Author: Mintel Group Ltd.
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Car Purchasing Process - US - March 2014

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Overview
The market
Figure 1: Fan chart forecast of total US unit sales of new light vehicles and used light vehicles, 2008-18
Market factors
American drivers continue to drive fewer miles than peak period
Figure 2: Vehicle miles traveled per licensed driver, 1970-2040
Aging US vehicle fleet provides potential increase in car purchasing demand
Figure 3: Average age of cars, light trucks, and total light vehicles, 2002-13
Stabilizing housing market positively impacts car sales
Figure 4: Median existing home prices vs new light vehicle sales, 2000-13
High fuel prices shift consumer purchasing preferences
Figure 5: All grades all formulations retail gasoline prices, dollars per gallon, 1993-2014
Key players
GM produced one in four of all the vehicles on the road today
Figure 6: Largest automotive original equipment manufacturers in the US, by total share of the US vehicle fleet vs new car sales, 2013
The consumer
Majority of respondents plan to purchase another vehicle in the next three years
Figure 7: Intent of purchasing a vehicle in the next three years, November 2013
One in five respondents who plan to buy another vehicle plan to do so in the next six months
Figure 8: Approximately when will the next vehicle be purchased, November 2013
New cars more likely owned by households intending to buy more new cars
Figure 9: Vehicle last purchased by new, used, or CPO, by purchase intent of new, used, or CPO, November 2013
Main reason for looking for a new vehicle: high mileage on existing vehicle
Figure 10: Reasons for purchasing another vehicle, by gender, November 2013
Women more likely to say they’d comparison shop and read reviews
Figure 11: Type of research planned before selecting next vehicle, by gender, November 2013
Consumer Reports, Kelley Blue Book, most likely to be visited when shopping for the next vehicle
Figure 12: Likelihood of using select websites or magazines before next vehicle purchase, November 2013
Two thirds of those with mobile devices plan to use them while shopping for next vehicle
Figure 13: Smartphone use when purchasing next vehicle, November 2013
What we think
ISSUES AND INSIGHTS
How to increase vehicle ownership among Hispanics
The issues
The implications
Reaching Millennial car buyers
The issues
The implications
TREND APPLICATION
Inspire Trend: Rebirth of Cities
Inspire Trend: FSTR HYPR
Mintel Futures: Brand Intervention
MARKET SIZE AND FORECAST
Key points
US new and used vehicle sales reach 57.5 million in 2013, up 4.6% from last year
Figure 14: Total US unit sales and forecast of new light vehicles and used light vehicles, 2008-18
Fan chart forecast
Figure 15: Fan chart forecast of total US unit sales of new light vehicles and used light vehicles, 2008-18
Figure 16: Fan chart forecast of total US unit sales of used light vehicles, 2008-18
Figure 17: Fan chart forecast of total US unit sales of new light vehicles, 2008-18
MARKET DRIVERS
Key points
Aging US vehicle fleet provides potential increase in car purchasing demand
Figure 18: Average age of cars, light trucks, and total light vehicles, 2002-13
American drivers continue to drive fewer miles than peak period, weakening consumer demand
Figure 19: Vehicle miles traveled per licensed driver, 1970-2040
Stabilizing housing market positively impacts car sales
Figure 20: Median existing home prices vs new light vehicle sales, 2000-13
Unemployment and consumer confidence impact car purchasing
Figure 21: University of Michigan Consumer Sentiment, 2007-14
Figure 22: Unemployment and underemployment rates, 2007-14
High fuel prices shift consumer purchasing preferences
