2017 NETSERTIVE

AUTOM OTIVE
PATH TO PURCHASE SURVEY

2017 Netsertive Automotive Survey

WHAT WE WANTED TO KNOW
How does digital marketing influence
consumer 's automotive purchasing decisions?

2017 Netsertive Automotive Survey

 WHAT WE DID
We used Google Consumer Surveys to gain further insight
into how digital influenced the decisions of those who had
purchased a new car within the past 6 months.

The survey was conducted in July 2017 and included over

500 respondents, ages 18-65.

2017 Netsertive Automotive Survey

 KEY TAKE AWAYS

Shoppers knew which Consumer reviews, search Over half of shoppers

brand they wanted, but engines, and local dealer only visited 1- 2
were unsure of the websites topped the list of dealerships before
dealership they would online influence. making a purchase.
purchase from.

2017 Netsertive Automotive Survey

ONLINE RESEARCH PUTS SHOPPERS IN CONTROL
Shopping for a dealership is the new normal. Over half of respondents only visited 1-2 dealerships before
making their final purchase.

67%
Of au t o sh opper s visit ed
on ly 1-2 dealer sh ips bef or e
m ak in g a pu r ch ase.

FEM ALES VISITED FEWER DEALERSHIPS

The data from the survey indicated that females visited fewer dealerships before
making a purchase.

2017 Netsertive Automotive Survey

 ?Th e au t om ot ive in du st r y is ext r em ely com pet it ive,
especially n ow t h at bu yin g decision s ar e in cr easin gly m ade
bef or e cu st om er s visit a dealer sh ip."

?We understand the automotive landscape and the goals and challenges each
dealership faces daily. At Netsertive, we use data-driven insights to help brands and
dealerships execute co-op marketing campaigns to target car shoppers throughout
their purchasing journey.?

- Brendan Morrissey, CEO and Co-Founder of Netsertive

2017 Netsertive Automotive Survey

BABY BOOMERS ARE IN THEIR CAR-BUYING YEARS
It's not all about the Millennials. The 55+ age group represented the largest group of new-vehicle buyers.

What is your current age?

18-24

24-34

35-44

45-54

55+

2017 Netsertive Automotive Survey

 THE PATH TO PURCHASE IS GAINING SPEED
Almost half of respondents spent less than one month researching before making a purchase.

How much time passed from when you first started researching to when you actually purchased the vehicle?

Less t h an on e m on t h

2-4 m on t h s

5 m on t h s

12 m on t h s

16 m on t h s

AGE EFFECTS TIM E TO PURCHASE

Sh opper s ages 18 t o 34 had a shorter research cycle, less than one month.
Sh opper s ages 35 t o 54 had a longer research cycle, two to four months.

2017 Netsertive Automotive Survey

DIGITAL IS KEY TO BUILDING INFLUENCE
While it?s clear all many digital sources play a role in decision making, consumer reviews, search engines
and local dealer websites topped the list of online influence.

Which of the following online sources did you use to research before purchase? Select all that apply.

46% 45% 44%

CONSUMER REVIEWS SEARCH ENGINES DEALER WEBSITES

CHECK YOUR DIGITAL FOOTPRINT

Get a free multi-point digital inspection from one of our automotive experts and learn
where you're showing up in your local market.

2017 Netsertive Automotive Survey

" We ar e capt u r in g t h e lion's sh ar e of n ew car sales in ou r
m ar ket , an d w e at t r ibu t e ou r st r on g digit al pr esen ce as
an in t egr al par t of ou r su ccess t h is year ."

" Wh en w e began w or k in g w it h Net ser t ive in 2014, w e w at ch ed ou r

w ebsit e t r af f ic an d leads in cr ease sign if ican t ly. Sin ce t h en , w e?ve
added bot h Net ser t ive?s digit al video an d social m edia adver t isin g
ch an n els t o ou r local sear ch m ar k et in g cam paign ."

Susan Hamilton, Director of Advertising

Continental Mazda
Anchorage, Alaska

2017 Netsertive Automotive Survey

DIGITAL AND TRADITIONAL WORK TOGETHER
While the majority of respondents' research was not prompted by another source, 29% started their online
research after viewing an ad on a traditional media channel.

DID NOT SEE AN AD

SOM EONE REFFERED M E

TV

NEWSPAPER

RADIO

BILLBOARD

2017 Netsertive Automotive Survey

AUTO SHOPPERS USE MULTIPLE DEVICES
More shoppers are adopting a multi-device approach when it comes to online research.

What devices did you use to research and shop for a vehicle online?

COM PUTER

M OBILE

TABLET

2017 Netsertive Automotive Survey

 " If cu st om er s can?t locat e you on lin e, it ?s t h at m u ch m or e
dif f icu lt f or t h em t o f in d you r sh ow r oom ."

" Net ser t ive is t h e on ly m ar k et in g com pan y t h at t ook t h e t im e t o

u n der st an d ou r u n iqu e m ar k et . Wit h Net ser t ive?s h elp, w e?ve in cr eased ou r
on lin e pr esen ce an d local m ar k et aw ar en ess. We?ve also r edu ced t h e cost
of con n ect in g local au t om ot ive sh opper s t o t h e veh icle det ail pages on ou r
w ebsit e, in som e cases by m or e t h an 50 per cen t .?

- John Woodman, Internet Sales Manager

Cutter Automotive Galleries
Honolulu, Hawaii

2017 Netsertive Automotive Survey

 THE LAST MILE IS LOCAL
The majority of respondents knew the brand of vehicle they wanted to purchase, but were unsure of the
dealership they would purchase from. Dealers who own their local market online will win the last mile.

When you first started looking for vehicle, which one of the following best describes your knowledge about
which brand and dealership you wanted?

2017 Netsertive Automotive Survey

 AUTO SHOPPERS EXPLORE THEIR OPTIONS
Almost half of respondents said they considered at least 3 models during their research process.

When you first started shopping for a new vehicle, how many models (types of vehicles) did you consider?

2017 Netsertive Automotive Survey

 BRANDS MATTER

What is the brand of the vehicle you ultimately purchased?

Con t act u s t o view t h e r esu lt s of t h is qu est ion an d get

even m or e br an d-specif ic dat a!

CONTACT US NOW

2017 Netsertive Automotive Survey