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INFLUENCES & MINDSETS ALONG
THE PATH TO PURCHASE
JOURNEY:
AUTO-BUYERS
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Executive summary ............................................................................................................. 3
Introduction ............................................................................................................................. 4
Methodology ............................................................................................................................ 5
Market overview .................................................................................................................... 6
Journey model ......................................................................................................................... 7
Te ecosystem o influence ............................................................................................11
Ready, set, drive ....................................................................................................................12
01 Open to Possibility ............................................................................................12
02 Decision to Change ..........................................................................................12
Influencers and mindsets along the journey......................................................14
03 Evaluating ................................................................................................................14
04 Shopping: Te errain ....................................................................................17
04 Shopping: Te Car & Te Deal ................................................................23
05 Experiencing ..........................................................................................................27
Reach and engage consumers ......................................................................................30
CONTENTS
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1. Consumers across markets experience fivedistinct stages as they travel along the autopath to purchase, and digital media playsa critical role at each stage.
2. US consumers move through the pathwith relative ease due to a long legacy ohome-grown industry knowledge. But manyconsumers experience switchbacks to earlierstages, based both on unique cultural andinrastructural realities, as well as needs thatgo unulfilled by media and technology.
3. Most consumers establish their considerationset by determining the best fit or their currentliestyle. Marketers should leverage contentsuch as op en Family Cars or Best CityVehicles to help consumers establish theirearly fits beore they embark on heaviereliminate-and-compare research.
4. Consumers seek ways to avoid switchbacksto earlier stages o the journey through acombination o authoritative content, expertreviews, consumer opinions and local dealer
inormation across PCs, tablets and mobilephones. Marketers should consider ways tohelp consumers triangulate and store theirresearch to keep it accessible at home, at workand on-the-go.
5. Consumers seek enrichment opportunitieswhere they can experience the car beore theyget to the dealership. Rich media, video andinteractive gaming can bring the test driveexperience and eeling o driving the car aliveand oster more confidence beore consumersinteract with dealers.
6.Consumers are more likely to purchaserom a dealer they like, but there are myriadopportunities to enhance the dealershipexperience through touch screen technologyand ongoing mobile communication.
7. Consumers who personalize their vehiclepost-purchase, via mobile apps andcommunication technologies, are more likelyto become loyal advocates or the brand.Marketers should leverage the window oopportunity afer a new purchase to encourageconsumers to ully integrate mobile andin-car technologies.
8. While knowing where consumers go orinormation is a critical part o media
planning, marketers who understand theemotional or unctional needs o consumersat each stage in the journey will be betterable to develop effective messages acrossmedia channels that build brands and enabledecision simplicity.
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From amous movie stars leaping intogetaway cars to beloved childhoodcartoons that bring vehicles to lie, the
iconic imagery o the automobile has been withmost o us since our earliest memories. Carsevoke reedom, liestyle, status and mobility.And or many consumers, they represent one othe biggest purchase decisions they make overtheir lietimes. But while our grandparents hada finite and well-known set o influences whenpurchasing a car, its a different story today.
Te prolieration o digital channels is reshapingthe way consumers make purchase decisions;they take more time, complete more research,and travel through more points o influence thanever beore. As a result, consumers are aced
with an overabundance o inormation, whilemarketers are also acing new challenges: howto engage their audiences at the most relevantpoints o influence.
At Microsof Advertising, we believemarketers can get closer to consumers in amore meaningul way by gaining a deeperunderstanding o consumer needs throughouttheir journey, and how digital channels canmeet those needs.
For Te Consumer Journey: Auto-Buyersstudy, we partnered with Ipsos Media C andIposo OX to transorm the traditional salesunnel into a consumer-centric model, onewhere consumer behavior and need-statesdrive marketer opportunities and solutions.Te Consumer Journey: Auto-Buyersaddresses the ollowing questions:
How do consumers travel along the pathto purchase?
What points o influenceincluding media,activities and other peopledo consumersencounter when researching cars?
How are local markets unique? How can
manuacturers in emerging markets suchas Brazil and India start to create brandequity with a large and influential emergingmiddle class?
What types o interactions trigger specificoutcomes, such as making a purchase, sharingrecommendations or experiences with a riend,going to the dealership or changing long-termassociations with brands?
What emotions and consumer need-states
are involved when people are considering carbrands, researching, searching or discussingautos with their riends and amily?
Where are the gaps in the journey? At whatpoints do consumers need help, and what arethe opportunities or specific platorms to assistin making the process smoother?
When I first drove, the car was everything.
It meant reedom.Female, US
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M
icrosof Advertising partnered withIpsos Media C and Iposo OX overa five-month period rom February
to June 2012, leveraging both quantitativeand qualitative methodologies to uncover theinfluences, behavioral themes and mindsets oconsumers as they make buying decisions oreconomy and mid-size cars.
