X ad report pathtopurchase - automotive
- 1. xAd Mobile Travel Path-to-Purchase: Consumer Journey Analysis Nielsen Smartphone Analytics Panel Measurement Period: April 2012 Delivery: September 2012 Automotive
- 2. 2 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Source: Q2 2012 xAd Custom Report Almost all Automotive mobile activity is through the web Monthly Time per Person (hh:mm:ss) – Automotive US, Android and iPhone, April 2012 15%15% 1% Total Apps* Web Unique Audience and Reach – Automotive US, Android and iPhone, April 2012 13.5M 854K 13.1M Combined Automotive App/Web* Time per Person 00:08:38 Web 92% 00:07:59 Apps* 8% 00:00:39 *Caution: Low sample size. View app data directionally
- 3. 3 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Source: Q2 2012 xAd Custom Report 1.2% 1.2% 1.0% 0.9% 0.9% 0.8% 0.8% 0.8% 0.7% 0.7% 0.6% 0.5% 0.5% 0.5% 0.4% 0.4% 0.4% 0.3% 0.3% 0.3% Edm unds.com Kelley Blue Book AutoG uide.com N etw ork SIM Autom otive W ebsites Internet B rands A uto N etw ork AutoZone AutoTrader.com Toyota C ars.com Ford Yahoo! Autos W ebsites AA A D m v.org Advanceautoparts.com Auto Parts W arehouse H O ND A C ar and D river O 'R eilly Auto P arts C hevrolet Jeep Informational sites like Edmunds, KBB, and AutoGuide are the only properties that exceed 1% reach Combined Web-App Reach % by Entity – Automotive US, Android and iPhone, April 2012
- 4. 4 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Source: Q2 2012 xAd Custom Report 0.3% 0.2% 0.2% 0.2% 0.2% Edmunds Kelley Blue Book Cars.com Toyota Entune AAA Discounts Mobile automotive apps have very low penetration Mobile App* Reach % by Entity – Automotive US, Android and iPhone, April 2012 *Caution: Low sample size. View app data directionally
- 5. 5 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Source: Q2 2012 xAd Custom Report 1.0% 1.0% 1.0% 0.9% 0.9% 0.8% 0.8% 0.7% 0.6% 0.6% 0.5% 0.5% 0.5% 0.4% 0.4% 0.4% 0.4% 0.3% 0.3% 0.3% Kelley Blue Book AutoG uide.com N etw ork Edm unds.com SIM Autom otive W ebsites Internet B rands A uto N etw ork AutoZone AutoTrader.com Ford Yahoo! Autos W ebsites TO Y O TA C ars.com D m v.org Advanceautoparts.com AA A Auto Parts W arehouse H O ND A C ar and D river O 'R eilly Auto P arts C hevrolet Jeep Ford has the highest reach among auto manufacturers Mobile Web Reach % by Entity – Automotive US, Android and iPhone, April 2012
- 6. 6 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Source: Q2 2012 xAd Custom Report 8.3% 4.0% 3.0% Automotive Info Auto Manufacturers Auto Parts Information properties have the highest reach in auto Combined Web-App Reach % by Sub-Category – Automotive US, Android and iPhone, April 2012 Kelley Blue Book Autoguide.com Edmunds SIM Automotive AutoTrader.com Yahoo! Auto Ford Toyota Honda Chevrolet Infiniti Jeep AutoZone Advanceautoparts.com Auto Parts Warehouse O’Reilly Auto Parts Tirerack.com Pep Boys
- 7. 7 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Source: Q2 2012 xAd Custom Report 0.6% 0.2% 7.9% 3.9% 3.0% Automotive Info Auto Manufacturers Auto Parts App Web All automotive sub-categories skew towards web usage App* and Web Reach % by Sub-Category – Automotive US, Android and iPhone, April 2012 n/a *Caution: Low sample size. View app data directionally
- 8. 8 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Source: Q2 2012 xAd Custom Report 64% 65% 61% 68% 36% 35% 39% 32% Automotive Total Automotive Info Auto Manufacturers Auto Parts Male Female Gender Composition by Sub-Category US, Android, and iPhone, April 2012 Auto Parts skew older and more male than the other automotive sub-categories Age Composition by Sub-Category US, Android and iPhone, April 2012 16% 18% 12% 12% 31% 32% 34% 29% 24% 24% 25% 31% 14% 12% 9% 15% 15% 14% 19% 13% Automotive Total Automotive Info Auto Manufacturers Auto Parts 18-24 25-34 35-44 45-54 55+
