2014 Automotive Buyer Influence Study Infographic
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KEY CAR BUYER STATS 2014 AUTOMOTIVE BUYER INFLUENCE STUDY Consumers are spending less time shopping overall AutoTrader.com and KBB.com reach 67% of online car buyers 15.5 HOURS 17.5 HOURS 2011 2014 16 % 11 % 5 % 5 % Internet vs. 71% in 2011 Referral vs. 34% in 2011 Television vs. 22% in 2011 Magazine vs. 17% in 2011 Newspaper vs. 27% in 2011 Direct Mail vs. 11% in 2011 Outdoor Ads vs. 12% in 2011 Radio vs. 8% in 2011 29 % Amount of time allocated to online is growing Most buyers use the Internet to research car pricing Internet usage has increased, while traditional media usage is lower in 2014 * 2011 2014 82 % 79 % 4 % 14 % Of the 79% who use the Internet to shop in 2014, more than ¾ use third-party sites 78 % Third-Party vs. 66% in 2011 Dealer vs. 48% in 2011 58 % OEM vs. 39% in 2011 44 % Search vs. 44% in 2011 2011 2014 54 % 67 % 10.75 HOURS 12 HOURS 47 % 62 % 55 % 59 % Research Pricing vs. 44% in 2011 Compare Vehicles vs. 44% in 2011 Find Cars for Sale Top 3 Reasons Car Buyers Use the Internet to Shop Source: 2014 Automotive Buyer Influence Study, IHS Automotive. Base: Among All Internet User Buyers *Base: Among All Buyers
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Transcript of 2014 Automotive Buyer Influence Study Infographic
KEY CAR BUYER STATS2014 AUTOMOTIVE BUYER INFLUENCE STUDY
Consumers are spending less time shopping overall
AutoTrader.com and KBB.com reach 67% of online car buyers
15.5HOURS
17.5HOURS
2011 2014
16%
11% 5% 5%
Internetvs. 71% in 2011
Referralvs. 34% in 2011
Televisionvs. 22% in 2011
Magazinevs. 17% in 2011
Newspapervs. 27% in 2011
Direct Mailvs. 11% in 2011
Outdoor Adsvs. 12% in 2011
Radiovs. 8% in 2011
29%
Amount of time allocated to online is growing
Most buyers use the Internet to research car pricing
Internet usage has increased, while traditional media usage is lower in 2014*
2011 2014
82%
79%
4%
14%
Of the 79% who use the Internet to shop in 2014, more than ¾ use third-party sites
78%
Third-Partyvs. 66% in 2011
Dealervs. 48% in 2011
58%
OEMvs. 39% in 2011
44%
Searchvs. 44% in 2011
2011 2014
54%67%
10.75HOURS
12HOURS
47%
62% 55%59%
Research Pricingvs. 44% in 2011
Compare Vehiclesvs. 44% in 2011
Find Cars for Sale
Top 3 Reasons Car Buyers Use the Internet to Shop
Source: 2014 Automotive Buyer Influence Study, IHS Automotive.Base: Among All Internet User Buyers*Base: Among All Buyers
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