OUR REACH - Home - Automotive Valuation and Marketing ... · Used Their Tablet While at the...
Transcript of OUR REACH - Home - Automotive Valuation and Marketing ... · Used Their Tablet While at the...
Mobile Device Usage Continues to Increase as
Desktop/Laptop Usage Decreases Smartphones have surpassed tablets in usage
91% 87% 82%
19% 28%
35% 19%
28% 39%
2013 2014 2015
Devices Used to Shop for a Vehicle
Desktop/Laptop
Tablet
Smartphone
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 2|
24%
33%
42%
2013 2014 2015
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 3|
Used Their Tablet While at the
Dealership
The Majority of Smartphone Shoppers Use Their Device at
the Dealership 1 in 4 tablet shoppers use their devices on lots
Used Their Smartphone While at
the Dealership
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 4|
65% 25%
Multi-device Usage Is Projected to Reach 80% in 2020 Total population will catch up to millennials by 2018
50%
44%
2016F 2017F 2018F 2019F 2020F
Projected Multi-Device Usage
Total Population
Millennials
Source: Cox Automotive Marketing Analytics Forecast
5|
80%
Time Spent on Mobile Devices Is Almost Evenly Split
Between Smartphone and Tablet
Source: 2015 IHS Automotive Buyer Influence Study, in partnership with Autotrader
Q: What percentage of time researching did you allocate to each source? 6|
Desktop/Laptop
63%
Smartphone
18%
Tablet
17%
None
2%
Percentage of Time Researching Allocated to Each Device
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) 7|
Over 18M Unique Visitors Every Month1
KBB.COM IS THE MOST USED 3RD PARTY SITE
AMONG NEW AND USED VEHICLE BUYERS2
KBB.com Reaches Millions of In-Market Shoppers Every
Month Mobile and tablet continue to grow
-
5
10
15
20
25
30
35
40
2010 2011 2012 2013 2014 2015 *2016
Millio
ns
2008 – 2016* Average Monthly Visits to KBB Online Environments
KBB.com on Desktop KBB.com on Tablet Mobile Platforms Total
Source: KBB.com Site Data Monthly Average (Omniture SiteCatalyst), Visits Monthly Average Actuals Jan 2010 – Mar 2016.
8|
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-corrected effective 2012. 9|
Harris Poll’s
Online Auto Shopping
BRAND OF
THE YEAR for 4 consecutive years1!
MOST SEARCHED vehicle shopping brand
on Google year after year2
KBB.com Shoppers Are More Engaged More 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) 10|
5.9 minutes per visit1
8.5 pages per visit1
83% of KBB.com users are engaged in
research activities2
5.9
3.4 3.3
2.1
3.6
5.8
KBB.com Yahoo Autos Edmunds Autoblog.com U.S. News Best
Cars
TrueCar
KBB.com vs Competitive Time Spent1
(Average minutes per visit)
What’s my car worth?
What will my next vehicle
be?
What should I pay for my
next vehicle?
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 visit1
• Further away from purchase
− 70% of surveyed visitors to the
Owners Homepage indicated
they were more than 3 months
away from purchase2
KBB.com Is the First Destination for Shoppers Returning to
the Market
1: Kelley Blue Book Web Analytics. Visits to Owners Section for the full year of 2014.
2: KBB.com Combined User Profile 2014 11|
Which Also Makes the KBB.com Audience Pre-Qualified
Shoppers
1: KBB.com Combined User Profile 2014 12|
Actively
determining what
they can afford
Preparing for
transaction
Engaging in
research activities 3+ months away
from purchase1
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 13|
98 MILLION Trade-In Reports1 (74.5 million on Desktop, 23.7 million on Mobile)
More people use KBB.com
to determine trade-in values
than all other sources
combined4
75% of KBB.com users visiting both new
car & owners pricing pages visited
an Owners Value Page first3
conversion rate from Owners Homepage to Owners Trade-In Value Page3 89%
checking their current car
value visited both trade-in and private party values2 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?