Figure 23: All grades all formulations retail gasoline prices, dollars per gallon, 1993-2014
Figure 24: Average US retail price per gallon of regular grade gasoline including taxes, 2013-15 (forecast)
Product cadence affects consumer demand
Figure 25: Average new car showroom age and replacement rate, 2007-17
MARKET SEGMENTATION
Key points
New cars vs trucks
Figure 26: US unit sales of new cars vs light trucks, 1980-2013
New vs Used
New cars increase as a proportion of market as tight used car market continues to create pricing pressure
Figure 27: US unit sales of new vs used vehicles, 2008-13
Figure 28: US Average selling price of new and used vehicles, 2007-12
CPO sales seen as important profit center for dealers and carmakers
Figure 29: US unit sales of CPO vehicles, 2008-13
BRAND SHARE
New cars
Top 10 automakers account for 92% of 2013 new vehicle sales
Figure 30: Largest automotive original equipment manufacturers in the US, by new car market share, August 2013-year to date
Top automakers vary by region; West and North dominated by Toyota, Midwest and South by GM
Figure 31: Top five largest new car manufacturers, by region, Q1-Q3 2013
Historical leadership gives domestic brands dominant share of total US fleet
Figure 32: Largest automotive original equipment manufacturers in the US, by total share of the US vehicle fleet, 2013
CAR DEALERSHIPS
Dealership overview
Auto retailing is a highly competitive and fragmented space
Figure 33: Top 20 dealership groups in the US, by total number of new vehicles sold, 2012
Total US new car network declines level out
Figure 34: Number of dealerships selling new cars, 2003-14
Major dealership profiles
CarMax
AutoNation
Sonic Automotive
AUTOMOTIVE WEBSITES
Automotive websites overview
Vast majority expect to use the internet next time they shop for a car
Figure 35: Online sources expected to visit while car buying, by gender, November 2012
Third-party websites provide consumers a unified location for local new/used car inventory
Figure 36: Likelihood of using select websites or magazines before next vehicle purchase, November 2013
Major automotive website profiles
AutoTrader.com and Kelley Blue Book
Cars.com
Edmunds.com
INNOVATIONS AND INNOVATORS
GM’s “Shop-Click-Drive” allows consumers to purchase vehicle online
Figure 37: Shop-Click-Drive by GM, 2013
AutoTrader.com adds consumer dealership reviews
Sonic Automotive promises to speed up and simplify the sales process
New car dealers switches to noncommissioned sales representatives
MARKETING STRATEGIES
Emphasize the stress-free shopping experience
Figure 38: Cars.com commercial lie detector, January 2014
Figure 39: Edmunds.com’s “Pricing Promise” TV Commercial, November 2013
Figure 40: Welcome to TRUECar TV Commercial, November 2012
Figure 41: Scion Pure Process TV commercial, October 2013
Figure 42: CarMax Slow Clap TV commercial, January 2014
Nissan develops fun interactive Google Map to show how thrilling a commute would be in its new compact crossover
Figure 43: The Detour interactive ad by Nissan USA, March 2014
SOCIAL MEDIA – CAR PURCHASING PROCESS
Key points
Market overview
Key social media metrics
Figure 44: Key performance indicators, selected car-buying websites, March 3, 2013-March 2, 2014
Brand use and awareness
Figure 45: Brand use and awareness of car-buying websites, November 2013
Interaction with brands
Figure 46: Interaction with car-buying websites, November 2013
Brand analysis
Original programming to keep users engaged
Vine to offer alternative viewing experience
What we think
Online conversations
Figure 47: Online mentions, selected car-buying websites, March 3, 2013-March 2, 2014
Where are people talking about car-buying websites?
Figure 48: Mentions by page type, selected car-buying websites, March 3, 2013-March 2, 2014
What are people talking about online?