Te first stage consisted o qualitative andconsumer-led discussions, where we sought tounderstand each individual purchase journey,while exploring influences in terms o people,place, content, media and devices. With 12-16 in-depth interviews in each countryBrazil, India,
the UK and the USwe uncovered the patternso decision-making with a unique emphasison emotions, behaviors and triggers or actionthroughout the path to purchase. We ollowed upwith consumer online diaries, where we trackedand validated behavior over the ollowing month.
For the quantitative segment, we built aquestionnaire or a panel o 1,000 consumers ineach market (Brazil, India, UK, US)* where we
mapped the influences, triggers and emotions ateach step along the path to purchase. Tis enabledus to draw out the influencers and milestones, andsubsequently quantiy the channels, people andbrand experiences along the journey in order toidentiy successul connection points, as well asgaps where opportunities or interaction betweenmarketers and consumers could be improved.
QUANTITATIVE AND QUALITATIVE:
BRAZIL, INDIA, UK & US
* Quantitative Sample = 1002 (Brazil), 1022 (India), 761 (UK), 1106 (US); +/- 3.10% (Brazil),3.07% (India), 3.55% (UK), 2.95%(US) at the 95% confidence level.
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OVERVIEWBRAZIL, INDIA, US & UK
More than 60 million passenger carswill be produced in 2012, according tothe International Association o Auto
Manuacturersthats 165,000 new cars on themarket every day. And much o that growth isdriven through emerging markets.
In Brazil, where business is thriving and
the emerging middle class is acquiring newconsumption patterns, the automotive industryhas beaten its orecast or five years running.*But we ound that overall cost considerations,including uel consumption, availability o partsand ease o maintenance are all still significantactors in choosing a car. Te eeling orexperience o driving was also critically importantto the consumers we spoke to, more so than theimage the car projects.
India, where local sales are up 7% this year**,
is reaching the very first stages o massmotorization. For middle class consumers, weound that image is importantand so is theeeling o driving the right car. As one consumerput it, cars define you in the same way thattechnology does. Perhaps not surprisingly ina market where the tech industry is booming,the desire or new and better eatures is morepredominant in India than in other markets(39% vs. a global average o 33%).
Te United States and the United Kingdom,where markets are more saturated, offer acompelling contrast. Te homegrown USautomotive industry carries a long brand lineage,and average consumers have bought and ownedcars or several generations. Troughout UShistory, commercial content and Americanliterature have associated cars with reedom,
rugged individuality and the myriad optionsavailable on the open road (Whither goest thou,America, in thy shiny car in the night? JackKerouac, On the Road).
Despite a reduction in car manuacturing in theUK, commercial auto imagery is still associatedwith classic, urbane stylethink James Bondand ofen drenched in sex appeal. But petrol andtariffs are high, and the UK consumers we spoketo tended to take a slightly more hesitant path topurchase as a result.
* Brazils Record Car Sales to Continue, Te Rio News, January 2012** India Car Sales Rise 6.7%, Te Wall Street Journal, August 2012
I saved rom my first job in a fish and chip shop tobuy my first carand was very proud o mysel!Female, UK
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THE RIGHT FIT FOR WHERE YOU ARE NOW
Cars are a major purchase or mostconsumers and demand a rationaldecision-making process, but we ofen
underplay the emotional actors that persistthroughout the journey. In established marketsin particular, people start out with pre-conceivedideas and brand preerences that are difficult tochange. But consumers still eel pressure to workout what they want and how they approach thebuying process.
Te Consumer Journey: Auto-Buyers researchreveals five key stages on the path to purchase.Te first three stages build clarity, and the last twobuild confidence. Both the clarity and confidenceneed-states have a dynamic range that varies bycountry, rom clarity to conusion, and then romconfidence to uncertainty.
Each stage contains at least one phase that is specific to the automotive category, described overlea.
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THE RIGHT FIT FOR WHERE YOU ARE NOW
When I firstdrove, the carwas everything.It meantfreedom.
Female, US
DECISION TO CHANGE
MOTIVATION
Over time, a consumers new car becomes hiscurrent car. Some purchases are driven by theage o the car, while or some, the motivationto purchase a new car is linked to a lie-change:the birth o a child, a new job in a new city orthe reedom o becoming an empty nester. Veryoccasionally the motivation may be the strongdesire or a specific cara desire that can bedriven purely through advertising.
OPEN TO POSSIBILITY
CURRENT STATE
From what our parents drove and what weveowned in the past, to the influence o glossyadvertising campaigns, cars are everywhereand every encounter we have with them shapesour perceptions. Some consumers, especiallyin developed markets such as the US and UK,have established solid brand preerences overthe course o their lives, which help them movethrough their auto-buying journey aster andwith more certainty. Other individuals mayapproach car buying in a more open way.Tis openness, however, can ofen prolongthe process.
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THE RIGHT FIT FOR WHERE YOU ARE NOW
SHOPPING
Te Shopping or In-store stage happens in a
unique manner or car buying. Most o theeliminate-and-compare activity that consumersnaturally exhibit when researching purchaseshappens online, well beore people make it tothe dealership. Tree phases make up this stageor auto buyers.
