Booking a car online and getting a free home delivery may not be too far away. Read Google and Kantar TNS report below.
According to the annual report of ‘The Drive to Decide 2018’ by Google and Kantar TNS Almost 90 per cent of Indian car purchases today are digitally driven, up from 74 percent in 2016, states the report. The study follows consumers’ research and purchase of a car and finds that video footage (80 percent), search (90 percent) and, brand/dealer websites (56 percent) are the key digital touchpoints that are major influencers on a car buyer’s decision.
The Internet is an indispensable knowledge tool
Simplifying the automobile buying process of the typical Indian consumer, the report elaborates that today, 90 percent of auto buyers research online, making it a well thought out decision. Also, buyers surfing online are increasingly more certain about their preferred brand with instances of brands switching declining by four percent in the last two years – from 11 percent in 2016 to seven percent in 2018.
Visuals are instrumental in decision forming
With India turning into a video-first nation, online video plays a significant role in the purchase of an automobile. Over the last two years, the percentage of online video usage by consumers has nearly doubled from 43 percent in 2016 to 80 percent in 2018. The study points out that videos not only act as an avenue for discovery but also as the ‘buyers’ consulting zone’ that allows them to explore the car from different perspectives and get actionable insights. Eighty-seven percent of those who watched online videos, either visited the dealership (52 percent), scheduled a test drive (45 percent), requested a price quote (40 percent) or further researched finance and lease offers (27 percent).
Dealers turning digital
As the nation goes digital and the internet becomes the oft used touch point for potential buyers, automobile brands and dealerships have also ratcheted up their online presence to integrate themselves in the consumer’s car-purchasing journey. According to the report, 60 percent of buyers searched for dealerships online and 56 percent of them visited dealer websites as part of their purchase journey. Apart from searching for price points, users also looked for maintenance programmes (41 percent), promotional offers (37 percent), locations and directions to dealerships (35 percent), and reviews and recommendations (32 percent).
Emphasizing on opportunities for brands to tap the online consumers, Vikas Agnihotri, Country Director – Sales, Google India said, “The speed with which Indians are adopting the internet is amazing. In the case of the auto industry, 90 percent of buyers are researching online and over 80 percent of them are watching videos. Instead of limiting themselves to searching for manufacturers and dealers online, today buyers are actively looking for visual data to answer their questions about car features to reviews to vehicle performance and more. Subsequently, the focus for auto manufacturers has also moved to create more immersive experiences that allow them to drive this action.”
Formulating the Report:
The method used to collate the data was based on research conducted by Kantar TNS. The research covered 4,000 sample respondents in the country engaged either via online or face-to-face interviews with an average time of 25 minutes devoted to telephonic and more than 30 minutes to face-to-face interviews.