2 The modern carshopper journey is a road trip not a commute Todays car shopping journey is dynamic digital and consumerdriven CDK Digital Marketing Auto Shoppers Use Multiple Sources of Information to Help Guide Their ID: 669924
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Slide1
Why KBB.com?
(widescreen format)Slide2
2
|
“The modern car-shopper journey is a road trip, not a commute… Today’s car shopping journey is dynamic, digital, and consumer-driven
.”
-
CDK Digital MarketingSlide3
Auto Shoppers Use Multiple Sources of Information to Help Guide Their Purchase1: Automotive Industry Digital Marketing Survey. 2013. Accenture.
http
://
www.accenture.com/us-en/landing-pages/Pages/autodigital.aspx
3
|
90%
of car shoppers in the U.S. visit at least six websites before buying a vehicle
1
1 in 3 car shoppers in the U.S. browse more than 20 websites
1Slide4
Auto Shoppers Are Spending More Time Researching Vehicles Online
Source: 2015 IHS Automotive Buyer Influence Study, in partnership with
Autotrader
Q: How much total time did you spend researching information on the new/used vehicle you recently purchased
?
4
|
14h 48m
12h 36m
14h 24m
15h 24m
12h 36m
14h 54m
16h 42m
13h 0m
16h 0mSlide5
Third-party Sites Are the Top Online Source for All Internet Shoppers
Source: 2015 IHS Automotive Buyer Influence Study, in partnership with
Autotrader
Q: You mentioned using the Internet while shopping for your vehicle. Please tell me if you used any of the following websites?
Base: All online
buyers
5
|Slide6
Shoppers See Third-party Sites as the Most Useful…
Among New Car shoppers, however, OEM sites are closing the gap
Source: 2015 IHS Automotive Buyer Influence Study, in partnership with Autotrader
Q: Of all the websites you visited while shopping, which one did you find to be the most useful?
Base: Internet Car Shoppers
6
|
New Buyers
Used Buyers
Of all the websites you visited while shopping, which one did you find most useful?Slide7
....Especially for Vehicle Valuations and PricingOEM sites are used for comparisons and dealer sites for listings/quotes
Source: 2015 IHS Automotive Buyer Influence Study, in partnership with
Autotrader
Q: Which of the following types of websites did you use to [insert each task]?
Base: Respondents who used the Internet while shopping OEM, Dealer or third-party
sites
7|
OEM Sites
Dealer Sites
3
rd
-Party Sites
Which of the following websites did you use to….Slide8
75% of Time Spent Researching is OnlineAlmost half of that time is spent on third-party sites
Average time spent on KBB.com is 1h 30m, more than any other 3
rd
-party site
12h
30m
5h
36m
Source: 2015 IHS Automotive Buyer Influence Study, in partnership with
Autotrader
Q: How much total time did you spend researching information on the new/used vehicle you recently purchased?
Q: What percentage of time researching did you allocate to each website
Base: Internet car shoppersSlide9
Top Reasons for Internet Research Align with Top Activities on KBB.com
Source: 2015 IHS Automotive Buyer Influence Study, in partnership with
Autotrader
1. Q: Which of the following are primary reasons you used the Internet when shopping for your [insert make and model]?
2. Q: For each of the websites you used that are shown below, please indicate which you used to [insert each task]?
Base:
KBB.com
visitors
9
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Top 3 Activities on KBB.com
2Slide10
KBB.com Is the Top Online Source Among New and Used Car Buyers
Source: 2015 IHS Automotive Buyer Influence Study, in partnership with
Autotrader
Q: You mentioned using the Internet while shopping for your vehicle. Please tell me if you used any of the following websites?