THE TERRAIN
In Te errain phase, consumers commit tobuying a new car. Teir consideration set isbased on experience, trusted recommendations,
advertising and some light research. Somemakes and models will not be the right fit andconsumers will eliminate these quickly. Afera bit more light exploration, theyre down toa smaller group. At this point, the real workbegins: a compare-and-contrast task based onmore detailed specs, reviews, seeing the vehiclein person, andor a ewan early test drive.
THE CAR
At this point, consumers are ocused on theone. Teyve narrowed the choice down to acar, specification and options. For some,Te Car phase comprises planning negotiationtactics and knowing where to compromise.Others are determined to hunt down the oneideal car at exactly the right price.
THE DEAL
Ideally, the consumer wants to go to the
dealer to buy a specific car, armed withall the acts that he or sheneeds to get the best pricepossible. He or she willwant to meet his or herobjectiveand then getout as ast as he or she can.
EVALUATING
WORLDVIEW
In the Worldview phase, there are generally our steps that theconsumer has to work through: confirming i he or she is goingto buy a new car, working out what he or she wants rom a newcar, determining how he or she is going to make the decision, andestablishing a level o brands or models. Tose with solid brandpreerences or past experience get through this stage quickly andeasily, but most consumers have trouble with some, or all, o thesesteps. In some cases, it may be difficult or the consumer to workout how to get the inormation needed to move on to the next stage.
I use the Internet for all kinds
of information online.
Male, Brazil
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THE RIGHT FIT FOR WHERE YOU ARE NOW
EXPERIENCING
OWNERSHIP
Te final stage o the consumer journey is ocused on the car, howit perorms and how others react to it. More than ever, consumerspersonalize their vehicles through technology, and ofen discoverunexpected eatures that can drive their advocacy, such as integrationwith their smartphones via apps and other technologies. Tis is whereconsumers not only determine their personal satisaction with thevehicle, but also seek out external post-purchase validationthrough reviews, riends, amily and even media.
CLARITY & CONFIDENCE
Te ollowing figures (clarity, then confidence) are derived rom market-level indexdata, where 100 is average.
COUNTRY WORLDVIEW ELIMINATE COMPARETHE CAR &
THE DEALOWNERSHIP
CLARITY/CONFIDENCE
BRAZIL 92/92 109/93 93/99 100/102 104/112
INDIA 86/90 105/95 104/102 103/102 102/108
UK 90/91 88/92 98/99 102/99 119/116
US 80/80 99/94 96/91 114/120 109/113
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If Im honest,
Im driven and
infuenced bymedia more than
Id like to admit.Female, UK
At each part o the journey described above, we highlight the influencers at play, as wellas the consumer mindset.
EffectivenessTe outer-ring o the bubble shows the degreeto which an influence has a lot o influence vs.a little influence at this stage (more complete= more effective). Te size o the bubble isdetermined by the ollowing data:
70% and above = more coverage from outer ring
55-70% = middle-weight coverage from outer ring
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, ,01 OPEN TO POSSIBILITY
02 DECISION TO CHANGE
Cars to me are more than transportation. Tey define you as person.Male, US
CURRENT STATE & MOTIVATION
In the US, consumers generally begin their
journey with more clarity than people inother markets. Assessing what they wantand what else is available is relatively quickand painless. American consumers are used to
eliminating the cars that dont eel right beore
they begin comparing and contrasting a shortlist.Tey are subsequently able to ocus on a narrowconsideration set and hunt down the best caror them.
We asked our consumers how they would rate their levels o knowledge, interest andunderstanding at the very start o the journey. Heres how they compare:
WHERE THEY BEGIN
29% 40% 35%
34% 40% 60%
36% 54% 47%
48% 50%55%
* top 2 box
KNOWLEDGE* CONFIDENCE*INTEREST*
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PURCHASE CONSIDERATIONS
In other countries, personal actors (i.e.
increase in wealth, changing amily dynamic,change in commute, etc.) tend to weigh moreheavily on the decision-making process thanin the US. Tis comparative lack o extraneousconcerns is another contributor to the smootherconsumer journey we see in the US relative to theother countries examined.
A consumers current state and motivation drive
the first two stages o the journey, and these tendto be very specific to an individuals circumstance.As a result, well ocus on influences during theEvaluating, Shopping and Experiencing stages.
