Geschäftsmodell: Der digitale Autokäufer in Zahlen!

Wie sieht der typische digitale Autokäufer aus? Was treibt ihn an? Wie viele Marken berücksichtigt er? Hier sind die Antworten! Die komplette Studie gibt es hier.

2017: The Year in Numbers

• Traffic to car brand sites in the Big 5 markets saw the biggest increase since 2009 as the market continued to recover. (page 5)
• 1.3 billion visits were tracked during the year. (page 5)
• Visit to purchase touchpoints grew but ‘completions’, such as requesting a test drive, remain low: just 0.1% of visitors. (page 6)
• The research journey has shortened to 13.5 days between first visit to a site and test drive request. (page 6)
• The average number of brands a car buyer considers online has increased to nearly six. (page 6)
• The average visit lasts just 2min 50sec. (page 6)
• The majority of site visits – 59% – are made on a mobile device. (page 7)
• SUVs continue their powerful performance and interest levels suggest there is still room for the growth. (page 9)
• Online interest in electric vehicles increased notably during the year. (page 9)
• YouTube has huge potential as a digital channel, but is currently under-exploited by many brands. (page 10)
• Campaign activity grew in every market except the UK, with Renault again topping the spend table. (pages 11, 12)
• Vehicle registrations returned to near pre-crisis levels but, again, the UK saw a decline. (page 14)
• Volkswagen sold the most cars in the Big 5 markets but Toyota added the most units. (pages 16, 17)
• Diesel sales declined as alternative fuel vehicles (AFV) showed strong growth. (page 19)
• For every vehicle sold, 113 visits were made to a car brand website. (page 21)

2018: The Year Ahead

• Short-term activity by digital teams needs to take account of future disruption. (page 22)
• Online interest in electric vehicles is growing fast, but the EV buyer has different information needs. (page 23)
• Brands can pivot their PCP and other finance models to a Mobility as a Service offer. (page 24)
• Integrating finance and click-to-buy functionality helps future-proof car brands. (page 25)
• New retail formats can succeed with a strong digital component. (page 26)
• China is displacing the US as the leader in automotive and digital marketing innovation. (page 27)
• Driverless technology is only months away and will have the most disruptive impact on business models and brand propositions. (page 28)
• Brands should deal with short-term events while constantly reassessing their future strategy. (page 30)