Influencing the Millennial Car Decision Journey Member Only Events/2018.4.3...Ads on games console...
Transcript of Influencing the Millennial Car Decision Journey Member Only Events/2018.4.3...Ads on games console...
Influencing the Millennial Car Decision Journey
Beth Rockwood
VP Portfolio Ad Sales Research
A DETAILED AND ROBUST QUANTITATIVE METHODOLOGY
AN INDUSTRY-LEADING APPROACH TO CONSUMER DECISION JOURNEY [CDJ] RESEARCH
A ROBUST ONLINE SAMPLE AND IN-DEPTH QUESTIONNAIRE
JOURNEY DESIGN
6 CORE DECISION STAGES: A CYCLICAL JOURNEY
33%
15%
2014 2015 2016 2017
% OF CONSUMERS PROCEEDING SEQUENTIALLY THROUGH EACH
STAGE
68% skip directly to Explore/Choose
Source: Turner/Tapestry CDJ Auto 2017.
AWARENESS Hear about new makes, models or features for the first time
VISIBILITY See makes, models and relevant features up close
INSPIRATION Be inspired by car brands, new features or auto content
FAMILIARITY Be more familiar with makes, models, features or dealerships
BOND Feel a closer connection with a car brand or dealership
PERSONALIZATION Get information that’s focused on my individual needs
COMPARE Get help comparing or choosing between different makes or options
CONFIRM Get reassured that I’m making the right choice
LOCATE Know where I can find the car I’m interested in
BUY Know where and how to get the best deal
ENJOY Understand how to make the most of the car and its features
SHARE Share or discuss my thoughts and experiences with others
12 DISTINCT CONSUMER NEEDS
AWARENESS 1
VISIBILITY 2
INSPIRATION 2
FAMILIARITY 1 1
BOND
PERSONALIZATION 3 2 1
COMPARE 3 1 2 3
CONFIRM 3 3 2
LOCATE
BUY 1
ENJOY 1
SHARE 2
TOP 3 NEEDS – TOTAL ADULTS
Source: Turner/Tapestry CDJ Auto 2017. Base = 18+.
D EAL D RIVECH OOSEEXPLORESTARTOPEN
2
1
3
2
1
3
1
2
3
1
1
3
2
2
1
3
1
2
AWARENESS
VISIBILITY
INSPIRATION
FAMILIARITY
BOND
PERSONALIZATION
COMPARE
CONFIRM
LOCATE
BUY
ENJOY
SHARE 2
TOP 3 NEEDS – P18-34
D EAL D RIVECH OOSEEXPLORESTARTOPEN
2
1
3
2
1
2
3
3
1
2
2
1
3
3
2
13
1
Source: Turner/Tapestry CDJ Auto 2017. Base = 18+.
AWARENESS
VISIBILITY
INSPIRATION
FAMILIARITY
BOND
PERSONALIZATION
COMPARE
CONFIRM
LOCATE
BUY
ENJOY
SHARE
MILLENNIAL MALES WANT VISIBILITY, PERSONALIZATION, LOCATION AND SHARING EARLIER IN THE JOURNEY THAN MILLENNIAL FEMALES
MOST IMPORTANT STAGE
START
OPEN
START
START
EXPLORE
CH OOSE
CH OOSE
START
CH OOSESTART
START
D EAL
START
OPEN
START
START
EX PLORE
EX PLORE
CH OOSE
START
OPEN
START EXPLORE
D EAL
START
START
D EAL
Source: Turner/Tapestry CDJ Auto 2017. Base = 18-34.
D RIVE
34%
33%
33%
32%
32%
19%
20%
20%
21%
21%
Mobile internet ads
Television ads
Car ads in IM feeds (e.g., Whatsapp)
Emails from car brands - subscribed
Ads for local dealerships
FEMALES 18-34
32%
32%
32%
31%
31%
28%
28%
28%
29%
29%
Outdoor posters
Outdoor video ads
Celebrity recommendation
Television ads
Mobile internet ads
MALES 18-34
Met Unmet
AWARE – MILLENNIAL MALES VS. FEMALES
53%60%
33% 32%
F18-34 M18-34
Importance Well-Met
TOP 5 CHANNELS THAT MEET NEED:
IMPORTANCE OF NEED DURING PEAK STAGE VS. % MET BY CURRENT MEDIA
“Hear about new makes, models or features for the first time”
Source: Turner/Tapestry CDJ Auto 2017. Base = 18-34. Unmet = Importance - % Met by Media Channel.
43%
64%
24%33%
F18-34 M18-34
Importance Well-met
28%
25%
24%
23%
22%
15%
18%
19%
20%
21%
Car features on online portals
Ads on games console
Auto manufacturer's website
Auto model in video game
Ads on general interest websites
FEMALES 18-34
38%
30%
30%
28%
27%
26%
34%
34%
36%
37%
Personal auto recommendation
Ads on general interest websites
Car ads around calling apps (e.g., Skype)
Direct mail from car brands
Professional auto recommendation
MALES 18-34
Met Unmet
TOP 5 CHANNELS THAT MEET NEED:
IMPORTANCE OF NEED DURING PEAK STAGE VS. % MET BY CURRENT MEDIA
VISIBLE – MILLENNIAL MALES VS. FEMALES“See makes, models and relevant features up close”
Source: Turner/Tapestry CDJ Auto 2017. Base = 18-34. Unmet = Importance - % Met by Media Channel.