, ,01 OPEN TO POSSIBILITY
02 DECISION TO CHANGE
IN BRAZIL AND INDIA, ALMOST EVERYTHING IS TAKEN INTO CONSIDERATION
...WHEREAS IN THE US AND THE UK, AUTO-BUYERS FOCUS ON FEWER FACTORS
Av. number of factors
considered important 9.88.7 11.1 11.2
Fuel efficiency
Safety
Price/payment
Performance
Warranty
Body/style
Brand
Specific models/options
Innovation & tech
Green/environment
Stereo equipment
Location of dealer
GPS/navigation
Hybrid technology
Hands-free mobile tech
Voice command tech
89%
89%
88%
84%
83%
81%
75%
70%
57%
40%
50%
42%
39%
32%
39%
26%
85%
82%
83%
76%
76%
72%
61%
59%
47%
39%
41%
44%
31%
26%
30%
19%
91%
91%
90%
87%
87%
74%
75%
69%
75%
66%
53%
56%
53%
62%
43%
41%
85%
85%
80%
84%
81%
77%
75%
73%
73%
68%
62%
60%
58%
63%
55%
43%
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MINDSETS ALONGTHE JOURNEY03 EVALUATING
WORLDVIEWHOW CONSUMERS NAVIGATE THE JOURNEY
Consumers in the Worldview phase make our key decisions:
1. Tey confirm that they are going to buy a new car.
2. Tey determine what they want rom a new car.
3. Tey decide how theyre going to make their decision.
4. Tey establish a base consideration set o brands and models.
his early stage is critical or automobilemarketers. For consumers, anticipation isthe dominant emotion here, although its
ofen tinged with some regret at the passing o
their current car and, in some markets, anxietyabout how to make the best possible choice.
In the UK, deciding between a new or used caris a common and ofen complex decision.And even once committed to a new car, someconsumers dont know exactly what they wantrom it. Different emotional and unctional need-states are ulfilled through car comparison andreview sites, with close amily members suchas partners and parents also providing input.Te influencers are slightly more diffuse than
in other markets, however.
In the US, clarity and confidence are at theirlowest in the Worldview phase; they both index at80, which is below average. Clarity and confidencewill eventually grow to 113 and 120 respectivelyat the moment beore purchase. But comparedto the UK and other markets, US consumerstypically require only a quick assessment o whatelse might be out there, particularly i they are
seeking out a new category o car thatsless amiliar to them. US auto-buyers arepredominantly looking or enrichment,confidence and investigation.
Brazilian consumers approach the Evaluatingstage quite differently as there is mistrust o mediasources and less knowledge o the auto marketin general, mostly due to a lack o strong brandlegacy. As a result, many Brazilian consumerscycle through a vortex o doubt as they turnto many different sources to try to make uptheir minds. Partners inspire confidence here,while cars on the street and seen at work provideaspirational guidance.
For an Indian consumer, amily acceptance o theproposed purchase is key, so the Worldview phaseis ocused on convincing riends and amily whattype o car should be pursued. First, a consumermust identiy the purchase that seems to ulfilltheir needs; then use the same logic to persuadethe amily and get buy-in beore moving orward.Indian consumers are already turning to mediasources here to provide evidence.
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MINDSETS ALONGTHE JOURNEY03 EVALUATING
Aspirational
Informational
Functional
Emotional
Partner
Car
comparison sites
Car review sites
Car review sites
Autos
Car review
sites
Opinions
Dad
NEEDS AND OPPORTUNITIESHow consumers navigate the journey
ProjectionCurrent state
Served via partner and to alesser extent, riends and travel
Needs & Opportunities
Portable liestyle-related autoscontent: most uel efficientsmall hatchbacks
Video: help auto-buyersexperience the car, engagingthem with sight, soundand motion
Discovery andEnrichmentCurrent state
Served via print and webautos content, particularlyconsumer opinions
Needs & Opportunities
Video rom experts to buildconfidence that consumeropinions alone cannot provide
Early fit and experiencecomparison: more general,sofer version o anEliminate opportunity
ProjectionCurrent state
Served via partner, and to alesser extent, Mom, search(deals), and travel
Needs & Opportunities
Portable autos content:
most uel efficient smallsedans, sae amily cars, etc.distributed across network,including liestyle
Video: help auto-buyersexperience the car, engagingthem with sight, soundand motion
EnrichmentCurrent state
Currently served via autosand dealer sites, and to a lesserextent, riends and some V
Needs & Opportunities
Expert opinions (text or
video): bridges enrichmentand boosts confidence
Early fit and experiencecomparison: more general,sofer version o anEliminate opportunity
Opinions
Carcomparisonsites
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MINDSETS ALONGTHE JOURNEY03 EVALUATING
NEEDS AND OPPORTUNITIESHow consumers navigate the journey
Discovery & ProjectionCurrent state
Discovery not served
Projection served travelingto work
Needs & Opportunities
Portable autos content:most uel efficient smallsedans, sae amily cars, etc.distributed across network,including liestyle
Video: help auto-buyersexperience the car, engaging
them with sight, soundand motion
EnrichmentCurrent state
Served via autos and dealersites, riends and to a lesserextent, V
Needs & Opportunities
Expert opinions (text or video):bridges enrichment and boostsconfidence
Early fit and experiencecomparison: general, sofer
version o an Eliminateopportunity
Discovery & ProjectionCurrent state
Discovery not served
Projection not served
Needs & Opportunities Portable autos content: most
uel efficient small sedans, saeamily cars, etc.distributedacross network, includingliestyle and amily needs
Video: help auto-buyersexperience the car, engagingthem with sight, soundand motion
Enrichment
Current state
Served via autos anddealer sites
Needs & Opportunities
Expert opinions (text or video):
bridges enrichment andboosts confidence
Early fit and experiencecomparison: general,sofer version o anEliminate opportunity
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As consumers move into the active Shopping stage, they travel through threedistinct phases: Te errain, Te Car & Te Deal.
