2014 2015 Source: 2015 Automotive Buyer Influence Study, IHS Automotive*Base: All Buyers, Internet Shoppers 2015 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 12.5 HOURS 2013 2015 Buyers spend the largest share of their online time on Third-Party. 45 % Third-Party vs. 39% in 2013 Dealer vs. 22% in 2013 OEM vs. 12% in 2013 Other vs. 27% in 2013 24 % 13 % 18 % Different sites address different needs. 59 % Research Pricing 59 % Compare Models 59 % Find Cars for 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 STATS 2015 AUTOMOTIVE BUYER INFLUENCE STUDY
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2015 AUTOMOTIVE BUYER INFLUENCE STUDY KEY CAR BUYER … · Source: 2015 Automotive Buyer Influence Study, IHS Automotive*Base: All Buyers, Internet Shoppers 2015 Consumer Decision
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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.*