, smartphone= 154, tablet= 98) Parts (n: computer= 252, smartphone= 192 tablet= 116)
Process
Search
Use of search engines
More than half ASM buyers use online sources for research
Tire Buyers
Service Buyers
(B)
(B)
66%
(B)
55%
Use Online sources
for Research
Tires
Repairs/Services
Parts Buyers
Use Online Sources
for Research
Parts/Accessories
Source: Which of these activities did you do on these devices?
BASE: ASM buyers: Tires (n= 335), Services (n= 333), Parts (n= 334)
72%
(B)
Use Online Sources
For Research
* Use search engines as a source or as a gateway to other online sources
Process
Video
Use of video sites for auto research
Tires
Repairs/Services
Parts/Accessories
*
YouTube is the most famous site for auto
research
Top Video Sites for Watching Auto Videos
73% 73%
68%
68%
73%
73%
YouTube
33%
19%21%
15% 16%
*Google+ figures may be inflated due to association with general Google+ brand
Source: Which of these activities did you do on these devices? BASE: Watched videos: Tires (n= 102), Services (n= 68), Parts (n= 72)
5%
9%
8%
13%
7%7%
2%
Tire
manufacturer
sites
Search
engines
6%
7%
2%
Tire/auto store
sites
Use of video sites for auto research
YouTube is gaining popularity as a site for research
+10pp
58%
use61%
YouTube
67%
2013
+12pp
+6pp
68%
use73%
YouTube
73%
2014
Use YouTube
*Google+ figures may be inflated due to association with general Google+ brand
Source: Which of these activities did you do on these devices? BASE: Watched videos: 2013, Tires (n= 81), Services (n= 64), Parts (n= 80) and 2014 Tires (n= 102), Services
(n= 68), Parts (n= 72)
Types of online auto videos
1 out of 2 service buyers watch educational videos
Watch Educational videos
Description of Auto Videos*
37%
40%
Videos of individuals giving their review/opinion
29%
54%
40%
Source: What types of online videos did you watch while shopping for …?
BASE: Watched videos: Tires (n= 102), Services (n= 68), Parts (n= 72)
44%
33%
0%
0%
29%
Educa onal videos
40%
27%
26%
Online versions of TV commercials
54%
32%
24%
20%
22%
Email marke ng videos
Video tour of a vehicle service center or re
* If data not shown, answer choice was not presented
36%
Videos highligh ng a par cular brand/manufacturer
Videos comparing two or more res
46%
14%
Tires
Repairs/Services
Parts/Accessories
Videos on social and/or video sites
More than 3 in 5 use social/video sites as a platform to watch videos
41%
36%
29%
21%
14%
8%
19%
Source: How did you find or hear about the videos you watched online? BASE: Watched videos: Tires (n= 102), Services (n= 68), Parts (n= 72)
Think about the videos you watched on social and/or video sites. Were these videos posted ...? BASE: Watched videos on social/video site: Tires (n= 49), Services (n= 38),
Parts (n= 50)
em
ai
ll
via
Re
cie
ve
w
an
te
d
to
e
15%
an
d
re
/p
ar
ts
ad
sf
Sa
w
th
en
in
TV
fo
un
d
nt
ly
rte
In
ad
ve
r/
m
ag
az
in
or
sw
hi
le
sp
ap
e
Iw
as
by
vid
eo
au
to
Re
c
om
m
en
de
d
sh
ar
e
16%16%16%
vi s
i
de
al
er
a
w
ith
m
en
gin
h
Fr
ie
nd
ar
c
se
a
21%
ng
16%
11%
e
e
s
sit
e
eo
ia
l/v
id
so
c
eo
so
vid
nd
28%
24%
Ne
w
25%
14%
2013
Tires
Repairs/Services
Parts/Accessories
36%
29%
Fo
u
2014
Watch Videos on
Social and/or Video
Sites
57%
on
+7pp
69%
66%
h
+7pp
57%
66%
69%
rc
-3pp
Se
a
60%
59%
62%
Pages, Feeds or Channels
Where Videos are Hosted
Influence of auto videos
Almost 7 out of 10 give a positive feedback about online auto videos
Have a Positive Perception
of Online Auto Videos
2013
2014
79%
81%
Convenient
65%
-4pp
63%
61%
69%
67%
63%
Wish there were more
61%
+7pp
68%
Good quality
65%
+4pp
69%
64%
61%
60%
64%
63%
Easy to find
56%
Source: How much do you agree or disagree with each of these statements about the online videos you watched to learn about …?