THE TERRAIN: ELIMINATE
he errain consists o two steps: a deeperanalysis that starts with elimination oany car that doesnt fit, which is ollowed
by a rigorous comparison o those that makeit through.
In the UK, eliminate and compare behaviorsexist, but they are ofen combined, and happen
in a more haphazard way. We call this Te Fogo Consideration. No single source o influencestands out here, but car review and comparisonsites, manuacturer sites and dealer sites helpofen ound through search engines. Tere is greatpotential in the UK or consumers to switchback to their earlier Worldview.
In the US, this step is where an assessment ofit is madean emotionally-led route whereconsumers discard the cars that really wontwork or them. Tis is a airly clean, straight-orward process.
For Brazilians, this step tends to happen incombination with comparison behavior, making
it a painul part o the consumer journey, andsometimes causing a vortex o doubt that canreset the consumers Worldview, and set themback an entire stage.
Indian consumers, however, ofen rely on amilyto help them eliminate options; this trust in theopinions o others helps them move through thisphase relatively smoothly.
MINDSETS ALONGTHE JOURNEY04 SHOPPING: THE TERRAIN
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MINDSETS ALONGTHE JOURNEY04 SHOPPING: THE TERRAIN
THE TERRAIN: ELIMINATE
NEEDS AND OPPORTUNITIESHow consumers navigate the journey
Projection &ComprehensionCurrent state
Served via partner and work
Needs & Opportunities
Virtual test drives, videoand 360 degree views: Mustbe prominently positionedto encourage and acilitateEliminate behavior beoreCompare begins
EnrichmentCurrent state
Served via cars in street, travel,print and review sites
Needs & Opportunities
General fit and experiencecomparison: incorporatingactors o liestyle, lie stageperhaps with game elements
Comparison that gets local:prominently connect fit andexperience elements to local
dealers, influencing later stages Again, a key benefit to
consumers is in disentanglingEliminate and Compare,making their path smoother
ProjectionCurrent state
Served via partner, as well assome travel, work
Needs & Opportunities
Virtual test drives and360 degree viewsmakeseliminating options by howwell they fit, relatively hassle-ree and accelerates this stageo the Journey
Video
Cross-category opportunities,especially in ravel content
EnrichmentCurrent state
Served via autos sites,primarily comparison
Needs & Opportunities
General fit and experiencecomparison: incorporatingactors o liestyle, lie stageperhaps using game elements
Localized comparison:prominently connect fit andexperience elements to localdealers, influencing later stages
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MINDSETS ALONGTHE JOURNEY04 SHOPPING: THE TERRAIN
THE TERRAIN: ELIMINATE
NEEDS AND OPPORTUNITIESHow consumers navigate the journey
ProjectionCurrent state
Served via travel
Needs & Opportunities
Virtual test drives and360 degree viewsmakeseliminating options by how wellthey fit relatively hassle-reeand accelerates this stage othe Journey
Video
Cross-category opportunities,
especially in ravel content
EnrichmentCurrent state
Served via autos sites,primarily comparison
Needs & Opportunities
General fit and experiencecomparison: incorporatingactors o liestyle, lie stageperhaps using gaming elements
Localized comparison:prominently connect fit andexperience elements to local
dealers, helping influencehunt and deal, and makingthe path smoother
ProjectionCurrent state
Not served
Needs & Opportunities
Virtual test drives and360 degree viewsmakeseliminating options by how well
they fit, relatively hassle-reeand accelerates this stage othe Journey
Video
Cross-category opportunities,especially in ravel content
EnrichmentCurrent state
Served via autos sites,primarily comparison
Needs & Opportunities
General fit and experiencecomparison: incorporating
actors o liestyle, lie stageperhaps using gaming elements
Localized comparison:prominently connect fit andexperience elements to localdealers, helping influencehunt and deal, and makingthe path smoother
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THE TERRAIN: COMPARE
In the Compare step, the real work begins:comparing the options. Tis is a compare-
and-contrast task based on more detailedauto specs, consumer and expert reviews, theexperience o seeing the vehicle in person,andor a ewa test drive. But confidencedips slightly as a result o diving deep into somany choices.
UK consumers are still enmeshed in Te Fog oConsideration at this point and risk backtrackingto earlier stages i they dont start to buildenrichment and confidence. As consumers starteeling more organized, however, inspiration and
confidence starts to build.