KBB.com Leads the Pack in Media Coverage Amongst major competitors, KBB.com had the most press coverage and
the highest reach
Source: Porter Novelli Q1 2015 PR Competitor Share of Coverage 15|
44%
19%
21%
8%
36%
19%
23%
11%
KBB.com
TrueCar
Edmunds
Cars.com
Share of Coverage
Volume (# of publications) Impressions (# of people reached)
KBB.com’s Top Tier Media Coverage Every Month
16|
EXPERT ANALYSIS AND COMMENTARY FROM OUR TOP INDUSTRY EXPERTS
ALWAYS IN THE NEWS
Our Robust Media Campaign Keeps KBB.com Top of Mind
and Relevant to Vehicle Shoppers
*Expected, not actual
17|
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
KBB…The Trusted Resource®
What’s my car worth?
What will my next vehicle
be?
What should I pay for my
next vehicle?
Values
Research
Pricing
KBB.com Today
• 2 in 3 shoppers who traded in their vehicle used KBB.com to determine the trade-in value1
• KBB.com is the most visited site for trade-in values1
• 93% of shoppers access model information on vehicle-shopping sites2
• 74% of shoppers say “online
videos helped me learn more about specific trucks/cars”3
• 91% of shoppers access
vehicle pricing on vehicle-shopping sites2
• Pricing was the most useful
content to shoppers who favor KBB.com2
1: 2014 IHS Automotive Buyer Influence Study, in partnership with AutoTrader.com. Base: Purchasers Who Traded-In a Vehicle 2: J.D. Power 2014 New Autoshopper Study (NAS), Sept 2014 3: Google. Digital Drives Auto Shopping. November 2013
Trade-in Blue
Book® Value
Instant Cash Offer
(via Autotrader)
Trade-in
Evaluator
Note: Products above are a sample and not representative of all KBB.com products. Italicized products are OEM or dealer advertising products.
5-Year Cost
to Own
Fair Purchase
Price Range
KBB Awards Buyer’s Guides &
Top 10 Lists
KBB Ratings
& Reviews Buyer’s Guide
Sponsorship
Free Dealer Price
Quote
Certified Listings
Program
What’s my car worth?
What will my next vehicle
be?
What should I pay for my
next vehicle?
• 17% of shoppers rated the experience of “negotiating a purchase price” as mostly negative1
• 65% of shoppers use their smartphone while at the dealership3
• 61% access vehicle pricing content on
mobile devices while at the dealership3
KBB…Fueling Definitely Smart Auto Choices
The Future of KBB.com
• 20% of shoppers rated the experience of “valuing a trade-in” as mostly negative1
• 18% rated “receiving an offer for a trade-in” as mostly negative1
More Resources for Disposing of Vehicle Simplified Valuation Path
Vehicle Discovery Based on Needs
& Wants
Building, Carrying & Comparing
Consideration Sets Across Devices
Bridging Online Research &
Offline Transaction
Helping Negotiations on the Lot
• Nearly 9 in 10 KBB.com shoppers are undecided2
• 45% of KBB.com shoppers are
undecided on segment or vehicle type2
• 42% of shoppers are using multiple devices3
Values
Research
Pricing
As the known valuations and pricing leader, KBB.com is especially focused on
innovating how today’s shoppers find the best vehicle for them.
1: 2015 IHS Automotive Buyer Influence Study, in partnership with Autotrader 2: KBB.com Web-Intercept Survey, Q2 2014 3: J.D. Power 2014 New Autoshopper Study (NAS), Sept 2014
Note: Products above are a sample and not representative of all KBB.com products. Italicized products are OEM or dealer advertising products.
Trade-in Sell Donate
KBB TV on Roku
• Launch of KBB.com channel
within Roku, featuring editorial
videos
• Additional distribution for pre-roll
to KBB shoppers
Alt_Driver Partnership
• Co-branded destination for viral automotive video content on KBB.com
• Potential for branded video content featuring sponsored models and KBB.com editorial
Video Product Development – Early Previews Video initiatives that may be launched or redesigned in 2016
21 | Note: Screenshots are from testing environments or concept mockups only. Final experience is likely to change based on test results and internal approvals.
Programmatic Video Buying
• Purchasing pre-roll via video ad
exchanges using KBB.com data
segments
Auto Auctions &
Wholesale Services Software Financial
Services Media
Cox Automotive Group Partnerships
+ DealerTrack/Dealer.com