Digital Shopper Experience Study Delves into Profile and Habits of Auto Shoppers in Brazil
SÃO PAULO: 22 Nov. 2018 – In its first-ever Digital Shopper Experience Study (DSE), J.D. Power Brasil and the iCarros portal found social media has a direct impact on the process for digital auto shoppers when selecting a vehicle brand. The study shows that 53% of potential buyers used Facebook to search for a car, as well as YouTube (49%) and WhatsApp (31%). Although Instagram was only indicated by 17% of the interviewees as the channel used during their purchasing research, it was the social media channel with the highest influence among potential buyers, with 793 points (on a 1,000-point scale), 19 points ahead of Facebook.
The study interviewed 1,489 customers from the iCarros portal to assess the digital experience of the shopping process which precedes the purchase of new vehicles, such as browsing the websites and social networking websites of the automakers with the highest volume of sales in the Brazilian market.
“The study confirms the trend that potential buyers are increasingly connected to social media, which now exerts an important influence on the car purchasing process,” says Fabio Braga, Director of Brazil Operations at J.D.Power Brasil. “The study also showed that automakers need to be more aware of possibilities and building relationships with potential customers through the digital field since, according to the study, only 33% of users were contacted by the company after browsing their website or social media. Of these, only 23% who intended to purchase a brand-new vehicle interacted online with a salesperson.”
This study helps us to understand even more this digitization movement in the automotive market - which is critical to provide the consumer with a complete experience, increasing greatly the chances of closing the deal," says Ricardo Bonzo Filho, CEO of iCarros. "We have invested in technology to develop innovative solutions that contribute to the greater efficiency of the dealer's business, aiming to reduce bureaucracy regarding the journey of buying and selling vehicles, improving the consumer experience and, consequently, the efficiency of the entire automotive chain." adds Bonzo.
Following are additional findings of the 2018 study:
- People prefer searching for vehicles online on weekday evenings at home: The study showed that 48% of the interviewees searched for a vehicle at night, between 6 pm and 9 pm and 91% reported doing so at home. Additionally, 88% searched on weekdays (Monday to Friday). During the search for the car, the five main types of information sought were: information about the model (35%), ratings and comments (32%), comparisons between vehicles (30%), photo gallery (25%) and data about after-sale service prices (20%).
- The younger the shopper, the more smartphones are used in vehicle searches: The study found 88% of the interviewees said they used a mobile phone for searching on the Internet. However, in the comparison between generations, the younger the potential buyer, the higher the percentage of smartphone use. For example, among baby boomers (born between 1946 and 1964), the device most used for searches were desktops (76%), followed by mobile phones (68%). Generations X (1965 to 1976), Y (1977 to 1994) and Z (1995 to 2004), smartphone use was 83%, 93% and 99%, respectively.
- Interaction with a salesperson on the Internet can ensure the deal: Of potential buyers who established contact with a salesperson through a digital environment, 46% said they did a financing/installment payment simulation for the vehicle, 45% requested price information and 23% asked for additional information about the car. Among those who made contact, 43% personally visited the dealership.
Hyundai-HMB had the highest overall satisfaction level in the study with 724 points, followed by Volkswagen, with 720 points. The industry satisfaction average was 710 points.
The DSE study examines the satisfaction of potential buyers during the car search experience and examined six factors (listed in order of importance): OEM Site Content (30%); OEM Site Navigation (20%); OEM Site Speed (15%); OEM Site Appearance (12%); Dealer Contact Responsiveness (12%); and Information Provided by Dealer (12%). Satisfaction is calculated on a scale of 1,000 points.
The Digital Shopper Experience Study is based on the evaluations of 1,489 iCarros portal customers, who had already started the search process for buying a new car. The study was conducted between July and October 2018.
J.D. Power is a global leader in consumer insights, consulting services, data and analyses. This expertise enables J.D. Power to help its clients boost customer satisfaction, grow and become more profitable. Founded in 1968, J.D. Power is headquartered in Costa Mesa, California, and has offices serving North/South America, Asia-Pacific and Europe. J.D. Power is a company from the XIO Group portfolio, a global alternative investments and private equity firm, headquartered in London, and led by its four founders: Athene Li, Joseph Pacini, Murphy Qiao and Carsten Geyer.
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