11 US AIR Role-Social-Media

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2011 J.D. Power and Associates,The McGraw-Hill Companies, Inc.All Rights Reserved.

The Role of Social Media Recommendations in theOnline-Supported Purchase-Decision Process

Dave Howlett, Senior Director, Consumer Insights and Strategy,J.D. Power and Associates

Jerry Orban, Vice President of Business Development,VerticalScope Inc./AutoGuide.com

&


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What does your buying journey look like?


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And what sources do you consult?


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The Shopping Experience

The New Informed Purchase Decision

Yesterday Today


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The New Model


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Automotive Social Media User Survey

Objective

Provide insights into the role of social media among

automotive forum purchase intenders

ZMOT Purchase Intenders:

Plan to purchase in next 6 months


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U.S. Internet Automotive Landscape

Automotives reachis significant

US Internet

Audience216,006

100%

Source: comScore US Market August 2011

(UV 000s)

Total Auto Resource

71,184

33.0%

Total ManufacturerWeb Sites

22,625

10.5%


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Automotive Resource Web Sites

Forum communitiesreach 1 in 4 resource

visitorsUS

AutomotiveInternetAudience

71,814

100%Automotive ForumCommunities

17,891

25.1%

(UV 000s)

Source: comScore US Market August 2011


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AutoGuide.com User Survey

17 questions on purchase behavior

and social media use

n=1907 respondents

99% completion rate

conducted September 29 October 7

Methodology


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Intenders Group Profile

How likely are you to purchase a new vehicle inthe next 6 months?

N = 517 of 1907 respondents (27%)


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Intenders Social Engagement

Which statement best describes the type of

interaction you have when you visit various

automotive Web sites?

I like to share my views and

opinions about automotive topicsand products

I ask for opinions andrecommendations but don't express

my own thoughts very often

I just prefer to read what others haveto say and not get involved.

62%

27%

11%


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Intenders Top Social Shopping Activities

Which of the following online social shopping

activities do you engage in?

Visiting forums and reading posts

Reading blogs where products are discussed

Posting on forums/engaging in dialog

Liking a company or vehicle on Facebook

Posting on blogs and engaging in dialog

Getting an online referral from a friend

Following a company or vehicle on Twitter

97%

63%

79%

35%

32%

25%

13%

Passive Active


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Intenders Visitation Frequency

On average, how frequently have you visited the

following in the last 6 months?

Forums Facebook YouTube Expertreviews(Portals)

Manufacturersites

Twitter

81%

13%

4%

54%

18%

6%

31%

45%

17%

29%

22%

15%

12%

26%

36%

8%

7%

9%

Daily

Weekly

Monthly


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Intenders Source Reliability

How likely are you to rely on each of the

following when shopping for a vehicle?

Forums Expertreviews(Portals)

Manufacturersites

Twitter

Definitely

Very

Somewhat

26%

47%

27%

18%

46%

30%

16%

34%

30%

2%

9%

14%

Facebook YouTube

7%

15%

29%

7%

15%

23%


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Intenders Importance to Purchase Decision

How important do you think each of thefollowing would be in your personal automotivepurchase decisions?

Forums Expertreviews(Portals)

Manufacturersites

Twitter

Definitely

Very

Somewhat

2%7%

11%28%

44%

26%

21%

31%

20%

19%

35%

35%

Facebook YouTube

6%

11%

28%

7%

13%

24%


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Intenders Visitation, Reliability, Importance

YouTube Expertreviews(Portals)

Manufacturersites

Twitter

Daily Use

Most Reliable

Most Important

12%

16%

22%

2%8%

2%41%

7%

29%

18%

19%7%

Comparison of highest visitation, reliability andimportance ratings

Forums

81%

26%

28%

Facebook

54%

7%

6%


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Social Media Sources where Purchase Intentis expressed

n=92,069 Sept. 10 Sept. 11

Others

News: 2%

Professional Reviews: 2%

Comments: 1%

Consumer Reviews:


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Different sourcesdifferent contentdifferentuse cases

Topic Breadth

I have decided that my new car is either going to be a Honda CRV or

a BMW X3/5 - Would appreciate your thoughts either way?

I need advice...went car shopping....its between a silver durango (1 of

my fav cars) or a red ford explorer. i cant decide....if any1 has either

of these..mess me and tell me pros and cons pls!

We are in the market for a new

car, a more spacious vehicle like

the Ford Explorer Crossover.

Re: We had a Ford Explorerwhich had been nickle and diming

us for quite some time...we spend

thousands on new bearings

because "they just wear out

sometimes", among other things.

So we decided it was time for anew car. Our requirements: 1. it

had to seat 8 people so we could

take a whole other family with us if

we were driving somewhere (we

have 4 people, so apparently the

only families we can be friendswith have to have 4 people too ).

Tweet

Facebook Post

Forum Post

TopicD

epth


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And what sources do you consult?

11 US AIR Role-Social-Media

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