Automotive. U.S. Data Insights May Rebecca Brown. Allie Ellman. Senior Manager, Syndicated Client Insights

Transcription

1 Automotive U.S. Data Insights May 2017 Rebecca Brown Senior Manager, Syndicated Client Insights Allie Ellman Senior Analyst, Syndicated Client Insights For info about the proprietary technology used in comscore products, refer to

2 While car shoppers still buy cars at the dealership, the internet altered the process by flipping the purchase funnel. Pre Internet Consider MANY car models With Internet Consider 1-2 car models Time Several months long process Research various models in the library Visit dealerships Visit dealership again and again Buyer knows what they want before visiting dealership Consider additional models before final decision Look up reviews, stats and prices Visit the dealership spent shopping has been slashed by the internet Purchase Car at the dealership Purchase Car at the dealership comscore, Inc. Proprietary. 2

3 State of Automotive Sites 134 MM Online Americans visited automotive sites in March Million 96 Million The average person spends 28.3 minutes per month on auto sites. Auto resource sites reach 2.5X more people than auto manufacturer sites. Source: Media Metrix Multi-Platform Key Measures March 2017 comscore, Inc. Proprietary. 3

4 More people are visiting auto sites from mobile devices, yet desktop dominates the total minutes spent. Mobile auto content consumers first surpassed that of desktop in April Smartphone Web TIME SPENT ON AUTOMOTIVE SITES BY PLATFORM Smartphone App 23% Tablet Web 4% 5% 68% Desktop Due to the complexity of the research, consumers likely prefer desktop s LARGER SCREEN, TABBED BROWSERS and EASIER TO USE KEYBOARD when researching and designing cars. Source: Media Metrix Multi-Platform Media Trend April 2014-March 2017 & Mobile Metrix Key Measures March 2017 comscore, Inc. Proprietary. 4

5 With mobile minutes on the rise, auto advertisers need a multi-platform strategy. 1,400 1,200 1,000 Mobile Minutes in Millions Total Automotive +106% Mobile is important as it enables people to get information on the go when they need it, even as they shop in-person at the dealership or while watching TV. 800 Resource Sites Manufacturer Sites 0 Oct-2014 Feb-2015 Jun-2015 Oct-2015 Feb-2016 Jun-2016 Oct-2016 Feb-2017 While mobile time spent overall is increasing, seasonality affects linear growth. Auto resource sites continually account for ~87% of all mobile time spent with auto content. Source: Media Metrix Multi-Platform Media Trend April 2014-March 2017 comscore, Inc. Proprietary. 5

6 While average mobile minutes have nearly doubled in the last 2 years, it has not come at the expense of desktop. Average Minutes Per Visitor Per Month Automotive Sites March 2015 March 2016 March 2017 Have mobile minutes approached saturation? Or are people waiting for auto sites to optimize their site or app for mobile? +8.5% Generations Avg Mobile Min % Change 16 to 17 Millennials % +91% Gen X % Baby Boomers % Source: Media Metrix Multi-Platform Key Measures, Media Trend March 2015, March 2016, March 2017 comscore, Inc. Proprietary. 6

7 Consumers are slower to develop multi-platform habits for larger investment purchases that require an in-person visit. Unique Visitors by Platform For auto and real estate investments, the internet is for researching, not purchasing. Ultimately the majority of people use a single platform before heading into the dealership to buy. For more immediate value purchases, such as retail or travel, people have a higher propensity to search & buy across multiple platforms. 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 50% 21% 29% Desktop Only Users Multi-Platform Users Mobile Only Users 22% 47% 58% 59% 35% 19% 23% 18% 19% Source: Media Metrix Multi-Platform Key Measures March 2017 comscore, Inc. Proprietary. 7

8 Heavy Auto consumers are mostly male, affluent and heavy consumers of Retail, News and Business content. RETAIL NEWS BUSINESS 69% 71% 40% 60k+ 100k+ Also heavy consumers of Reaches 97% 25 visits per visitor 9 minutes per visit Reaches 87% 43 visits per visitor 6 minutes per visit Reaches 92% 22 visits per visitor 6 minutes per visit Source: Segment Metrix Consumer Target Profile, Key Measures March 2017 comscore, Inc. Proprietary. 8

