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Auto Consumer Behavior in the Digital World

Auto Consumer Behavior in the Digital World. Marcus Hodgkinson. Digital overview. Auto websites. The big picture. 2018 visits to auto brand websites. . . Global. EU Big 5*. Turkey. 6.43bn. 1.27bn. 0.19bn. (*) EU Big 5: France, Germany, Italy, Spain and UK.

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Auto Consumer Behavior in the Digital World

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  1. Auto Consumer Behavior in the Digital World Marcus Hodgkinson

  2. Digital overview Auto websites

  3. The big picture 2018 visits to auto brand websites   Global EU Big 5* Turkey 6.43bn 1.27bn 0.19bn (*) EU Big 5: France, Germany, Italy, Spain and UK

  4. Global auto digital brand leaders - overview Top brands by website visits 2018 within each world region North America South America Central Asia Turkey Europe Asia Pacific Africa China

  5. Digital Automotive KPIs 2018 Sophus3 automotive marketing KPIs EU Big 5

  6. Website visits trend Evolution of traffic to automotive brand sites. Turkish auto website visits 2010-2018

  7. Product Choice What are consumers interested in?

  8. Brand choice Visits to Turkish auto brand websites 2018

  9. Segment choice Visits by vehicle segment, 2018, Turkey and EU5

  10. Website Behaviour The Consumer Journey

  11. Visit metrics Turkey and EU Big 5 2018   

  12. Device type use 2018, Turkey and EU5       Turkey EU5

  13. Attribution 2018, Turkey and EU5 EU5

  14. Weekly visits pattern Distribution of visits throughout the week, 2018, Turkey and EU5

  15. Daily visits pattern Distribution of visits throughout the day, 2018, Turkey and EU5

  16. Funnel benchmark Percentage of visits reaching lower into the funnel, 2018, Turkey and EU5 • Visitors will complete a lead form, visit a dealership and buy a car • 1:4000 • 1:1000

  17. 17% Dealer site 6 brands considered 21% of visitors only consider one brand 81% of visitors do not return with 3 months 0.3% of visitors at any one time will buy a car within 3 months The average consumer journey Cross site visits of digital car consumers  •  • Brand site   79% Competitor 33% Auto publisher  50% Social media auto content

  18. 29% Dealer site 2.5 brands considered 59% of visitors only consider one brand 80% of visitors return within 1 months 3% of visitors at any one time will buy a car within 3 months The in-market consumer journey Cross site visits of digital car consumers in the final 2 weeks before purchasing a car  •  • Brand site   53% Auto publisher 41% Competitor  50% Social media auto content

  19. 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 Digital segmentation Cater for enthusiasts

  20. Electric vehicle (EV) visits Consumers are beginning to show interest in the EU5 markets Increased Visits to EVs More willing to Engage Increased Time spent on EVs 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

  21. 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 57% of visits occur between outside of business hours 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 Conclusions Data insights

  22. Future Threats Threats and opportunities

  23. Loss of passion Lessons from the motorcycle industry • Where would you prefer to “hang out”?

  24. Changing perspective of the car ownership Mobile phone vs car, UK Example £99 a month £90 a month £90 a month iPhone XS Max Dacia Duster Hyundai i10

  25. 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 Digital direct sales models A mixed bag

  26. 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

  27. Autonomous driving New challenges and opportunities for dealers Aracınızın benim aracımı neden çektiğine dair bilginiz var mı?

  28. Marcus Hodgkinson Chairman Sophus3 marcus.hodgkinson@sophus3.com Teşekkűrler

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