The drive to Decision – Planning to buy a car
96% of car buyers in India use Search during the purchase journey, according to latest Google-Kantar TNS study. Offline touchpoints during consumers’ car-buying journey dropped by 50%.
68% of car buyers start their research without an idea of the car they want to buy.
There is an unprecedented number of people coming online, searching for cars due to the growing data access and smartphone usage in India. Research that was conducted about the pros and cons reveals that people have now shifted to smartphones, effectively flipping the traditional route to car buying on its head. The Auto Gearshift Study 2017 by Google-Kantar TNS surveyed that 89% of all car purchases in India were digitally influenced for consumers who were interested in buying a car in India, which has increased by 14% from last year. The study was conducted globally across 27 markets and had nearly 14K respondents.
Here are four key insights from the study:
- 96% of car buyers use Search during the purchase journey
Over 9 out of 10 car buyers in India use Search at some stage of the purchase journey, and two-thirds of car buyers searched online to find dealerships. Most of them use awareness or consideration related keywords. Eighty-five percent of searches in the auto vertical were for specific auto brands. The most searched keywords within brand searches were about price, as India is a cost-conscious market. Consumers also searched for information about vehicle size, fuel efficiency, interiors, brand reputation, driving experience, reviews, and financing options.
- 80% of car buyers use online video during the purchase journey
With watch time of auto-related video increasing by 225%, year over year on YouTube alone, online video is emerging as the biggest disrupter in India’s automobile industry. Brands should use it to connect with potential consumers, as the medium is quickly becoming essential to the car-buying journey.
There’s been an incredible 2X growth in the usage of online video in the car category research and buying phase, just over the course of just one year. The study also found that 79% of all car buyers who watched online video took some action (went for a test drive, downloaded a brochure, visited a showroom, etc.) afterward.
- Offline touchpoints during consumers’ car-buying journey dropped by 50%
The average number of dealership visits during the car buying process has dropped from four to two in the past two years, with almost two-thirds of car buyers making two or fewer dealership visits. Additionally, nearly 90% of car buyers take two or fewer test drives.
- 68% of car buyers start their research without an idea of the car they want to buy
As the average car buyer’s thought processes are gradually evolving. The number of people who research before buying a car has increased from 55% in 2016 to about 68% in 2017, signifying the immense potential for brands to influence the buying process. Along with this, the number of people buying cars online has doubled from 18% in 2016 to 39% in 2017. Consumers are now more open to research and are aware of the online resources available for an in-depth study.
After the release of JIO, the internet is now part of the entire purchase journey for automobile buyers, and brands must quickly realize this opportunity. They should also consider consumers’ various lifestyles when promoting cars to specific audiences and keep in mind that what motivates a consumer to buy a car differs tremendously across audiences. Brands can now leverage from digital platforms and reach potential car buyers with relevant and customized ads according to their preferences.
While more than half the population in this country enquires before buying a car, it is very much obvious that the search volume will keep on increasing for the automobile industry. If you are in this sector and planning to grow in the digital platform, look no further because we at Yashus Digital Marketing Pvt. Ltd. provide 360 degree digital marketing services and also provide brilliant and innovative digital marketing campaigns that help you generate leads and push sales accompanied by some stellar content that will have people around the world recognize your brand. Come get an unfair advantage with us and leverage your business today.
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