Zmot for Automotive Purchasing
The Zero Moment of Truth Automotive Study
Google/Shopper Sciences April 2011
Summary
• The path to purchase in the automotive category is quite extensive. The vast majority of shoppers take several months to go from decision to action. • During this time, shoppers are using a wide array of sources. FMOT, ZMOT and Stimulus all have above average usage.
• Mobile and Online Social source nodes are the only ones that do not pass the average. However, compared to Online Social and Mobile usage in other categories, the usage for Automotive is quite strong.
• Shoppers clearly identify in-person experiences as the most influential – test driving, visiting a dealership, etc.
• The challenge for brands is generating enough influence during all of the pre-research (ZMOT) sources they interact with to get them to go to a dealership in the first place.
• SMOT participation is incredibly high in this category. Shoppers are eager to talk about their experience after going through such a lengthy process. • Age truly determines different behavior. Younger shoppers are using many more sources and participating in digital and mobile at a higher rate.
• However, the younger shopper also has higher expectations and more frustrations with their Internet experience.
2
Objectives & Methodology
How is auto shopper behavior changing in a digitally powered world? What role do new media like social & mobile in shopping for automobiles? How are shoppers’ expectations of the physical dealership changing?
Online shopper surveys with interactive game-like construct Fielded in March 2011 in the US Adults who purchased a new automobile in the past 2 years N=500 shoppers
3
Source: Google/Shopper Sciences, Zero Moment of Truth Study – Automotive, Apr 2011
Traditional 3-Step Mental Model of Marketing
Stimulus
First Moment of Truth
At shelf In-store
Second Moment of Truth
Experience
4
The New Mental Model of Marketing
Stimulus
First
Google/Shopper Sciences April 2011
Summary
• The path to purchase in the automotive category is quite extensive. The vast majority of shoppers take several months to go from decision to action. • During this time, shoppers are using a wide array of sources. FMOT, ZMOT and Stimulus all have above average usage.
• Mobile and Online Social source nodes are the only ones that do not pass the average. However, compared to Online Social and Mobile usage in other categories, the usage for Automotive is quite strong.
• Shoppers clearly identify in-person experiences as the most influential – test driving, visiting a dealership, etc.
• The challenge for brands is generating enough influence during all of the pre-research (ZMOT) sources they interact with to get them to go to a dealership in the first place.
• SMOT participation is incredibly high in this category. Shoppers are eager to talk about their experience after going through such a lengthy process. • Age truly determines different behavior. Younger shoppers are using many more sources and participating in digital and mobile at a higher rate.
• However, the younger shopper also has higher expectations and more frustrations with their Internet experience.
2
Objectives & Methodology
How is auto shopper behavior changing in a digitally powered world? What role do new media like social & mobile in shopping for automobiles? How are shoppers’ expectations of the physical dealership changing?
Online shopper surveys with interactive game-like construct Fielded in March 2011 in the US Adults who purchased a new automobile in the past 2 years N=500 shoppers
3
Source: Google/Shopper Sciences, Zero Moment of Truth Study – Automotive, Apr 2011
Traditional 3-Step Mental Model of Marketing
Stimulus
First Moment of Truth
At shelf In-store
Second Moment of Truth
Experience
4
The New Mental Model of Marketing
Stimulus
First