Car Accessories Market
The 2010 Automotive Aftermarket Study
Google/Compete The Role of the Internet and Search in the Automotive Parts, Tires, Services, and Accessories (PTSA) Research and Purchasing Process U.S., Nov 2010
Background and Methodology
Background
• The purpose of this study is to quantify consumers‟ use of the online channel for automotive parts and service research and shopping.
Methodology:
Phase 1 • Identify visitors to parts & service websites and report the following analytics: – Trended unique visitors, time on site and search referrals to the aftermarket sites: parts, accessories, service and tires – Branded vs. non-branded search referrals to aftermarket sites among website visitors and aftermarket purchasers – Sponsored vs. organic search referrals to the aftermarket sites among website visitors and aftermarket purchasers • Compete uses its proprietary tracking of consumer online behavior to identify and analyze visitors
Phase 2 • • Survey visitors to parts & service websites to identify attitudes and intent Compete fielded a targeted survey from August-September 2010 with 1,126 respondent completes with the following criteria: – Respondents are 18 years of age or older AND – Respondents were observed researching parts, tires, services or accessories online or offline within the past six months
Source: 2010 Google / Compete PTSA study
Google Confidential and Proprietary
2
2010 Study Key Findings
Search remains an integral part of the PTSA research & buying process
Consumers are utilizing the online channel for price & comparison shopping
Retailers are the preferred purchasing outlet over Dealers- both online and offline
Source: 2010 Google / Compete PTSA study
Google Confidential and Proprietary
Traffic To PSTA Sites Increased Year-Over-Year
Service sites had the largest percentage gain in traffic increasing 1.5x to over 7M unique visitors from Q1‟08-Q2‟10
Industry-Wide Visitors (Millions) (Clickstream Data; Unique
Google/Compete The Role of the Internet and Search in the Automotive Parts, Tires, Services, and Accessories (PTSA) Research and Purchasing Process U.S., Nov 2010
Background and Methodology
Background
• The purpose of this study is to quantify consumers‟ use of the online channel for automotive parts and service research and shopping.
Methodology:
Phase 1 • Identify visitors to parts & service websites and report the following analytics: – Trended unique visitors, time on site and search referrals to the aftermarket sites: parts, accessories, service and tires – Branded vs. non-branded search referrals to aftermarket sites among website visitors and aftermarket purchasers – Sponsored vs. organic search referrals to the aftermarket sites among website visitors and aftermarket purchasers • Compete uses its proprietary tracking of consumer online behavior to identify and analyze visitors
Phase 2 • • Survey visitors to parts & service websites to identify attitudes and intent Compete fielded a targeted survey from August-September 2010 with 1,126 respondent completes with the following criteria: – Respondents are 18 years of age or older AND – Respondents were observed researching parts, tires, services or accessories online or offline within the past six months
Source: 2010 Google / Compete PTSA study
Google Confidential and Proprietary
2
2010 Study Key Findings
Search remains an integral part of the PTSA research & buying process
Consumers are utilizing the online channel for price & comparison shopping
Retailers are the preferred purchasing outlet over Dealers- both online and offline
Source: 2010 Google / Compete PTSA study
Google Confidential and Proprietary
Traffic To PSTA Sites Increased Year-Over-Year
Service sites had the largest percentage gain in traffic increasing 1.5x to over 7M unique visitors from Q1‟08-Q2‟10
Industry-Wide Visitors (Millions) (Clickstream Data; Unique