Figure 49: Mentions by topic of conversation, selected car-buying websites, March 3, 2013-March 2, 2014
VEHICLES CURRENTLY OWNED BY HOUSEHOLD
Key points
Number of vehicles currently owned by household
Majority of households earning more than $50K own more than one vehicle
Figure 50: Number of vehicles owned by household, by household income, November 2013
Vehicle last purchased by new, used, or CPO
Majority bought their last vehicle new
Figure 51: Vehicle last purchased by new, used, or CPO, November 2013
The wealthier the household the more likely purchased last vehicle new
Figure 52: Vehicle last purchased by new, used, or CPO, by household income, November 2013
Married households more likely to have purchased last vehicle new
Figure 53: Vehicle last purchased by new, used, or CPO, by marital/relationship status, November 2013
Midwesterners less likely to have purchased last vehicle new
Figure 54: Vehicle last purchased by new, used, or CPO, by region, November 2013
New cars more likely owned by households intending to buy more new cars
Figure 55: Vehicle last purchased by new, used, or CPO, by purchase intent of new, used, or CPO, November 2013
Vehicles owned by household, by vehicle body style
Midsized/large passenger car most-owned vehicle body style
Figure 56: Vehicles owned by household, by vehicle type, November 2013
Crossovers, hybrids and SUVs more likely parked in the driveways of wealthier households
Figure 57: Vehicles owned by household, by vehicle type, by household income, November 2013
Millennials more likely to own a compact car
Figure 58: Vehicles owned by household, by vehicle type, by generations, November 2013
COST OF MOST RECENTLY ACQUIRED VEHICLE
Key points
Majority spent $10,000-29,999 on their last car
Figure 59: Cost of most recently acquired vehicle, by gender, November 2013
Northeastern households spent more on their last vehicle purchase
Figure 60: Cost of most recently acquired vehicle, by region, November 2013
Those intending to purchase a new car spent more on their last vehicle
Figure 61: Cost of most recently acquired vehicle, by purchase intent new, used, CPO, November 2013
PERSONAL VEHICLE MILES TRAVELED AND VEHICLE USES
Key points
Vehicle Miles Traveled
Men travel more in their cars than women
Figure 62: Miles personally driven annually, by gender, November 2013
Millennials travel more vehicle miles traveled than older generations
Figure 63: Miles personally driven annually, by generations, November 2013
Main uses for household vehicle
Top reason for using automobile is for family and friends
Figure 64: Main uses for household vehicle, November 2013
Women more likely to use their car to shop, while men are more likely to use their vehicle for commuting
Figure 65: Main uses for household vehicle, by gender, November 2013
Millennials more likely to use car for work
Figure 66: Main uses for household vehicle, by generations, November 2013
OTHER VEHICLE TRAVEL, BESIDES AUTOMOBILE
Key points
Walking, bicycling and public transit main other forms of travel for car owners
Figure 67: Other forms of travel, besides automobile, November 2013
Men more likely to utilize other forms of transit, such as bicycling, when compared to women
Figure 68: Other forms of travel, besides automobile, by gender, November 2013
Millennials far more likely to use alternative forms of transportation other than a car
Figure 69: Other forms of travel, besides automobile, by generations, November 2013
New car owners more likely to utilize public transportation and services like UberX
Figure 70: Other forms of travel, besides automobile, by vehicles(s) to be new, used or CPO, November 2013
INTENT TO PURCHASE A VEHICLE IN THE NEXT THREE YEARS
Key points
Majority of respondents plan to purchase another vehicle in the next three years
Figure 71: Intent to purchase a vehicle in the next three years, by household income, November 2013
Northeastern households more likely to say they plan to buy a car in the next three years
Figure 72: Intent to purchase a vehicle in the next three years, by region, November 2013
Millennials significantly more likely to plan to purchase a vehicle in next three years
Figure 73: Intent to purchase a vehicle in the next three years, by generations, November 2013
Those who frequently bike or use public transit more likely to purchase a vehicle in the next three years
Figure 74: Intent to purchase a vehicle in the next three years, by other travel methods, besides automobile, November 2013
WHEN NEXT VEHICLE WILL BE PURCHASED
Key points
Income not an important determinant for when next vehicle will be purchased within the next three years
Figure 75: When next vehicle will be purchased, by household income, November 2013
