Driving Trust With Tech

Tim LumbResearch Manager

2014: the centrality of mobile devices, and the “always on, always shopping” lifestyle arising from mobile usage

54% of the UK population own a smartphone

38% own a tablet

On average 739 million minutes per month spent on Automotive sites in UK.

(that’s more than Blogs, Instant Messengers, and Food sites).

TVAll Digital Press

3hr 41mins

3hr 15mins

20 mins

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t Pe

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Source: Comscore 12 month average May13-Apr14Source: eMarketer 2014 Source: eMarketer 2014

An online survey of car buyers

Sample demographically matched to the profile of car buyers as defined in TGI (n=25,000)

Intend to buy a new or nearly new car in the next 3 months from a Franchised dealership

Have bought a new or nearly new (3 years old or less) car in the last 6 months from a Franchised dealership

100 UK car-buyers

-Open to possibility-Decision to change-Evaluating-Shopping-Experiencing

The Car Buying Experience

source : kantar media base: all gb car buyers 17+ (100) base size for 17-44s is low - results are indicative q3. how [do/did] you find the experience of buying a car compared with buying other products or services? answered on a 10-point scale. results shown based on top 3 and bottom 3 boxes

stressful vs stress-free39% 32%

complex vs simple

34% 31%

risky vs safe

34% 27%

stressful vs stress-free27% 20%

complex vs simple

18% 20%

risky vs safe

37% 24%

MortgageCar

84% of buyers have at least some negative association with car buying

Trust in the dealer is paramount

Almost half (49%) of car buyers do not know if they are getting a good deal when they buy a car

Over half (54%) of car buyers think that finding a dealer that they can trust is a potential barrier to car buying

71% of car buyers will only buy from a car dealer they like or trust

Source : Kantar Media Base: All GB car buyers (100)Q5a. Which of the following, if any, are potential barriers that might deter you from buying a car?Q6/Q6b And to what extent do you agree or disagree with the following statements about buying a car?

Average of 2.1

dealerships visited in

person

There is an opportunity to build trust between buyer and seller

Base: All GB car buyers (100) Q1a What source(s) [are you using/did you use] to research the car you [are going to buy/bought]? buy/bought]?

Car dealers help me find the right car for me

I find car dealers very knowledgeable and to offer good advice

I will only buy from a car dealer I like or trust

0% 10% 20% 30% 40% 50% 60% 70% 80%

41%

45%

71%

The hypothesis

Opportunity to use technology to deliver content in new ways

Time poor connected consumers

Brand experience is key throughout the purchase journey

Car buying can be stressful and risky

To see the results contact your Microsoft advertising sales representative.

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