Zmot for Automotive Purchasing

Only available on StudyMode
  • Download(s) : 54
  • Published : March 4, 2013
Open Document
Text Preview
The Zero Moment of Truth Automotive Study
Google/Shopper Sciences April 2011

Summary
•  The path to purchase in the automotive category is quite extensive. The vast majority of shoppers take several months to go from decision to action. •  During this time, shoppers are using a wide array of sources. FMOT, ZMOT and Stimulus all have above average usage. •  Mobile and Online Social source nodes are the only ones that do not pass the average. However, compared to Online Social and Mobile usage in other categories, the usage for Automotive is quite strong.

•  Shoppers clearly identify in-person experiences as the most influential – test driving, visiting a dealership, etc. •  The challenge for brands is generating enough influence during all of the pre-research (ZMOT) sources they interact with to get them to go to a dealership in the first place.

•  SMOT participation is incredibly high in this category. Shoppers are eager to talk about their experience after going through such a lengthy process. •  Age truly determines different behavior. Younger shoppers are using many more sources and participating in digital and mobile at a higher rate. •  However, the younger shopper also has higher expectations and more frustrations with their Internet experience.

2

Objectives & Methodology
How is auto shopper behavior changing in a digitally powered world? What role do new media like social & mobile in shopping for automobiles? How are shoppers’ expectations of the physical dealership changing?

Online shopper surveys with interactive game-like construct Fielded in March 2011 in the US Adults who purchased a new automobile in the past 2 years N=500 shoppers 3

Source: Google/Shopper Sciences, Zero Moment of Truth Study – Automotive, Apr 2011

Traditional 3-Step Mental Model of Marketing

Stimulus

First Moment of Truth
At shelf In-store

Second Moment of Truth
Experience

4

The New Mental Model of Marketing

Stimulus

First Moment of Truth
Pre-shopping | In-store | In-home At shelf In-store

Second Moment of Truth
Experience

5

We asked auto shoppers!

When? Purchase Timeline
How far in advance do shoppers start thinking about their auto purchase?

What? Source Usage
What traditional and new media sources did shoppers use to help them decide on their purchases?

How? Influence
How influential were each of the sources in the ultimate decision making?

Why? Information-Seeking
Why did shoppers consult the internet? What information where they looking for related to automobiles? 6

Source: Google/Shopper Sciences, Zero Moment of Truth Study – Automotive, Apr 2011

Purchasing an automobile is a very considered decision for shoppers. Length of Purchase Cycle

23% 17% 10% 7%
7-12 months before 4-6 months before 2-3 months before A month before More than a year before

17% 4%
3 weeks before

5%
2 weeks before

6%
A week before

2%
4-6 days before

3%
2-3 days before

1% 2%
9-12 hours before One day before

0%
5-8 hours before

1% 1%
3-4 hours before 1-2 hours before

1%
Within the hour of my purchase/lease

1%
A few moments before I purchased/leased

Q1 Again, for the rest of this survey we would like to focus on the new automobile you recently purchased/leased. First, in TOTAL, how long were you thinking about buying/leasing an automobile before you actually completed the transaction? N=500

Source: Google/Shopper Sciences, Zero Moment of Truth Study – Automotive, Apr 2011

Auto shoppers used on average 18.2 sources of information to help them make their purchase decision

18.2
sources

average usage

34%

For any one source, on average 34% of shoppers used it.
Source: Google/Shopper Sciences, Zero Moment of Truth Study – Automotive, Apr 2011 8

Even among above average sources, ZMOT outpaces traditional avenues of research. Sources Used – Above the 34% Average Usage Score

Saw ads on TV Read magazine articles Read...
tracking img