In the US, consumers compare detailed specsor all models in their consideration set. Tis ismore serious, act-based research, as we see romthe influencers clustered at unctional side o theecosystem. Tere can be a slight dip in emotionsand mindset here; as the search becomes moreintense and detailed, people are searching or aright answer.
Clarity and confidence is no higher here thanin previous stagesnot until they come to a
decision, at least. Consumers want a detailedunderstanding o the cars they are comparing,adding to their knowledge and ultimately buildingthe confidence to make the final decision.
In Brazil, there is a marked contrast with theUS: influencers are still clustered on the moreemotional side o the ecosystem. As with theEliminate step, a lack o trust, knowledge andauthority add to the vortex o doubt. Mostconsumers have no choice but to compare a largernumber o options at a detailed level without first
filtering them down to a manageable list.
Te opinions o amily members guide Indianconsumers through the onset o conusion,and this support continues into test drives. Itscommon to drive our to five carsand to doso with amily. Teres plenty o inormation toconsume too, including content rom car review,comparison and manuacturer sites.
MINDSETS ALONGTHE JOURNEY04 SHOPPING: THE TERRAIN
What car will
fit me best?
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MINDSETS ALONGTHE JOURNEY04 SHOPPING: THE TERRAIN
THE TERRAIN: COMPARE
NEEDS AND OPPORTUNITIESHow consumers navigate the journey
DiscoveryCurrent state
Served via travel and carsin street
Needs & Opportunities
Tis behavior should really bepushed earlier in the Journey.By encouraging Eliminatebehavior, the conusion thatnew discovery causes at thisstage can be removed
Enrichment &ConfidenceCurrent state
Served via partner, riends andreview sites
Needs & Opportunities
Focus on communication: aspeople make comparisons theywant to reach out to the peoplethey know and trust
Goal is reaching confidence,hence important to link their
enrichment inormation tothoughts o amily and riends
Consumer reviews needtriangulationor approvalby inner circle
Enrichment &ConfidenceCurrent state
Overlaps between the two roles
Served with expert reviews,manuacturer and dealer sitespulling toward enrichment
Buyer and partner opinionspull toward confidence
Needs & Opportunities
Localized comparison:prominently connect fit andexperience elements to localdealers, helping influence
hunt and deal, and makingthe path smoother
A ocus on communication: aspeople make comparisons, theywant to reach out to the peoplethey know and trust
Te goal is reaching confidence:its important to link theirenrichment inormation tothoughts o amily and riends
Consumer reviews needtriangulationor approvalby inner circle
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MINDSETS ALONGTHE JOURNEY04 SHOPPING: THE TERRAIN
THE TERRAIN: COMPARE
NEEDS AND OPPORTUNITIESHow consumers navigate the journey
ProjectionCurrent state
Served via travel
Needs & Opportunities
Virtual test drives and360 degree viewsmakeseliminating options by how wellthey fit relatively hassle-reeand accelerates this stage othe Journey
Video
Cross-category opportunities,
especially in ravel content
EnrichmentCurrent state
Served via autos sites,primarily comparison
Needs & Opportunities
riangulate authoritativeinormation withcustomer reviews
ProjectionCurrent state
Served via Dad
Needs & Opportunities
Virtual test drives and360 degree viewsmakeseliminating options by how well
they fit, relatively hassle-reeand accelerates this stage othe Journey
Video
Cross-category opportunities,especially in ravel content
EnrichmentCurrent state
Not served
Needs & Opportunities
General fit and experiencecomparison: incorporatingactors o liestyle, lie stage
perhaps using gaming elements
Localized comparison:prominently connect fit andexperience elements to localdealers, helping influencehunt and deal, and makingthe path smoother
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THE CAR & THE DEAL
By the time they reach the midway pointo the Shopping stage, auto-buyers have
finally zeroed in on the one. Teyknow the specs and options they wantandhow much theyre willing to pay or them.For some consumers, this stage is ocusedon planning negotiation tactics and knowingwhere to give in. For others, its about findinga specific car at exactly the right price andhunting it down remorselessly.
Once consumers in the UK have finishedtheir comparison work, they take one last lookbeore they leaptheres a pause to reflect onthe purchase and plan the negotiation phase.Confidence is rising and relie starts to kick in.
For US auto-buyers, confidence and clarity areat an all-time high at this point. But maintainingconfidence in their decision is key. Consumersseek the final details they need to achieve ullunderstanding o what they are getting into, asthey think about how the car will fit into theirdaily lives.
In Brazil, however, the Shopping stage is yetanother where consumers dont have all the pieces
they need to eel good about their decision. ABrazilian auto-buyer can become ocused on oneparticular make and model, but i it doesnt eelright, hes pushed back several stages, to the messyprocess again. But i a consumer successullysettles into this phase, confidence starts to build,with commitment (at least partially) to a car.Six out o ten consumers in Brazil will revert toearlier stage behavior here.
