Stuart Bluck, AutoTrader

1. How we are understanding today’s car
buyer
Stuart Bluck
Head of Research

3. 3

5. The lines continue to blur between
new car and used car purchases
Q6: When thinking about your vehicle purchase, were you considering?
Base = 1972 (All); 593 (New); 1379 (Used)
29%
41%
31%
New Used New or Used
1/3 of all car buyers are considering
both new and used car options

6. The internet continues to be
the main research method for car buyers
Q15: Which of the following source(s), did you use or see while vehicle shopping?
Base = 1972 (All); 593 (New); 1379 (Used)
74%
62%
23%
16% 15%
11% 8% 7% 5% 2%
Internet Dealership
Visits
Referral Newspaper Magazine Television Outdoor
Ads
Direct Mail Radio Other

7. PC’s and Laptops
were used by
72%
Smartphones
Were used by
41%
Tablets
Were used by
33%
Q1a. Looking at the list of devices below which are you currently using for researching your next car purchase? Base: N12M (441), N6M (326), N3M (238)
Q6. On which devices have you done/ are you planning to do each of these things? Base: When doing initial research (329), When I have made a shortlist (316),
When I have found the make and model (251), When I have found the exact car (175)
As the world moves mobile, its important not to
forget the humble pc

8. Consumers are constantly connected to their devices
0%
10%
20%
30%
40%
50%
60%
70%
Watching TV Talking Eating/ drinking In bed Doing nothing
other than using
device
Laptop PC Tablet (web) Smartphone (web)
Q8. Generally speaking, where do you tend to be when using each of the following devices when research/ planning your next car purchase? Base: desktop (357), laptop (706), tablet (274), tablet app (35*),
smartphone (186), smartphone app (50*) *CAUTION LOW BASEQ13. You said that you use your devices for research at home. What if anything are you doing when you are using these devices at home? Base
PC (319), laptop (649), tablet web (228), tablet app (28), smartphone web (122), smartphone app (24) *CAUTION LOW BASE
“I’ll pick up my phone
during an ad break,
and realise I’ve gone
through the rest of
the TV programme!”
“It’s more comfortable
to sit at my PC, then I
can really concentrate”

9. But expectations of the car buying process
often don’t match the actual behaviour
The majority of car buyers
expected to need to visit
2-3 dealerships
as part of the purchase process….
…. BUT in reality, often only visited 1 dealership

10. Car buyers are worried about going to the dealership
but the perception is worse than the reality
Q23b1/2. How much of a problem or difficulty do you find / would you find...? RATING 8-10 WHERE 10 = A BIG PROBLEM AND 1 = NOT A PROBLEM
Base: All who used dealer (892) / all who did not (107) (excl. Don’t know)
43%
33%
22%
24% 24% 23%
27%
21%
17% 17% 16% 16% 15%
13%
SALESPEOPLE
PRESSURE YOU
NEGOTIATING
UNPLEASANT
SLOW PROCESSES /
INEFFICIENT SERVICE
SALESPEOPLE DON’T
SHOW RESPECT
SALESPEOPLE DON’T
UNDERSTAND
NEEDS
SALESPEOPLE POOR
KNOWLEDGE ABOUT
CARS
UNCOMFORTABLE /
UNINVITING
SHOWROOM
Perception (not experienced) Past experience

11. Summary
 Car buyers are entering the car buying process undecided and open to
influence, automotive brands needs to establish how they can offer guidance
and support
 Decisions are being made online with car buyers turn up at the dealership
ready to transact – dealerships needs to respond by adapting the way they
operate
 It isn’t always mobile first – the pc remain the main device used as users
compare cars before switching to mobile devices once they have narrowed
down their choices.
 There is need a to embrace transparency that is prevalent in other sectors to
aid decision making and generate trust