BASE: Watched videos: Tires (n= 81), Services (n= 64), Parts (n= 80)
(Top 2 box scores on 5-point “Agree” scale)
Tires
Repairs/Services
Parts/Accessories
Influence of auto videos
Tires
Repairs/Services
Parts/Accessories
More than half say videos have a positive impact on decision
Say Online Auto Videos Have a
Positive Impact on Decision
Have a Positive Brand Impact
of Online Auto Videos
67%
64%62%
63%
56%56%
66%
60%62%
66%68%
59%
62%62%
55%
55%55%54%
50%
47%
40%
56%
54%
65%
Complement the Help stay in touch Help to get
informa on with the brand/ answers to
service center I ques ons
like
Source: How much do you agree or disagree with each of these statements about the online videos you watched to learn about …?
BASE: Watched videos: Tires (n= 170), Services (n= 126), Parts (n= 158)
(Top 2 box scores on 5-point “Agree” scale)
Easy to ifind
Awareness of More confident More fun to shop
new brands with the decision
taken
Why not watch auto videos?
Creditworthiness & Unawareness of auto videos
Reasons for Not Watching Videos
34%
40%
36%
28%
26%
34%
28%
26%
15%
15%
5% 6%
d
to
lt
Di
ffi
cu
to
low
To
os
fin
loa
d
g
5% 4% 5%
ol
on
To
va
nt
ele
tr
No
11%10%
8%
No
tc
re
d
ibl
e
/t r
us
tw
o
Not Credible/Trustworthy
Un
aw
ar
e
rth
y
11% 11%
7%
Source: Which of these activities did you do on these devices??
BASE: Did not watch videos: Tires (n= 233), Services (n= 265), Parts (n= 262)
Tires
Repairs/Services
Parts/Accessories
Purchase
Purchase channel
Less buyers purchase in person and more use compute and/or smartphone
Method for Purchasing /Scheduling
(Tires, Service, Parts)
58%
In-person
6%
Computer
66%
27%
13%
32%
10%
2%
3%
Smartphone 2%
4%
3%
4%
1%
1%
1%
Repairs/Services
16%
7%
19%
12%
Phone
Tires
57%
56%
11%
8%
Tablet
78%
1%
1%
1%
Parts/Accessories
Source: Which of these activities did you do on these devices?
BASE: ASM buyers: Tires (n= 335), Services (n= 333), Parts (n= 334)
31%
70%
In-person purchase location
Tires
Repairs/Services
Parts/Accessories
Garage/service center is the most popular place of scheduling tires, services & parts
Place of Purchase/Scheduling
(Tires Service, Parts)
60% 60%
50%
53%
32%
46%
40%
25%
28%
25%
22%
23%
16% 16%
12% 11%
12%
9%
8%
9%
9%
6%
Tyres
Services
Garage/service center
Parts
Tyres
Services
Tire/auto service center
Which one of the following best describes where you purchased …?
BASE: Purchased in-person: Tires (n= 233), Services (n= 191), Parts (n= 187)
Parts
Tyres
8%
5%
Services
Mass merchandiser/retailer
Parts
Tyres
Services
Dealership
Parts
Why not buy online?
Buyers are willing to talk to a mechanic and see in person before purchasing it
Top Reasons for Not Purchasing Online*
58%
35%
no
t
ou
ld
rc
no
tb
oo
ka
se
on
lin
ha
se
nt
e
ul
d
a
ce
vic
e
Se
r
e
m
ak
rv
ic e
e
9% 10% 11%
0%
0% 0%
in
g
ta
fo
r
om
tc
22%
pu
rc
bl
e
in
m
pr
ed
ov
id
ia
t
el
y
th
e
ed
su
re
ak
e
m
to
an
t
W
Source: Why did you shop online but purchase in person?
BASE: Purchased/booked in-person and used at least one online source: Tires (n= 163), Services (n= 101), Parts (n= 122)
13%
0%
Ne
n
rs
o
pe
in
se
e
o
an
tt
W
th
at
be
f
or
ni
c/
ec
ha
am
o
kt
ta
l
o
W
an
tt
Tires
Repairs/Services
Parts/Accessories
* If data not shown, answer choice was not presented
0%
e
0%
No
Shop Online but
Purchase In-Person
14%
Co
14%
26%
19%
7%
0% 0%
co
nf
i rm
27%
24%
no
t
33%
Co
ul
d
38%
Why buy online?
Price, time and flexibility are the main reasons for purchasing online
Top Reasons for Purchasing Online*
Be er prices
Saves me
32%
23%
31%
Shop anyy me
Tires
Repairs/Services
Parts/Accessories
* If data not shown, answer choice was not presented
38%
37%
37%
Faster
Be er selec on
35%
26%
22%
Source: Why did you shop online?
BASE: Purchased online and used at least one online source Tires (n= 67), Services (n= 35), Parts (n= 100)
34%
32%
30%
29%
32%
36%
Thank you