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Where’d My Car Buyers Go?
How Mobile Shoppers Make Purchase Decisions.Presented by:
WELCOME
Jim Treece
News Editor
Automotive News
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4
How mobile shoppers make purchase decisions.
Presenter: Jason Jewert
Where’d My Buyers Go?
5
Mobile is fueling modern shopper
expectations. Millennials are
leading the way.
6
77% of Americans Have a Smartphone
Sources: Mary Meeker Internet Trends Report and Pew Research, January, 2017
Sm
art
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one
Su
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tio
n P
en
etr
ation (
%)
7
87% of U.S. Millennials Say Their Smartphone
Never Leaves Their Side
Source: Mary Meeker Internet Trends Report, May 27, 2015
8
First Generation of
Digital Natives –
Millennials are Trend
Setters. They Influence
ALL Consumers.
9
Millennials Want Convenience and Flexibility
They want to be able to make
purchases, use social media,
chat with friends, do online
research and pay for products
– on their mobile devices.
Source: Forbes 2017: How Millennials are changing retail patterns
10
Buying a Car Should Be as Easy as Buying a Coffee
71% of car buyers use
mobile during the
purchase process*
*Source: Facebook: Under the Hood: Mobile-First Auto Consumers – January, 2016
**Source: Google/TNS Global Auto Shopper Study, 2015
***Source: Google Drive to Decide, 2016
50% of car buyers would
consider an online purchase,
either now or in the future***
40% of the time consumers
spend shopping for a car is now
conducted on a mobile device**
Mobile devices change purchase behavior and drive
consumers to expect convenience.
11
Mobile is Fueling Faster Purchase Decisions
Amount of time needed to collect information,
from start to final purchase
within 2 months within 3 months more than 3 months
Source: Google Drive to Decide, 2016
12
How are you finding
mobile car buyers?
13
Search is Where Most Research Begins
Online research starts with:
***Source: Google, February, 2017
Search engines
Dealer websites
Manufacturer websites
Vehicle review sites
Comparison websites
Source: Google Drive to Decide, 2016 70% of all automotive queries on Google
come from a mobile device.***
32%
14%
14%
14%
7%
14
What Makes Paid Search More Effective?
Think mobile first
Source: Google Trends and Best Practices 2017
o Keep your Google My Business info up to date
o Stay on top of your reviews
o Connect your Google My Business and
AdWords accounts
o Enable click to call, text and chat
o Include offers in ad copy
o Use expanded text ads
o Use site links
15
Reach More Mobile Buyers with Facebook and Instagram
20%of their mobile minutes
on Facebook &
Instagram.
Source: ComScore Key Measures
and Mobile Metrix US
Every day,
people spend
16Source: Fluent, Marketing to Millennials, 2016
Facebook is the Top Social Network For All Generations
17
Facebook and Instagram Engage More Millennials
More than any other social media network – by far!
Digital Audience Penetration of Leading Social Networks – Age 18-34
Source: KPCB Internet Trends, 2016
% Reach Among 18-34
18
Streaming Video is the New TV
Over half of online video is consumed on mobile devices
Sources: The Media Briefing 2016 & eMarketer 2016
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Car Buyers Watch Streaming Video
97% take action after watching a video
watched videos Researched more online
Searched a dealership’s inventory
Visited a dealership
40%
42%
46%
Actions taken after watching video
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Maximize Your Mobile Advertising Effectiveness
Of advertisers plan to
scale back or eliminate
TV spend.
Source: Borrell Research April 30, 2016
o Think mobile first with paid search
o Reach mobile buyers on Facebook
and Instagram
o Advertise in apps
o Shift ad budget from TV to streaming video
o Optimize across channels in real time to
drive results
o Bid more for “likely buyers”
21
You invest a lot in
advertising. How do
you drive conversion
when shoppers land
on your website?
22
Consumers Use Mobile to Find Dealer Information
of users conducted
a dealer-related
action
Source: Google Top Automotive Trends 2016
Viewed current offers
Compared features
Located a dealership
Viewed images
Searched dealer inventory
Looked for promotions/coupons
Called a dealership
Requested a quote
Contacted dealer other than calling
Read dealer reviews/ratings
39%
37%
35%
33%
32%
32%
32%
28%
28%
28%
23
More Consumers Rely Exclusively on Mobile
Future trends indicate shopping on multiple devices will continue to grow, while
desktop/laptop only users will continue to decline
0
5
10
15
20
25
30
35
40
45
2015 2016 2017 2018 2019 2020
Mobile Only
Desktop/Laptop Only
Source: eMarketer, Aug 2016: Internet Users by device, in millions
81%Dual desktop/laptop and
mobile internet users
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How is Google Responding?