9 Nearly 2/3 of very likely car buyers* to buy New versus Used. Vehicle Type Likely to Purchase 12% own a hybrid 30% very likely to buy one 17% have satellite radio 28% use Apple Music 25% have GPS 12% use Waze 22% own a Ford 8% own a Mazda 13% 38% 14% 25% 7% Sedan/Coupe SUV Luxury Van Pickup 39% 33% 4% 5% 17% < 1% own a hybrid 16% likely to buy one 46% have satellite radio 8% use Apple Music 35% have GPS 7% use Waze 38% own a Ford 9% own a Honda Source Plan Metrix Desktop + Mobile Key Measures March 2017 Consumer Target Profile 3-mo Average March 2017 *Very likely car buyer = Answered 5 (scale 1-5) when asked How likely are you to buy a new or used vehicle in the next 6 months? comscore, Inc. Proprietary. 9

10 Average Monthly Visits per Visitor Very likely car buyers* looking to purchase a new car do their research across both manufacturer and resource sites Repeat Visits AutoTrader has the largest in market audience 20% also visit Cargurus.com 14% also visit Cars.com 10% also visit General Motors Average Minutes per Visit Size of Bubble represents total desktop unique visitors (000) High engagement Source: Plan Metrix Desktop Key Measures March 2017, 3 mo. Average *Very likely car buyer = Answered 5 (scale 1-5) when asked How likely are you to buy a new or used vehicle in the next 6 months? comscore, Inc. Proprietary. 10

11 TV is still the dominant medium for auto manufacturer advertising, accounting for 86% of the $9 Billion spent in % 4% 4% 55% subscribe to a paid online video service. Over half sometimes stream TV shows online. Yet, 58% prefer watching Live TV. 3 in 4 have a TV in the same room as a computer. 4% Very likely car buyers* are connected and 3% 60% do NOT subscribe to ANY magazines. 60% have NOT read a Sunday paper in the last month. Yet, 99.8% get news updates from news & information sites on their phone. reachable through their multitude of screens. Source: Ad Metrix Advertiser 2016 Plan Metrix Desktop, Mobile Key Measures., Consumer Target Profile March 2017, March Mo Average *Very likely car buyer = Answered 5 (scale 1-5) when asked How likely are you to buy a new or used vehicle in the next 6 months? comscore, Inc. Proprietary. 11

12 Very likely car buyers* are connected to their social network, health conscious and are cultured in movies, music and art. Social People spend 8+ hours per month on mobile with Facebook Health 50% share opinions, 40% use social to read opinions ~ 1 in 4 manufacturer desktop display ads delivered on Facebook.com ½ always seek new ways to be healthier 61% sometimes check ingredients, 28% always do Lifestyle 65% more likely to attend 2-4 movies in a month Over 3x more likely to attend classical music/ballet/opera 66% more likely to attend concerts Source: Plan Metrix Consumer Target Profile, Key Measures March 2017, March mo Avg & Ad Metrix Advertiser *Very likely car buyer = Answered 5 (scale 1-5) when asked How likely are you to buy a new or used vehicle in the next 6 months? comscore, Inc. Proprietary. 12

13 Automotive Data Insight 2017 Key Takeaways The internet has flipped the purchase funnel for car buyers. Mobile has changed that further by making information accessible on the go. Still, more time is spent on Desktop. Automotive sites are consumed on both desktop and mobile, yet users tend to visit solely from one platform in the month. Heavy automotive site users are generally male, affluent and also heavy consumers of retail, news and business sites. Very likely car buyers looking to buy a new car are mostly interested in SUVs, Vans & Hybrids. They do their research across both manufacturer and resource sites. TV is still the dominant medium for auto manufacturer advertising despite very likely car buyers being reachable and connected through a multitude of screens. Very likely car buyers are connected to their social network, health conscious and cultured in movies, music & art. comscore, Inc. Proprietary. 13

14 If you have any questions or ideas for a future Data Insight, please reach out to your Client Insights contact. Data Included From: Media Metrix Multi-Platform Mobile Metrix Plan Metrix Segment Metrix Ad Metrix For info about the proprietary technology used in comscore products, refer to