Millennials most likely to say they plan to buy another vehicle within the year
Figure 76: When next vehicle will be purchased, by generations, November 2013
Those who take public transit or bike frequently more likely to expect to buy a car within the next year
Figure 77: When next vehicle will be purchased, by other travel methods, besides automobile, November 2013
INTENT TO BUY NEW, USED OR CPO
Key points
Men more likely plan to purchase a new car than are women
Figure 78: Intent to buy new, used or CPO, by gender, November 2013
New car purchasing intent increases with household income
Figure 79: Intent to buy new, used or CPO, by household income, November 2013
Two thirds of Millennials expect to purchase a new car
Figure 80: Intent to buy new, used or CPO, by generations, November 2013
Those that use public transit or bike frequently more likely to intend to purchase new
Figure 81: Intent to buy new, used or CPO, by other travel methods, besides automobile, November 2013
TYPE OF VEHICLE CONSIDERING BUYING IN THE NEXT THREE YEARS
Key points
Majority of respondents expect to purchase a passenger car
Figure 82: Type of vehicle considering buying in the next three years, November 2013
Women significantly more interested in crossovers
Figure 83: Type of vehicle considering buying in the next three years, by gender, November 2013
Millennials far more likely to consider compact car
Figure 84: Type of vehicle considering buying in the next three years, by generations, November 2013
Little difference between the types of cars respondents own and intent to purchase new or used
Figure 85: Type of vehicle considering buying in the next three years, by expectation of buying new, used or CPO, November 2013
REASONS FOR PURCHASING NEXT VEHICLE
Key points
Main reason for looking for a vehicle: high mileage on existing vehicle
Figure 86: Reasons for purchasing next vehicle, by gender, November 2013
Income is a divergent variable affecting reasons for wanting another vehicle
Figure 87: Reasons for purchasing next vehicle, by household income, November 2013
Those with multiple vehicles more likely to want a newer vehicle due to the needs of family or spouse
Figure 88: Reasons for purchasing next vehicle, by presence of children in household, November 2013
Millennials looking for a newer vehicle that suits their evolving lifestyle
Figure 89: Reasons for purchasing next vehicle, by generations, November 2013
New car intenders far more likely to want another vehicle for better technology
Figure 90: Reasons for purchasing next vehicle, by purchase intent, by vehicle body style, November 2013
Those that frequently take public transit, bike, want a new vehicle that is more fun to drive
Figure 91: Reasons for purchasing next vehicle, by other travel methods, besides automobile, November 2013
REASONS FOR NOT INTENDING TO BUY ANOTHER VEHICLE
Key points
Waiting for a breakdown or recently bought a vehicle are main reasons for not looking for another in the next three years
Figure 92: Reasons for not intending to buy another vehicle within the next three years, November 2013
Less wealthy more likely to state lack of money for not buying a vehicle
Figure 93: Reasons for not intending to buy another vehicle within the next three years, by household income, November 2013
Millennials more likely to state use of public transit, walking and biking as reasons for not wanting a car
Figure 94: Reasons for not intending to buy another vehicle within the next three years, by generations, November 2013
CONSIDERATIONS WHEN SELECTING NEXT VEHICLE
Key points
Budgetary constraints chief concern for soon-to-be car buyers
Figure 95: Considerations when selecting next vehicle, by gender, November 2013
Wealthy households show high level of loyalty
Figure 96: Considerations when selecting next vehicle, by household income, November 2013
Millennials far more likely to consider opinions of others, including the media
Figure 97: Considerations when selecting next vehicle, by generations, November 2013
Budget constraints less likely a consideration for new car intenders
Figure 98: Considerations when selecting next vehicle, by purchase intent, by vehicle body style, November 2013
Those that use public transit and or bike frequently are far more considerate of government incentives and opinions of the media
Figure 99: Considerations when selecting next vehicle, by other travel methods, besides automobile, November 2013
TYPE OF RESEARCH PLANNED BEFORE SELECTING NEXT VEHICLE
Key points
Test drive, reliability, comparison shopping, consumer reviews all major planned forms of research for car buyers
Figure 100: Type of research planned before selecting next vehicle, November 2013