To make our results more useful, we’ve begun experiments to make our
index mobile-first. Although our search index will continue to be a single
index of websites and apps, our algorithms will eventually primarily use the
mobile version of a site’s content to rank pages from that site, to
understand structured data, and to show snippets from those pages in our
results. Of course, while our index will be built from mobile documents,
we’re going to continue to build a great search experience for all users,
whether they come from mobile or desktop devices.
Source: Google Webmaster Central Blog, 11/4/2016
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Are You Set Up For Success?
Source: Google Developer Guidelines
o Design with a mobile first strategy
o Utilize responsive design that changes
based on the size and capabilities of the
user’s device
o Ensure the content on your site is the
same regardless of device type
o Don't make users pinch-to-zoom to see
content and images
o Ensure site search results are relevant
o Keep calls to action front and center
26
Inventory and SEO
SEO schema is important for inventory engagement on search engines
o Google’s goal is to present a unique search result view to each person
searching
o Customizing the page title and description search result based on the
keywords used is the search
o To process information quickly, Google has said that websites should
present information in “structured data with schema”.
o Make sure your provider is using structured data schema markup to ensure
relevant SEO results for model specific searches
27
Inventory and SEO
Organic
Organic
Third Party
o Search on a mobile
device for 2017 Lexus
CT 200h Woodland
Hills CA
o Results return model
specific results on
page 1
o Ahead of listings from
3rd parties
o Results link to a
dealer VDP
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Enable Decision Making on Mobile
o Real photos with more interior shots
o Unbiased news and reviews
o Clear, honest pricing from ethical
dealerships
o Opportunity: Only 58% of mobile websites
analyzed included actual photos
Source:Jumpstart/Ipsos Car Buyer Research, June, 2016 /:
Research found that consumers are looking for authenticity and “realness”
29
Website Content Changes
Make edits with mobile in mind
This example shows an editor with the ability to toggle between desktop and mobile.
o Google looks for content based on
mobile device to determine
indexing and ranking
o Responsive solution to allow
building Mobile First pages
o Utilize tools that allow you to view
changes to your website in both
mobile and desktop views
o Easily visualize the mobile
experience
30
Ensure Your Website Includes
o Responsive design that allows for the same content across all device types
o Google-friendly, mobile first dynamic content structure
o Design that provides a great experience for mobile users and makes it easy
for them to complete their desired tasks
o Appropriate font size and scaling, no pinch and zoom
o Ability to design pages with a mobile view
31
Moving Customers through
the Sales Process Online
32
17 out of
4,002prefer the current car
buying process, as is.
33
34
35
Change in Automotive Retail Is Driven by Technology
The impact Amazon vehicles could have in digital
auto retail (Oct. 2016)
“Those guys have been doing e-commerce … and this is one of their
first steps into automotive. I would definitely say the door is open
for them to move into more transactional offerings outside
of just the reviews.”
Amazon will let Italians buy Fiat cars with a click
(Nov. 2016)
“Amazon is partnering with Fiat to let Italian motorists buy the
500, 500L and Panda on the web at discounts up to 33 percent
greater than seen at retail.”
Another batch of Silicon Valley startups takes on
car retailing (March 2016)
“Silicon Valley has come back to the dream of e-commerce for cars
with a vengeance. According to CrunchBase, a website that tracks
startup funding, four online marketplaces for used cars – Carvana,
Shift and Vroom – have raised $530 million
since 2013.”
36
Automotive Retail is Not Immune to These Changes
Consumer expectations are changing
faster than anyone thought…
Transportation is not only rooted in
“owning” a car anymore
Experiences trump ownership with
Millennial generation
37
38
4 Millioncars and trucks
purchased by
Millennials in 2015.
Source: JD Power, Power Information Network
39
86%will choose a
dealership with Buy
Online features over
one without them.
40
41
21%of Americans would
purchase a car
completely online.
42
What You Can Learn From Amazon
43
eCommerce Pilot Performance
Engagement is building and dealers are making money!
Ecommerce monthly
visitors since August (with relatively flat website
traffic)
5x
Of VDP views from
ecommerce shopperseven though they account
for 9.5% of shoppers total.
28%
Inventory searches
per ecommerce
Shopper in January All shoppers did 2.12
5.2
Times ecommerce
users visit dealer site All shoppers visited 1.05
times.
2.05Avg. time in
ecommerce tools Versus 3:57 spend on
websites.
7:23
*Based on pilot
Higher Gross per leadat ecommerce pilot dealers.
Compared to other internet
leads
82%
44
No Matter What You Do, Remember This:
o Millennials are influencing consumer shopping behavior
o Mobile First: Just like Google, tailor the experience to how customers are
shopping
o Evaluate e-commerce options. Just like Amazon. Do you have the tools
available on your website to help customers make a purchase?
o What’s different now? Consumers still want to come to see you, but what
will happen 5 years from now?
45
Thank you.
THANK YOU
The recorded webinar will be available for 12 months at www.autonews.com/powertraining.
You will receive an e-mail when it is available.
Email additional comments/questions to powertraining@autonews.com.