- 9. 9 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Source: Q2 2012 xAd Custom Report 14% 16% 12% 15% 20% 21% 16% 20% 35% 31% 39% 38% 22% 24% 21% 16% 10% 8% 12% 10% Automotive Total Automotive Info Auto Manufacturers Auto Parts <$25K $25-50K $50-100K $100-150K $150K+ Income Composition by Sub-Category US, Android, and iPhone, April 2012 Auto Manufacturers visitors have the highest income Race Composition by Sub-Category US, Android and iPhone, April 2012 68% 69% 69% 69% 13% 13% 14% 15% 7% 4% 8% 6% 4% 6% 3% 5% 7% 7% 6% 6% Automotive Total Automotive Info Auto Manufacturers Auto Parts White / Caucasian Black / African-Amer Asian / Pac Islander Mixed Race Other
- 10. 10 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Source: Q2 2012 xAd Custom Report 7% 9% 4% 5% 11% 10% 12% 10% 31% 33% 28% 39% 11% 13% 10% 11% 27% 24% 31% 25% 12% 12% 15% 9% Automotive Total Automotive Info Auto Manufacturers Auto Parts <High School High School or Equiv Some College No Degree Associate Degree Bachelor's Degree Postgraduate Degree Education Composition by Sub-Category US, Android, and iPhone, April 2012 46% of Auto Manufacturer users have at least a bachelor’s degree; 14% of Auto Parts users are self employed Employment Composition by Sub-Category US, Android and iPhone, April 2012 54% 54% 61% 55% 10% 11% 8% 8% 10% 8% 5% 14% 4% 4% 5% 3% 9% 9% 7% 7% 5% 4% 5% 7% 7% 8% 9% 5% Automotive Total Automotive Info Auto Manufacturers Auto Parts Full Time Part Time Self Employed Homemaker Student Retired Other
- 11. 11 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Source: Q2 2012 xAd Custom Report Case Study #1: Auto Researcher • Male, 39, White, $75- 99K annual income, Employed full time, Bachelor’s degree, married, iPhone • Heavy user of mobile retail sites, likes to conduct research on products he’s shopping for • Uses Google search as his portal to find information Total Time Distribution in Auto Research Session Google Search Wikipedia (Auto) Automotive Info Auto Manufacturers Friday Afternoon 48% 32% 8%
- 12. 12 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Source: Q2 2012 xAd Custom Report Case Study #1: Auto Researcher Friday Afternoon 4 mins on Edmunds 15 mins inactivity 3 mins on Land Rover Discovery page 11 mins on: Search Results Vehicle Overview Features Safety Price 7 mins on: Vehicle Info Retailers Video
- 13. 13 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Source: Q2 2012 xAd Custom Report Automotive reach among higher income males 25-54 exceeds 20% 11% 15% 21% Automotive (total) M 25-54 $75K+ F 25-54 $75K+ Unique Audience and Reach – Automotive US, Android and iPhone, April 2012 13.5M 3.3M 1.3M 64% 50% 66% 36% 50% 34% Automotive (total) Edmunds Carmax Male Female 16% 19% 1% 31% 22% 35% 24% 38% 32% 14% 13% 16% 15% 8% 16% Automotive (total) Edmunds Carmax 18-24 25-34 35-44 45-54 55+ Gender Composition US, Android, and iPhone, April 2012 Age Composition US, Android and iPhone, April 2012
- 14. 14 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Source: Q2 2012 xAd Custom Report Case Study #2: Deal Hunter • Man, 31, Asian / Pacific Islander, $35-50K annual income, Employed full time, Some college but no degree, married, HTC EVO 4G • Enjoys playing mobile and console games • Reads a lot of local news content on his phone Total Time Distribution in Deal Hunter Session Google Search Auto Information Auto Manufacturers Monday Evening