Women more likely to say they’d comparison shop and read reviews
Figure 101: Type of research planned before selecting next vehicle, by gender, November 2013
Those without children more likely to intend to research
Figure 102: Type of research planned before selecting next vehicle, by presence of children in household, November 2013
Millennials viewing videos, Boomers comparing prices and safety
Figure 103: Type of research planned before selecting next vehicle, by generations, November 2013
Households with more than one vehicle more likely to research and test drive
Figure 104: Type of research planned before selecting next vehicle, by number of vehicles, November 2013
Light drivers more likely to say they’d go for a test drive and compare incentives
Figure 105: Type of research planned before selecting next vehicle, by vehicle miles traveled, November 2013
CPO car intenders more enthusiastic about researching and test driving
Figure 106: Type of research planned before selecting next vehicle, by vehicles(s) to be new, used or CPO, November 2013
USE OF SELECT AUTOMOTIVE WEBSITES OR MAGAZINES BEFORE NEXT VEHICLE PURCHASE
Key points
Consumer Reports, Kelley Blue Book, most likely to be visited when shopping for the next vehicle
Figure 107: Likelihood of using select websites or magazines before next vehicle purchase, November 2013
Men more likely to say they’ll visit classified ad websites and enthusiast publications
Figure 108: Likelihood of using select websites or magazines before next vehicle purchase, by gender, November 2013
Millennials more likely to visit resources like Cars.com and Car and Driver
Figure 109: Likelihood of using select websites or magazines before next vehicle purchase, by generations, November 2013
New-car intenders more likely to visit surveyed resources
Figure 110: Likelihood of using select websites or magazines before next vehicle purchase, by vehicles(s) to be new, used or CPO, November 2013
SMARTPHONE AND TABLET OWNERSHIP AND SMARTPHONE USE WHEN PURCHASING NEXT VEHICLE
Key points
Tablet and smartphone ownership, by car purchase intenders
Three quarters of soon-to-be car purchasers have either a smartphone or tablet or both
Figure 111: Tablet and smartphone ownership, by car purchase intenders, November 2013
Millennials significantly more likely to own mobile device
Figure 112: Tablet and smartphone ownership, by car purchase intenders, by generations, November 2013
New and CPO intenders more likely to own mobile device
Figure 113: Tablet and smartphone ownership, by car purchase intenders, by vehicles(s) to be new, used or CPO, November 2013
Smartphone use when purchasing next vehicle
Two thirds of those with mobile devices plan to use them while shopping for next vehicle
Figure 114: Smartphone use when purchasing next vehicle, November 2013
Millennials far more likely to use their mobile device when car shopping when compared to Baby Boomers
Figure 115: Smartphone use when purchasing next vehicle, by generations, November 2013
New, used and CPO car intenders showed similar response rates for utilizing their mobile devices
Figure 116: Smartphone use when purchasing next vehicle, by vehicles(s) to be new, used or CPO, November 2013
CONSIDERATIONS ABOUT VEHICLE FINANCING DURING CAR PURCHASING PROCESS
Key points
About a third of car purchase intenders who need financing don’t know financing partner before selecting vehicle
Figure 117: Considerations about vehicle financing, November 2013
Millennials more likely to fear dealer financing office when compared to Baby Boomers
Figure 118: Considerations about vehicle financing, by generations, November 2013
CPO car intenders more engaged with the financing of their vehicle
Figure 119: Considerations about vehicle financing during, by vehicles(s) to be new, used or CPO, November 2013
RACE AND HISPANIC ORIGIN
Key points
Vehicle ownership and purchasing
Purchase needs and expectations
Research and use of mobile tech when buying next vehicle
APPENDIX – OTHER USEFUL CONSUMER TABLES
Vehicles currently owned by household
Figure 120: Number of vehicles owned by household, by region, November 2013
Figure 121: Number of vehicles owned by household, by generations, November 2013
Figure 122: Vehicle last purchased by new, used, or CPO, by generations, November 2013
Figure 123: Vehicles owned by household, by vehicle type, by presence of children in household, November 2013
Figure 124: Vehicles owned by household, by vehicle type, by vehicles(s) to be new, used or CPO, November 2013
Personal vehicle miles traveled and other vehicle actives
Figure 125: Miles personally driven annually, by household income, November 2013
Figure 126: Miles personally driven annually, by region, November 2013