With test drives complete, consumers in Indianeed confirmation rom their amilies that theirintended decision is the right one. Again, itsa matter o keeping up the confidence in theirpreerred car, while seeking to get a better sense oit and understanding all the options. As in Brazil,six out o ten Indian consumers will revert to theCompare and Eliminate steps here.
MINDSETS ALONGTHE JOURNEY04 SHOPPING: THE CAR & THE DEAL
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MINDSETS ALONGTHE JOURNEY04 SHOPPING: THE CAR & THE DEAL
NEEDS AND OPPORTUNITIESHow consumers navigate the journey
ProjectionCurrent state
Served via partner
Needs & Opportunities
Lending ree or cars/sharingdata with dealers to reach outwith deals
Link between MSN Autos andMSN Money content
Location-based links to dealers,combined with easy liestyledata-sharing
Price comparisons and deallocation via smartphonebarcode scan
ConfidenceCurrent state
Not served
Needs & Opportunities
Local reviews o dealersto build confidence goinginto deal
Maintain confidence in the carthroughout deal and delivery
via communication o eaturesand driver testimony
Projection &ComprehensionCurrent state
Not served
Needs & Opportunities
Lending ree or cars/sharingdata with dealers so they canreach out with deals: exists butis not well known
Interesting partnershipopportunitiesand great linkbetween MSN Autos and MSNMoney content
Location-based links to dealers,combined with easy datasharing (less personal data,more needs/liestyle/fit data)
Price comparison and deallocation via smartphonebarcode scan
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MINDSETS ALONGTHE JOURNEY04 SHOPPING: THE CAR & THE DEAL
DEALERS
Most consumers go to the dealer with theintention o buying a specific car, armedwith all the acts they need to get to the
best price possibleand then get out as ast asthey can. Tey typically begin relying on mobiletechnology to locate dealerships and get on-the-fly inormation. Once there, consumers may belucky enough to have a avored and riendlydealer; otherwise the dealership experience issomewhere between a game and a battle.
When it comes to the actual purchase, consumerstend to buy rom dealers they like. Our researchshowed that 49% o purchasers globally liked thedealer they bought rom a lot. Consumers whoare less confident generally are less positive aboutdealers overall.
Dealer Bought From
0
1
2
3
4
5
20
40
60
80
100
120
Other Dealers
On a scale o 1-5 with 5 as liked a lot, how did you like the dealer you bought romcompared to other dealers?
My smartphone is my rock, my lie.Its portable and discreet.Female, US
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OWNERSHIP
At an average o just over five months intothe journey globally, consumers have their
vehicle. Now, the ocus is on the car: howit perorms and how others react to it. Consumerspersonalize cars just as they would a new mobilephone. Teres a period o discovery, wherepeople explore unexpected eatures. ypically, thehoneymoon period isnt long-lasting, though. Teamount o ongoing dealer contact and warrantyactivity required by consumers helps validate theirdecisionor fill them with regret.
In the UK, new owners try to work out how tomake the most o their purchase, and this ofenresults in quick checks against review sites tomake sure they got the best deal on the idealcar. Teyll also seek the opinion and judge thereaction o their partner.
US auto-buyers tend to swing back over to theemotion side o the ecosystem. Clear, confident,relieved and proud o their decision, they tend totrust the way they made the decision and the endresult. Tey might even love their new purchaseso much that they give their new car a name.
From filtering through unhelpul inormation tosecuring the financing, navigating the journey or
Brazilians is not easy. At this point, consumerstend to eel relie that the process is over. Mostcant help making a ew checks though, just tobe sure they made the right choice. Tey are stillseeking to understand the car better, but this time,they only have one vehicle to researchand explore.
Car-buyers in India tend to expect an easy post-purchase relationship with the dealer, but thisphase is primarily about the amily reconfirmingthe choice and ully experiencing the new car.Consumers will subsequently get comortablewith the technical elements and show off theirnew purchase on their social networks.