Base:
New car purchasers who used the Internet while shopping for vehicle, Used car purchasers who used the Internet while shopping for vehicle
10
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4 in 10
*NEW* car shoppers use Kelley Blue Book
6 in 10
*USED* car shoppers use Kelley Blue
BookSlide11
Expert
Reviews Generate the Most Significant Lift in New Automobile Purchase Consideration
Source: “The Role of Content in the Consumer Decision Making Process.” March 2014. Nielsen.
http://go.inpwrd.com/nielsens-role-of-content-study
Expert content also drives the highest lift in automobile purchase consideration
11
|Slide12
KBB.com Serves Valuable Content for The "Typical" Car Buyer
Source: KBB.com Editorial
12
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Latest
News
Buyer’s Guides
Editor’s Pages
10
Best Lists
New Vehicle Reviews
Awards
KBB Editorial Content provides every bit of info necessary to make an intelligent car-purchase decisionSlide13
KBB.com Produces Full Expert Reviews Every Year, Covering Nearly Every Car, Truck, SUV, and Van
Source: KBB.com
Editorial
13
|
304
Full New-Car ReviewsSlide14
KBB.com Influences the Full Car Buying SpectrumAwards and “Top 10 Lists” generated by Kelley Blue Book are held in high
regard
14
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KBB.com’s reputation for
trustworthiness
and
impartiality
are two key reasons that our awards are acclaimed across the industry
KBB.com Editor-created
Top 10 Lists
Among the most quoted and most used accolades in the industry
KBB.com
AWARDS
Among the industry’s most quoted and valued awardsSlide15
Car shopping is done anytime, anywhere
15
|Slide16
Mobile Device Usage Continues to Increase as Desktop/Laptop Usage Decreases Smartphones have surpassed tablets in usage
Source: 2015 IHS Automotive Buyer Influence Study, in partnership with
Autotrader
Q: Prior to purchasing your vehicle, which of the following devices did you use to access automotive information, either through the Internet or by using a mobile device?
Base: Buyers who used the Internet while
shopping
16
|Slide17
Multi-device Usage Has Increased to 42% of Internet Shoppers
Source: 2015 IHS Automotive Buyer Influence Study, in partnership with
Autotrader
Q: Prior to purchasing your vehicle, which of the following devices did you use to access automotive information, either through the Internet or by using a mobile device?
Base: Buyers who used the Internet while
shopping
17
|Slide18
The Majority of Smartphone Shoppers Use Their Device at the Dealership
1 in 4 tablet shoppers use their devices on lots
Source: 2015 IHS Automotive Buyer Influence Study, in partnership with
Autotrader
Q: Prior to purchasing your vehicle, which of the following devices did you use to access automotive information, either through the Internet or by using a mobile device?
Base: Buyers who used the Internet while
shopping
18
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65%
25%Slide19
Multi-device Usage Is Projected to Reach 80% in 2020Total population will catch up to millennials by 2018
Source: Cox Automotive Marketing Analytics
Forecast
19
|
80%Slide20
Time Spent on Mobile Devices Is Almost Evenly Split Between Smartphone and TabletSource: 2015 IHS Automotive Buyer Influence Study, in partnership with
Autotrader
Q: What percentage of time researching did you allocate to each source
?
20
|Slide21
1: KBB Web Analytics (All Platforms – monthly average for the full year 2014)
2:
2015 IHS/AutoTrader.com Automotive Buyer Influence Study
Base: New Buyers (953), Used Buyers (691)
21
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Over 18M
Unique Visitors Every Month
1
KBB.COM IS
THE MOST USED 3
RD
PARTY SITE
AMONG NEW AND USED VEHICLE BUYERS
2Slide22
KBB.com Reaches Millions of In-Market Shoppers Every MonthMobile and tablet continue to grow
Source: KBB.com Site Data Monthly Average (
Omniture
SiteCatalyst
), Visits Monthly Average Actuals
Jan 2010 – Mar 2016.
22
|Slide23
For nearly 90 years, KBB.com has been The Trusted Resource® for pricing and valuation information
1: KBB.com
received the highest numerical Equity Score among Online Auto Shopping brands included in the 2014 Harris Poll
EquiTrend
® Study. Please go to www.B2B.KBB.com for further details.