Figure 127: Miles personally driven annually, by other travel methods, besides automobile, November 2013
Figure 128: Main uses for household vehicle, by gender and age, November 2013
Figure 129: Main uses for household vehicle, by household income, November 2013
Other vehicle travel, besides automobile
Figure 130: Other forms of travel, besides automobile, by household income, November 2013
Intent to purchase a vehicle in the next three years
Figure 131: Intent to purchase a vehicle in the next three years, by gender and age, November 2013
Figure 132: Intent to purchase a vehicle in the next three years, by gender, November 2013
When next vehicle will be purchased
Figure 133: When next vehicle will be purchased, by gender, November 2013
Figure 134: When next vehicle will be purchased, by region, November 2013
Solely, or partially, responsible for next vehicle purchase
Figure 135: Responsibility for selection of next household vehicle, by gender, November 2013
Figure 136: Responsibility for selection of next household vehicle, by gender and age, November 2013
Figure 137: Responsibility for selection of next household vehicle, by generations, November 2013
Intent to buy new, used or CPO
Figure 138: Intent to buy new, used or CPO, by presence of children in household, November 2013
Figure 139: Intent to buy new, used or CPO, by region, November 2013
Type of vehicle considering buying in the next three years
Figure 140: Type of vehicle considering buying in the next three years, by household income, November 2013
Considerations when selecting next vehicle
Figure 141: Considerations when selecting next vehicle, by region, November 2013
Website visitation and frequency, by car purchase intenders
Figure 142: Websites visited and how often, by car purchase intenders, November 2013
Figure 143: Any weekly websites visited and how often, by car purchase intenders, by gender, November 2013
Figure 144: Any weekly websites visited and how often, by car purchase intenders, by generations, November 2013
Figure 145: Any weekly websites visited and how often, by car purchase intenders, by vehicles(s) to be new, used or CPO, November 2013
Social media engagement, by car purchase intenders
Figure 146: Social media engagement, by car purchase intenders, November 2013
Figure 147: Any weekly social media engagement, by car purchase intenders, by gender, November 2013
Figure 148: Any weekly social media engagement, by car purchase intenders, by generations, November 2013
Figure 149: Any weekly social media engagement, by car purchase intenders, by generations, November 2013
Figure 150: Any weekly social media engagement, by car purchase intenders, by vehicles(s) to be new, used or CPO, November 2013
Figure 151: Reasons for not intending to buy another vehicle within the next three years, by marital status, November 2013
Figure 152: Reasons for not intending to buy another vehicle within the next three years, by presence of children in household, November 2013
Type of research planned before selecting next vehicle
Figure 153: Type of research planned before selecting next vehicle, by household income, November 2013
Figure 154: Type of research planned before selecting next vehicle, by marital/relationship status, November 2013
Likelihood of using select automotive websites or magazines before next vehicle purchase
Figure 155: Likelihood of using select websites or magazines before next vehicle purchase, by household income, November 2013
Figure 156: Likelihood of using select websites or magazines before next vehicle purchase, by marital/relationship status, November 2013
Smartphone and tablet ownership and smartphone use when purchasing next vehicle
Figure 157: Smartphone use when purchasing next vehicle, by household income, November 2013
Figure 158: Smartphone use when purchasing next vehicle, by gender, November 2013
APPENDIX – RACE AND HISPANIC ORIGIN CONSUMER TABLES
Figure 159: Number of vehicles owned by household, by race/Hispanic origin, November 2013
Figure 160: Vehicles owned by household, by vehicle type, by race/Hispanic origin, November 2013
Figure 161: Vehicle last purchased by new, used, or CPO, by race/Hispanic origin, November 2013
Figure 162: Cost of most recently acquired vehicle, by race/Hispanic origin, November 2013
Figure 163: Miles personally driven annually, by race/Hispanic origin, November 2013
Figure 164: Other forms of travel, besides automobile, by race/Hispanic origin, November 2013
Figure 165: Intent to purchase a vehicle in the next three years, by race/Hispanic origin, November 2013
Figure 166: When next vehicle will be purchased, by race/Hispanic origin, November 2013
Figure 167: Intent to buy new, used or CPO, by race/Hispanic origin, November 2013