MINDSETS ALONGTHE JOURNEY05 EXPERIENCING
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MINDSETS ALONGTHE JOURNEY05 EXPERIENCING
NEEDS AND OPPORTUNITIESHow consumers navigate the journey
ProjectionCurrent state
Not served
Needs & Opportunities
Later ownership stage to beserved through portable autoscontent and videoas coveredin Worldview stage
ComprehensionNeeds & Opportunities
Facilitate contact betweenmanuacturer and consumer
Encourage driver testimony
to validate choices and inspireusage o newly purchased car
ConfidenceCurrent state
Not served
Validation & AdvocacyNeeds & Opportunities
Encourage greater linkagebetween validationand advocacy
Reviews easily linked or co-published on social networks
More sharing o decisionprocess (e.g. Pinterest or cars)
ProjectionCurrent state
Served only via partner
Needs & Opportunities
Later ownership stage to beserved through portable autoscontent and video
ComprehensionCurrent state
Not served
Needs & Opportunities
Facilitate contact betweenmanuacturer and consumer
ValidationNeeds & Opportunities
Encourage greater linkagebetween validationand advocacy
Enable reviews on MSN Autosto be easily linked or co-
published on social networks Allow or greater sharing o
decision process (e.g. Pinterestor cars)
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MINDSETS ALONGTHE JOURNEY05 EXPERIENCING
NEEDS AND OPPORTUNITIESHow consumers navigate the journey
ProjectionCurrent state
Served via dealer sites
Needs & Opportunities
Show how the new purchase fitsinto his/her lie via customizedmobile content
Validation (& Advocacy)Needs & Opportunities
Encourage greater linkagebetween popular validation andless common advocacy
Enable reviews on MSN Autosto be easily linked or co-published on social networks
Allow or greater sharing odecision process (e.g. Pinterestor cars)
ProjectionCurrent state
Only served via partner
Needs & Opportunities
Later ownership stage to beserved through portable autoscontent and video
ComprehensionCurrent state
Not served
Needs & Opportunities
Facilitate contact betweenmanuacturer and consumer
Validation (& Advocacy)Needs & Opportunities
Encourage greater linkagebetween popular validation andless common advocacy
Enable reviews to be easilylinked or co-published on
social networks Allow or greater sharing o
decision process (e.g. Pinterestor cars)
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At Microsof, were developing new ways to bring marketers and consumers closertogether along the path to purchase. Heres just one example:
CONSUMERS ATEVERY STEPHOW MICROSOFT ADVERTISING CAN HELP
he study Te Consumer Journey: Auto-Buyers demonstrates that marketers nolonger have a captive audience reached
through a select ew points o influence. As aresult, its difficult to know and understand whereyou should invest marketing dollars along thepath to purchase or optimal impact.
Both consumers and marketers find themselvesin a challenging new environment, where toomany choices and complexity can ofen obuscatethe right solution or purchase decision at any
given time. But knowing how to harness digitalchannels can help start to close that divide,reaching and inspiring consumers at the rightplace and time, clariying their choices andenabling easier decision-making.
OPEN TO POSSIBILITY
Current state
While consumer brand associations run deep inthe US and UK, theyre more open in emerging
markets. Xbox LIVE drives high brand lif whenconsumers are paying attention in a lean-orwardgaming environment. Ad effectiveness researchon more than 20 campaigns shows double-digitlifs across key brand metrics (Microsof Internal,2012). And in act, in the Consumer Journey:Auto-Buyers study, 30% o consumers in theUS and UK said they would be interested inexperiencing a test drive through agaming environment.
DECISION TO CHANGE
Motivation
Consumers are usually motivated to make achange because o personal circumstances. Butsome consumers admit they simply buy a newcar because they want one. Microsof enablesconsumers to investigate something that catchestheir eye, without doing any hard work, viaKinects integration with Bing.
EVALUATING
Worldview
In the Evaluating stage, the Worldview phaseprovides consumers with a route into their earlyresearch using liestyle content. MSN Autos inthe USwith 5.5 million unique usersprovidestop ten lists and other helpul ways to startresearching in a way that helps establish early fit.
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SHOPPING
Te errain
As consumers begin the heavy job o eliminatingand comparing options, MSN Autos provides asingle location or reviews, proessional ratingsand compelling video, bringing to lie a consumersconsideration set.
Te CarTe easy integration o MSN Autos andMSN Money makes it easy or consumers toeel confident beore entering negotiations withthe dealerships.
Te DealLocal dealership listings on the MSN Autos mobileapp enable consumers to leave a dealership theydont like, and easily find one nearby that they do.
EXPERIENCING
Ownership
Windows 8 apps on Microsofs new Suracetablet are an ideal way or consumers to continueinteraction with the car manuacturer throughoutthe ownership process. Now, the brand becomes aninormation sourceand helps drive validation.
CONSUMERS ATEVERY STEPHOW MICROSOFT ADVERTISING CAN HELP
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ADVERTISING
GLOBAL INSIGHTS& ANALYTICS
While many tech and media companies conduct market research thatdescribes what consumers are doing, the Microsof AdvertisingGlobal Insights & Analytics team believes innovation stems rom
getting at the why.As a result, we go beyond behavior to ocus on why consumersdo what they dowhether thats choosing one brand over another, or exhibitinga preerence or a specific platorm. Our goal is to create more robust, insights-driven narratives that put a human ace on our audience, making it easier orcustomers to tell creative, relevant and connected stories across platorms.
Natasha HritzukSenior Director o Global Insights
New York, NY
Kelly JonesHead o Marketing Insights
New York, NY
2012 Microsof Corporation. All rights reserved. Tis document is provided as-is. Inormation and views expressed in this document,including URL and other Internet Web site reerences, may change without notice. You bear the risk o using it.
Some examples are or illustration only and are fictitious. No real association is intended or inerred.
Tis document does not provide you with any legal rights to any intellectual property in any Microsof product. You may copy and use
this document or your internal, reerence purposes.