2: Google Insights.
http://www.google.com/trends/ Annual Search Terms for Vehicle Shopping (2015 YTD is Jan-Apr). Note: spellings are auto-crrected
effective 2012.
23
|
Harris Poll’s
Online Auto Shopping
BRAND OF THE YEAR
for 4 consecutive years
1
!
MOST SEARCHED
vehicle shopping brand
on Google year after year
2Slide24
KBB.com Shoppers Are More EngagedMore time spent and pages viewed than our competitors
1:
ComScore Media Metrix – January
2015
(Multi-Platform)
2: KBB.com Omniture – 2014 Annual Research Share (mobile excluded)
24
|
5.9
minutes
per
visit
1
8.5
pages
per
visit
1
83%
of KBB.com users are engaged in research
activities2Slide25
Returning shoppers are just entering the purchase path and are…
Checking their current vehicle value on the Owners Homepage
76% of visits to the Owners Homepage originated from an organic search or direct visit
1
Further away from purchase
70% of surveyed visitors to the Owners Homepage indicated they were more than 3 months away from purchase
2KBB.com
Is the First Destination for Shoppers Returning to the Market1: Kelley Blue Book Web Analytics. Visits to Owners Section for the full year of 2014.
2:
KBB.com
Combined User Profile
2014
25
|Slide26
Which Also Makes the KBB.com Audience Pre-Qualified Shoppers
1
:
KBB.com Combined User Profile 2014
26
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Actively determining what they can afford
Preparing for transaction
Engaging in research activities
3+ months away from purchase
1Slide27
KBB.com Owners Homepage Is the Hub for Pre-Qualified Auto Shoppers
1: Kelley Blue Book Web Analytics. Visits to Owners Trade-In VDP for the full year of 2014.
2
:
Omniture Site Catalyst. Jan-Mar ’15
3: Kelley Blue Book Web Analytics. Q1
2015
27|
98
MILLION
Trade-In Reports
1
(74.5 million on Desktop, 23.7 million on Mobile)
More people use KBB.com to determine trade-in values than all other sources
combined
4
75
%
of KBB.com users visiting both new car & owners pricing pages
visited an Owners Value Page first
3
conversion rate from Owners Homepage to Owners Trade-In Value Page
3
89
%
checking their current car value visited
both
trade-in and private party values
2
37
%
4:
2015 IHS Automotive Buyer Influence Study, in partnership with
Autotrader
Q: By the way, did you trade in your vehicle?
Q: What sources did you use to determine the trade-in value?Slide28
Our DemographicsSlide29
Our Users – Gender & Age
2015
comScore Media
Metrix
(entire digital population) Report for Kelley Blue Book (% Composition Unique Visitors
Mar 2015)
29
|Slide30
Our Users – Household Income
2015
comScore Media
Metrix
(entire digital population) Report for Kelley Blue Book (% Composition Unique Visitors
Mar 2015)
30
|Slide31
Our Users – Education
2015
comScore
Plan
Metrix
Report (entire digital population) for Kelley Blue Book (% Composition Unique Visitors Mar 2015)
31
|Slide32
Our media coverageSlide33
KBB.com Leads the Pack in Media CoverageAmongst major competitors, KBB.com had the most press coverage and the highest reach
Source:
Porter
Novelli
Q1 2015 PR Competitor Share of Coverage
33
|Slide34
KBB.com’s Top Tier Media Coverage Every Month
34
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EXPERT ANALYSIS AND COMMENTARY FROM OUR TOP INDUSTRY EXPERTS
ALWAYS IN THE NEWSSlide35
Our Robust Media Campaign Keeps KBB.com Top of Mind and Relevant to Vehicle Shoppers*Expected, not actual
35
|
Reaching more than 120M adults in the U.S.
*
9 out of 10 adults in the U.S. will see our
commercials
*
Adults will see our commercials more than 25 times
*
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