Figure 168: Type of vehicle considering buying in the next three years, by race/Hispanic origin, November 2013
Figure 169: Reasons for purchasing next vehicle, by race/Hispanic origin, November 2013
Figure 170: Reasons for intending to buy another vehicle within the next three years, by race/Hispanic origin, November 2013
Figure 171: Type of research planned before selecting next vehicle, by race/Hispanic origin, November 2013
Figure 172: Likelihood of using select websites or magazines before next vehicle purchase, by race/Hispanic origin, November 2013
Figure 173: Tablet and smartphone ownership, by car purchase intenders, by race/Hispanic origin, November 2013
Figure 174: Smartphone use when purchasing next vehicle, by race/Hispanic origin, November 2013
Figure 175: Considerations about vehicle financing during car purchasing process, by race/Hispanic origin, November 2013
Figure 176: Any weekly social media engagement, by car purchase intenders, by race/Hispanic origin, November 2013
Figure 177: Considerations when selecting next vehicle, by race/Hispanic origin, November 2013
Figure 178: Main uses for household vehicle, by race/Hispanic origin, November 2013
APPENDIX – SOCIAL MEDIA
Brand use or awareness
Figure 179: Brand use or awareness, November 2013
Figure 180: KBB.com (Kelley blue book) use or awareness, by demographics, November 2013
Figure 181: Cars.com use or awareness, by demographics, November 2013
Figure 182: AutoTrader.com use or awareness, by demographics, November 2013
Figure 183: Edmunds.com use or awareness, by demographics, November 2013
Figure 184: ConsumerReports.org use or awareness, by demographics, November 2013
Figure 185: MotorTrend.com use or awareness, by demographics, November 2013
Activities done
Figure 186: Activities done, November 2013
Figure 187: KBB.com (Kelley blue book) – Activities done – I have looked up/talked about this brand online on social media, by demographics, November 2013
Figure 188: KBB.com (Kelley blue book) – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, November 2013
Figure 189: KBB.com (Kelley blue book) – Activities done – I follow/like the brand on social media because, by demographics, November 2013
Figure 190: KBB.com (Kelley blue book) – Activities done – I have researched the brand on social media to, by demographics, November 2013
Figure 191: Cars.com – Activities done – I have looked up/talked about this brand online on social media, by demographics, November 2013
Figure 192: Cars.com – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, November 2013
Figure 193: Cars.com – Activities done – I follow/like the brand on social media because, by demographics, November 2013
Figure 194: Cars.com – Activities done – I have researched the brand on social media to, by demographics, November 2013
Figure 195: AutoTrader.com – Activities done – I have looked up/talked about this brand online on social media, by demographics, November 2013
Figure 196: AutoTrader.com – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, November 2013
Figure 197: AutoTrader.com – Activities done – I have researched the brand on social media to, by demographics, November 2013
Figure 198: Edmunds.com – Activities done – I have looked up/talked about this brand online on social media, by demographics, November 2013
Figure 199: Edmunds.com – Activities done – I have researched the brand on social media to, by demographics, November 2013
Figure 200: ConsumerReports.org – Activities done – I have looked up/talked about this brand online on social media, by demographics, November 2013
Figure 201: ConsumerReports.org – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, November 2013
Figure 202: ConsumerReports.org – Activities done – I follow/like the brand on social media because, by demographics, November 2013
Figure 203: ConsumerReports.org – Activities done – I have researched the brand on social media to, by demographics, November 2013
Figure 204: MotorTrend.com – Activities done – I have looked up/talked about this brand online on social media, by demographics, November 2013
Figure 205: MotorTrend.com – Activities done – I have researched the brand on social media to, by demographics, November 2013
Online conversations
Figure 206: Kelley Blue Book key social media indicators, February 2014
Figure 207: Motor Trend key social media indicators, February 2014
Figure 208: AutoTrader.com key social media indicators, February 2014
Figure 209: Consumer Reports key social media indicators, February 2014
Figure 210: Edmunds.com key social media indicators, February 2014
Figure 211: Cars.com key social media indicators, February 2014
APPENDIX – TRADE ASSOCIATIONS

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