Auto Consumer Behavior in the Digital World Marcus
Auto Consumer Behavior in the Digital World Marcus Hodgkinson MARCH 2019
Digital overview Auto websites
Auto Consumer Behavior in the Digital World The big picture 2018 visits to auto brand websites Global EU Big 5* Turkey 6. 43 bn 1. 27 bn 0. 19 bn (*) EU Big 5: France, Germany, Italy, Spain and UK sophus 3. com
Auto Consumer Behavior in the Digital World Global auto digital brand leaders - overview Top brands by website visits 2018 within each world region North America Central Asia Europe Turkey China South America Africa Asia Pacific sophus 3. com
Auto Consumer Behavior in the Digital World Digital Automotive KPIs 2018 Sophus 3 automotive marketing KPIs EU Big 5 Visits to car brand websites Average brand website visits for each car sold € � Car brand campaign spend Average marketing cost of each brand website visit Passenger Car sales Average marketing cost of each car sold 6. 4 bn 1. 3 bn 190 m 73 118 391 € 41 bn € 5. 2 bn € 55 m € 6. 4 € 0. 29 88 m 11 m 486, 000 € 465 € 472 € 113 sophus 3. com
Auto Consumer Behavior in the Digital World Website visits trend Evolution of traffic to automotive brand sites. Turkish auto website visits 2010 -2018 225, 000 200, 000 175, 000 150, 000 125, 000 100, 000 75, 000 50, 000 25, 000 0 2011 2012 2013 2014 2015 2016 2017 2018 sophus 3. com
Product Choice What are consumers interested in?
Auto Consumer Behavior in the Digital World Brand choice Visits to Turkish auto brand websites 2018 16, 000 14, 000 12, 000 10, 000 8, 000 6, 000 4, 000 2, 000 I IN M da az M hi its ub is EP M JE i zu k Su en tro Ci o lv Vo i ud A a Ki T A SE ia ac D a od Sk n sa is N W xh au l/V pe BM al l ta yo To Be s- de ce er M O nz at Fi on da H t ul na t Re ug eo i Pe nd a yu H ag Vo lk sw Fo rd en 0 sophus 3. com
Auto Consumer Behavior in the Digital World Segment choice Visits by vehicle segment, 2018, Turkey and EU 5 40% 35% 30% 25% 20% 15% 10% 5% 0% e. Car City Cars Superminis Compact exec Midsize Turkey 9 Midsize exec Large exec Luxury Sports SUV MPVs EU 5 sophus 3. com
Website Behaviour The Consumer Journey
Auto Consumer Behavior in the Digital World Visit metrics Turkey and EU Big 5 2018 BOUNCE RATE VISIT DURATION PAGES VIEWED Turkey 56%* 2 m 7 s 2. 8 EU 5 50%* 2 m 37 s 3. 5 sophus 3. com
Auto Consumer Behavior in the Digital World Device type use 2018, Turkey and EU 5 Turkey EU 5 64% 46% 32% 41% 4% 13% Mobile Desktop Tablet Turkey EU 5 sophus 3. com
Auto Consumer Behavior in the Digital World Attribution 2018, Turkey and EU 5 Turkey EU 5 Organic search 22% 24% Paid search 19% 23% Direct visits 31% 22% Display 20% 17% Referrals 5% 8% Social 3% 4% Email 0% 2% EU 5 sophus 3. com
Auto Consumer Behavior in the Digital World Weekly visits pattern Distribution of visits throughout the week, 2018, Turkey and EU 5 16. 5% 16. 0% 15. 5% 15. 0% 14. 5% 14. 0% 13. 5% 13. 0% 12. 5% Monday Tuesday Wednesday Thursday Turkey 14 Friday Saturday Sunday EU 5 sophus 3. com
Auto Consumer Behavior in the Digital World Daily visits pattern Distribution of visits throughout the day, 2018, Turkey and EU 5 8. 0% 7. 0% 6. 0% 5. 0% 4. 0% 3. 0% 2. 0% 1. 0% 0: 00 1: 00 2: 00 3: 00 4: 00 5: 00 6: 00 7: 00 8: 00 9: 00 10: 00 11: 00 12: 00 13: 00 14: 00 15: 00 16: 00 17: 00 18: 00 19: 00 20: 00 21: 00 22: 00 23: 00 Turkey 15 EU 5 sophus 3. com
Auto Consumer Behavior in the Digital World Funnel benchmark Percentage of visits reaching lower into the funnel, 2018, Turkey and EU 5 Visitors will complete a lead form, visit a dealership and buy a car EU 5 100% Visitors Model pages 40% 51% Configurator 7% 23% Dealer locator 2% 5% Brochure request 6% 4% 2% 3% 1: 4000 Turkey Lead 1: 1000 sophus 3. com
