Car Accessories Market

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  • Topic: Auto parts, Spare parts management, Research
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  • Published : February 27, 2013
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The 2010 Automotive Aftermarket Study
Google/Compete The Role of the Internet and Search in the Automotive Parts, Tires, Services, and Accessories (PTSA) Research and Purchasing Process U.S., Nov 2010

Background and Methodology
Background
• The purpose of this study is to quantify consumers‟ use of the online channel for automotive parts and service research and shopping.

Methodology:
Phase 1 • Identify visitors to parts & service websites and report the following analytics: – Trended unique visitors, time on site and search referrals to the aftermarket sites: parts, accessories, service and tires – Branded vs. non-branded search referrals to aftermarket sites among website visitors and aftermarket purchasers – Sponsored vs. organic search referrals to the aftermarket sites among website visitors and aftermarket purchasers • Compete uses its proprietary tracking of consumer online behavior to identify and analyze visitors

Phase 2 • • Survey visitors to parts & service websites to identify attitudes and intent Compete fielded a targeted survey from August-September 2010 with 1,126 respondent completes with the following criteria: – Respondents are 18 years of age or older AND – Respondents were observed researching parts, tires, services or accessories online or offline within the past six months

Source: 2010 Google / Compete PTSA study

Google Confidential and Proprietary

2

2010 Study Key Findings

Search remains an integral part of the PTSA research & buying process

Consumers are utilizing the online channel for price & comparison shopping

Retailers are the preferred purchasing outlet over Dealers- both online and offline

Source: 2010 Google / Compete PTSA study

Google Confidential and Proprietary

Traffic To PSTA Sites Increased Year-Over-Year
Service sites had the largest percentage gain in traffic increasing 1.5x to over 7M unique visitors from Q1‟08-Q2‟10 Industry-Wide Visitors (Millions) (Clickstream Data; Unique Visitors, Q1 „08 to Q2 „10)

Clickstream data Source: 2010 Google / Compete PTSA study

Google Confidential and Proprietary

4

Search By The Numbers….

40%

Of Parts, Tires, Service, and Accessory site referrals come from Search…

40% 20%

…of these referrals result in a key purchase indicator

&
…of these referrals are exclusive

Clickstream data; KPI includes: Appointment, Chat, Coupons, News, Product Page, Store Locator, Add to Cart Source: 2010 Google / Compete PTSA study Google Confidential and Proprietary 5

Branded Referrals Continue to Drive KPIs
Branded search referrals drove more KPIs than non-branded search referrals from Q2 2009-Q2 2010

54%
Branded

46%
Non-Branded

52%
53%
Branded Branded

51%
Branded

Q2‟09

49%
Non-Branded

48%
Non-Branded

51%
Branded

47%
Non-Branded

Q3‟09 Q4‟09

49%
Non-Branded

Q1‟10

Q2‟10

Source: 2010 Google / Compete PTSA study Google Confidential and Proprietary 6

Search Was Used Early And Often
Over a third used search throughout the process

Search Usage During the Research Process
Used this source at the very beginning of my research

Parts
Tires

Used this source in the middle of my research Used this source at the very end of my research Used this source throughout the entire process

Accessories Service
Q4. When did you use each of these sources during your research process? Please select the response that best applies to each source. Search engines (e.g., Google, Yahoo!, etc.) ; Google Confidential and Proprietary Base: Selected search engines (e.g., Google, Yahoo!, etc.) in Q2 Source: 2010 Google / Compete PTSA study 7

Mobile Research Usage On The Rise

Over a third of PTSA
researchers said they were more likely to use their mobile device for PTSA research than a year ago Nearly of PTSA purchasers researched their purchase on a mobile device.

20%

Source: 2010 Google / Compete PTSA study

Google Confidential and...
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