2014 2015

Source: 2015 Automotive Buyer Influence Study, IHS Automotive*Base: All Buyers, Internet Shoppers2015 Consumer Decision Journey*Base: All Auto Intenders

Buyers visit more sites than ever before.

Time spent shopping online continues to grow.

82%11.2

HOURS

12.5HOURS

2013 2015

Buyers spend the largest share of their online time on Third-Party.

45%

Third-Partyvs. 39% in 2013

Dealervs. 22% in 2013

OEMvs. 12% in 2013

Othervs. 27% in 2013

24% 13% 18%

Different sitesaddress different needs.

59%

ResearchPricing

59%

CompareModels

59%

Find Carsfor Sale

Dealer

Consumers visit all sites throughout the process.

Dream Explore Select Buy

Third-Party

OEM

Dealer

52% 44%

51%

32% 39% 45%

48%

51% 57%

55% 59%58%

Third-Party OEM

2015

2013

Dealer

Dealer Third-Party

Third-Party

4.3

3.7 OEM 2.3 1.7

OEM

2.8 2.2

7.9

9.3

KEY CAR BUYER STATS2015 AUTOMOTIVE BUYER INFLUENCE STUDY

Online new car buyers' overall shopping time remains stable.

Autotrader.com and KBB.com reach almost half of online new car buyers.

16.9HOURS

2015

16.2HOURS

2014

Amount of time online new car buyers allocate to Internet remains flat year over year.

Most new buyers use the Internet to compare vehicles and research car pricing.

2015

Of the 75% who use the Internet to shop, ¾ use third-party sites.

66%

Third-Partyvs. 67% in 2014

2015

47%

2014

54%

11.9HOURS

2014

12.1HOURS

43%61%

Research Pricingvs. 63% in 2014

62%

Compare Vehiclesvs. 67% in 2014

Find Info on Special Offersvs. 42% in 2014

Top 3 Reasons Car Buyers Use the Internet to Shop

Source: 2015 Automotive Buyer Influence Study, IHS Automotive.All stats are among used new buyers who used the Internet unless otherwise noted*Base: Among All New Car Buyers

9% 5%

Internet Referral

Direct Mail Outdoor Ads Radio

23%

Internet remains the #1 source for new vehicle buyers.*

75%

5%9%

Newspaper

Television

20% 14%

Magazine

Dealervs. 60% in 2014

61%

OEMvs. 61% in 2014

64%

Searchvs. 52% in 2014

46%

2 3/

KEY NEW CAR BUYER STATS2015 AUTOMOTIVE BUYER INFLUENCE STUDY

KEY USED CAR BUYER STATS2015 AUTOMOTIVE BUYER INFLUENCE STUDY

Online used car buyers are spending more time shopping overall.

Autotrader.com and

KBB.com reach remains

stable year-over-year among

online used car buyers.

15.2HOURS

16.6HOURS

2014 2015

Amount of time online used car buyers allocate to Internet continues to grow.

Most used car buyers use the Internet to research car pricing.

2014 2015

Of the 77% who use the Internet to shop, more than 8 out of 10 use third-party sites.

81%

Third-Partyvs. 82% in 2014

Dealervs. 57% in 2014

64%

OEMvs. 39% in 2014

39%

Searchvs. 45% in 2014

2015

71%

2014

71%

82%12.1

HOURS

12.7HOURS

44%

62%

Research Pricingvs. 61% in 2014

59%

Compare Vehiclesvs. 56% in 2014

60%

Find Cars for Salevs. 58% in 2014

Top 3 Reasons Car Buyers Use the Internet to Shop

Source: 2015 Automotive Buyer Influence Study, IHS Automotive.All stats are among used car buyers who used the Internet unless otherwise noted*Base: Among All Used Car Buyers

Internet Referral

5%

Direct Mail

6%

Outdoor Ads Radio

28%

Internet remains the #1 source for used vehicle buyers.*

77%

3%

9%

Newspaper Television

10%

8%

Magazine