- 15. 15 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Source: Q2 2012 xAd Custom Report Monday Evening Later That Evening… Case Study #2: Deal Hunter 4 minutes reading: Top 10 Cheapest New Cars You Can Buy 4 mins on m.chevrolet.com 3 mins on m.buick.com Current Offers Offer Results 3 mins on m.gmc.com Current Offers Offer Results Back to m.chevrolet.com for 6 minutes until the end of the session
- 16. 16 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Source: Q2 2012 xAd Custom Report Opportunity exists to target the <$75K income group 7.8% 8.8% 3.5% 4.6% 3.4% 2.5% 15.7%15.2% Automotive Total <$75K Automotive Total >$75K Auto Information <$75K Auto Information >$75K Auto Manufacturers <$75K Auto Manufacturers >$75K Auto Parts <$75K Auto Parts >$75K Unique Audience and Reach by Income – Automotive US, Android and iPhone, April 2012 1.6M 6.4M 7.0M 1.9M 3.6M 3.6M 1.6M 1.0M
- 17. 17 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Source: Q2 2012 xAd Custom Report Case Study #3: Circumstantial User • Woman, 27, White, $75- 99K annual income, Self-employed, Some college but no degree, married, HTC Glacier • Google is her preferred search portal • An avid reader and user of the Kindle app • Frequently texts using the Handcent SMS app Total Time Distribution in Automotive Session Google Search Automotive Info Auto Parts Messaging Thursday Afternoon 73% 12%
- 18. 18 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Source: Q2 2012 xAd Custom Report Case Study #3: Circumstantial User ISSUE: This user is experiencing an oil leak in her Ford F-350. She uses her phone to diagnose the problem and locate the part necessary to fix it. Searches threads on ford-truck.com user forums Directed to the auto section of Fixya.com, Ford F-350 oil pan Directed to F-350 oil pan removal page Checks oil dipstick leak page on thedieselstop.com 2 mins on AutoZone.com: Parts Store Locator
- 19. 19 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Source: Q2 2012 xAd Custom Report More males than females visit auto parts sites but the time spent by both is nearly identical Monthly Time per Person (hh:mm:ss) – Auto Parts US, Android and iPhone, April 2012 1.7% 4.2% 3.0% Auto Parts (total) Male Female Unique Audience and Reach – Auto Parts US, Android and iPhone, April 2012 0:06:060:06:100:06:09 Auto Parts (total) Male Female 698K 1.9M 2.6M
- 20. 20 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Source: Q2 2012 xAd Custom Report Case Study #4: Gear Head • Man, 33, Black / African- American, $100-125K income, employed full time, bachelor’s degree, married, iPhone • Uses his mobile phone for a variety of shopping activities, not just auto part related • Frequently checks “daily deal” apps like LivingSocial and Groupon Total Time Distribution in Gear Head Session Google Search Auto Parts Auto Information Social Networking Monday Morning 66% 21%
- 21. 21 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Source: Q2 2012 xAd Custom Report Case Study #4: Gear Head Vehicle bolt pattern reference page for Acura Visits Lugs-N-Stuff eBay store 18 mins to purchase: Brake Rotors Brakes – searches models Order Item Display FamilyCar.com: Acura car part search Searches Acura accessories and tires Thmotorsports.com Wheel studs 10 minutes browsing Rockauto.com catalogue 10 minutes browsing Cars.com app Acura Car Owner
- 22. 22 Copyright © 2012 The Nielsen Company. Confidential and proprietary. Source: Q2 2012 xAd Custom Report African Americans have slightly higher reach and spend more time on average on Auto Parts sites and apps Monthly Time per Person (hh:mm:ss) – Auto Parts US, Android and iPhone, April 2012 3.2% 3.5% 3.0%3.0% Auto Parts (total) White Black / African American Asian Unique Audience and Reach – Auto Parts US, Android and iPhone, April 2012 0:07:38 0:04:15 0:05:560:06:09 Auto Parts (total) White Black / African American Asian 325K 1.8M2.6M 200K