Auto Consumer Behavior in the Digital World The average consumer journey Cross site visits of digital car consumers 17% Dealer site 6 brands considered 21% of visitors only consider one brand 81% of visitors do not return with 3 months 33% Auto publisher 0. 3% of visitors at any one time will buy a car within 3 months Brand site 79% Competitor 50% Social media auto content sophus 3. com
Auto Consumer Behavior in the Digital World The in-market consumer journey Cross site visits of digital car consumers in the final 2 weeks before purchasing a car 29% Dealer site 2. 5 brands considered 59% of visitors only consider one brand 80% of visitors return within 1 months 53% Auto publisher 3% of visitors at any one time will buy a car within 3 months Brand site 41% Competitor 50% Social media auto content sophus 3. com
Auto Consumer Behavior in the Digital World Digital segmentation Cater for enthusiasts Affinity websites generate 33% more leads than the average Consider setting up many affinity sites with relevant content for enthusiasts offering “special deals” for each of these groups If each sales person can then also become an enthusiast in at least one of the segments you increase your chances to sell to the segment even more sophus 3. com
Auto Consumer Behavior in the Digital World Electric vehicle (EV) visits Consumers are beginning to show interest in the EU 5 markets Increased Visits to EVs Increased Time spent on EVs More willing to Engage Focussed on EVs Increase in digital consumer interest 2018 vs 2017 Visitors to EV pages spend 43% more time researching Visitors to EV pages are twice as likely to return and 65% more likely to complete a lead form Much less likely to cross shop non-EV models sophus 3. com
Auto Consumer Behavior in the Digital World Conclusions Data insights Turkish consumers are very interested in cars Conduct most of the buying research online Mainly use mobile phones to do so Consumers are becoming less patient – you have less than 3 minutes and 3 pages to engage! Once they leave the site they are only 19% likely to come back Consider investing in “many websites” catering for different interest groups EVs are coming. They offer greater opportunity to engage the consumer OEMs and their dealers need to become better at offering a the consumer a convenient route to purchase Consider Live Chat and Video Chat to engage the consumer more effectively 57% of visits occur between outside of business hours sophus 3. com
Future Threats and opportunities
Auto Consumer Behavior in the Digital World Loss of passion Lessons from the motorcycle industry Where would you prefer to “hang out”? sophus 3. com
Auto Consumer Behavior in the Digital World Changing perspective of the car ownership Mobile phone vs car, UK Example £ 99 £ 90 i. Phone XS Max Dacia Duster Hyundai i 10 a month sophus 3. com
Auto Consumer Behavior in the Digital World Digital direct sales models A mixed bag Tesla is closing half of its physical stores, focusing on a smaller number in “high-traffic locations” that will serve as “showcases and Tesla information centers” Polestar is offering new ownership models driven by digital interfaces Other OEMs are experimenting with digital direct sales models sophus 3. com
Auto Consumer Behavior in the Digital World Car ownership and mobility services Value chain disruption Digital consumers compare all their digital experiences to Amazon, Google, Instagram and Facebook Some of these are also looking at disrupting the auto industry sophus 3. com
Auto Consumer Behavior in the Digital World Autonomous driving New challenges and opportunities for dealers Aracınızın benim aracımı neden çektiğine dair bilginiz var mı? sophus 3. com
Teşekkűrler Marcus Hodgkinson Chairman Sophus 3 marcus. hodgkinson@sophus 3. com
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