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Why KBB.com? (widescreen format) Why KBB.com? (widescreen format)

Why KBB.com? (widescreen format) - PowerPoint Presentation

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Uploaded On 2018-09-18

Why KBB.com? (widescreen format) - PPT Presentation

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

2015 kbb car shoppers kbb 2015 shoppers car source automotive vehicle shopping internet study buyer influence ihs autotrader partnership owners base sites

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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

|

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

|

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

|

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

|

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

|

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

|

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

|

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

|

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

*

VIDEO ON

DEMAND

LATE NIGHT

NASCAR

RADIO

Traditional

Digital

Satellite

CABLE

SEM