Embed Size (px)
DESCRIPTION
Citation preview
60:40 Male to Female Divide
Young 25-‐44
Don’t have Kids
High Income Earners
Highly Educated
Mostly Caucasian
BMW USA aRracts 240,000 U.M.V
BMW USA aRracts 240,000 U.M.V
Well ahead of Audi USA
Slightly behind Lexus USA
But well Behind Mercedes Benz USA
BMW leads the way in U.S search terms
Figures climbing back to their 2008 high
Geographically most Searched for on east and west coasts Of USA
Which is a similar trend to Audi
Mercedes Lexus
However Lexus and Mercedes are More searched for in some southern states
Consumer Barometer shows that 20% of people research exclusively online without ever visiXng
a car showroom pre purchase
Online Car research is predominately carried out on PC or laptop with mobile accounXng for only 4% of research
80% of luxury car brand consumers expect their brands to be highly visible and acXve online
Some popular BMW You Tube search Terms include…
BMW USA has nearly 1 million FB Likes
GeneraXng 40,000 conversaXons
This is well behind Both Audi and Mercedes
BMW is highly talked about with Topsy Showing it generated 3,500 twiRer conversaXons over a 6 hr period
And an average of between 25-‐35K tweets Per day between mid July and mid August 2013
This is on par with Mercedes and Audi and far ahead of Lexus
In General BMW social media commentary is posiXve according to social menXon with a 7:1
posiXve to negaXve senXment
Some recent BMW campaigns that gained tracXon Among the digital creaXve community
Rival Campaigns also worth noXng
But nothing can beat the wow factor of a genius concept, perfectly executed
Insights • BMW are operaXng in a highly compeXXve U.S market. Its main rivals are Mercedes, Lexus and Audi.
• Audi is growing faster than all the rest and they have been quite aggressive in their communicaXon output.
• Mercedes is the more conservaXve of the brands and appeals to a slightly older demographic.
• BMW appeals primarily to young, single, highly educated and high earning urbanites.
• They are very knowledgeable about car products and oeen do not need to go to a showroom before making their purchase decision.
• They expect their auto brand to acXve online. • BMW is a leader in search acXvity and we saw a posiXve relaXonship between search and sales figures.
Insights
• In the luxury end of the car market quality is assumed.
• There is liRle to choose between rivals in terms of product specificaXon & performance. Therefore the point of differenXaXon must be more emoXve.
• Rising fuel costs and alternaXve energy sources is sXmulaXng interest among luxury consumers. i-‐concept proving popular
Insights