49%
38%32% 32%
F18-34 M18-34
Importance Well-met
38%
35%
34%
27%
27%
11%
14%
15%
22%
22%
Visit dealership
Auto manufacturer's website
Test drive
Personal auto recommendation
Customer service phone call
FEMALES 18-34
35%
33%
31%
31%
31%
3%
5%
7%
7%
7%
Direct mail from car brands
Visit dealership
Auto expert review - print
Ads for local dealership
Test drive
MALES 18-34
Met Unmet
Source: Turner/Tapestry CDJ Auto 2017. Base = 18-34. Unmet = Importance - Media Channel % Met.
TOP 5 CHANNELS THAT MEET NEED:
IMPORTANCE OF NEED DURING PEAK STAGE VS. % MET BY CURRENT MEDIA
BOND – MILLENNIAL MALES VS. FEMALES“Feel a closer connection with a car brand or dealership”
36%
53%
20%
29%
F18-34 M18-34
Importance Well-met
22%
21%
20%
19%
18%
14%
15%
16%
17%
18%
Consumer opinions - social media
Personal auto recommendation
Ads next to online search results
Customer service phone call
Auto social media page
FEMALES 18-34
29%
23%
23%
22%
22%
24%
30%
30%
31%
31%
Consumer opinions - social media
Brochures from car brands - digital
Online car conversations with friends
Customer service phone call
Online professional auto reviews
MALES 18-34
Met Unmet
Source: Turner/Tapestry CDJ Auto 2017. Base = 18-34. Unmet = Importance - Media Channel % Met.
TOP 5 CHANNELS THAT MEET NEED:
IMPORTANCE OF NEED DURING PEAK STAGE VS. % MET BY CURRENT MEDIA
SHARE – MILLENNIAL MALES VS. FEMALES“Share or discuss my thoughts and experiences with others”
50%
36%
48%
40%
57%
37%
32% 41%
38%
64%
CONFIDENCE IN DECISIONS
M18-34 F18-34 Total Adults
4.03.5
8.4
7.2
3.2
1.8
6.3
5.1
Open Start Explore Choose
# OF BRANDS CONSIDERED
M18-34 F18-34
Source: Turner/Tapestry CDJ Auto 2017. Base = 18-34.
MILLENNIALS CONSIDER MULTIPLE AUTO BRANDS, BUT LACK CONFIDENCE IN THEIR DECISIONS, PARTICULARLY DURING EXPLORE AND CHOOSE
D E A L D R IV ECH OOS EE XPLOR ES T A R T CH OOS EE XPLOR ES T A R TOPE N
PURCHASE PLANNING(LUXURY IMPORT AUTO BRAND)
I 'd a lready made my choice and I went to buy a specific car from the brand dealer
I a l ready knew I wanted this brand and a specific model
I a l ready knew I wanted this brand but I wasn't
fi rmly set on a specific model
I was still deciding between a brand and one or two other makes of car
I was considering a long list of makes and didn't know what I was going to
buy
I didn't really know what brand or car I wanted and I went to get information and
advice
18%
16%
16%
7%
20%
23%
KEEP CORE BASE43%
CAPTURE CONSIDERERS57%
Source: CDJ Auto 2017. Base: Luxury Import Auto Brand Owners A18-34.
NON-BUYER GAP ANALYSIS
52%
36%
28%
22%
20%
18%
18%
11%
8%
5%
4%
4%
84%
56%
13%
34%
9%
6%
4%
3%
5%
5%
5%
4%
Enjoy
Bond
Aware
Personalize
Locate
Inspire
Familiar
Deal
Visible
Confirm
Share
Compare
LUXURY IMPORT AUTO
Total 18-34
32%
31%
27%
24%
22%
17%
15%
10%
9%
5%
5%
0%
54%
42%
43%
26%
30%
17%
35%
3%
19%
9%
9%
0%
Aware
Deal
Locate
Familiar
Confirm
Bond
Personalize
Inspire
Enjoy
Compare
Visible
Share
STANDARD DOMESTIC AUTO
WHAT WOULD HAVE MADE YOU MORE LIKELY TO HAVE CHOSEN THIS BRAND THAT YOU DID NOT BUY?
Source: Turner/Tapestry CDJ Auto 2017. Base = Considered purchasing brand, but did not buy.
Source: CDJ Auto 2017. Base: Luxury Import Auto Brand Owners/Considerers A18-34.
UNDERSTANDING NEEDS AND TRIGGERS TO INFORM COMMUNICATIONS STRATEGY (LUXURY IMPORT AUTO BRAND)
Index vs . 18+
372
317
280
271
249
Index vs . 18+
360
320
275
127
1077%
6%
11%
16%
21%
Make me stand out from the crowd
Keep kids occupied (video etc.)
Make a statement about my personality
Incorporate technology that allows me to be productive
Give me a fun drive
CATEGORY NEEDS
25%
30%
19%
20%
24%
Had or expecting a child/children
Dealership recommendation
An article or an ad in a car magazine in print
A promotion or special offer on a manufacturer site or car app
Expert advice or recommendation
PURCHASE TRIGGERS
IMPLICATIONS
Utilize ad tech to target auto intenders by CDJ Stage/Segment on linear TV and digital
Messaging should be optimized to address the unmet communications needs of consumers and ease anxiety over making purchase decisions
Social content/sharing platforms should be employed before and after purchase to empower brand advocacy/confirmation, particularly for male millennials