Embed Size (px)
Citation preview
1 Understanding
New car buyers: Touchpoints - Study conducted by Profacts - Target group: buyers and future buyers of a
new car who are free in their choice - Methodology: online research on the Profacts
panel, and additional via a pop-up on Immoweb.
- Field: novembre 2012 - Research Objectives:
- Understand ‘all’ information sources - The role of the Produpress media - The importance of each source
- Sample:
- Already the 10th edition
Source
Total Panel Pop-up
New car buyer 743 249 992
Occasion car buyer 119 63 182
New car buyers: the Customer Journey - Study conducted by Profacts - Target group: idem
- Methodology: online research on the AutoGids,
AutoWereld & Moniteur Automobile “consumers”
- Field: decembre 2013 - Research Objectives:
- Understanding the purchase process - Understanding the touchpoints - Understanding the used content - Understanding the power of ‘persuasion’
- Sample:
- 1st edition
3 brands Mag Web Newslttr Fbpages Overall
AutoGids 7% 17% 5% 4% 33%
AutoWereld 4% 5% 3% 3% 15%
Moniteur Automobile 5% 23% 5% 19% 52%
Overall 15% 45% 14% 27% N=1398
4 channels
1 2
1 Understanding
1 83% search for a lot of information in
the context of their new car purchase
1 Understanding
1
Unduplicated: 68% consults car sites or car magazines
7 out of 10 consult
specialized car magazines and sites
1 Understanding
1 Moniteur Automobile, AutoGids & AutoWereld
are best known brands
1 Understanding
1 Moniteur Automobile, AutoGids & AutoWereld
are best known brands
1 Understanding
New car buyers: The Touchpoints (2013)
83% search for a lot of information in the context of their new car purchase
7 out of 10 consult specialized car magazines and sites
Moniteur Automobile, AutoGids & AutoWereld are best known brands (amongst car magazines and sites)
The power of persuasion of specialized car sites and magazines
1
2 The Purchase Process
2 The Purchase Process
2
2 The Purchase Process
2
2 The Purchase Process
2
3 The Touchpoints
2
3 The Touchpoints
2
5 Convince
2
5 Convince
2
6 Adapt your message
2
Conclusion
• Car Buyers remain influencable until the signature of the purchase order
• Car Buyers are in touch with several touchpoints over the different buying phases
• The type of searched information varies depending the buying phase
• An ad in the adequate context (car content) will increase it’s credibility, impact and attention
7 Success
Moniteur Automobile, AutoGids & AutoWereld
#1 Belgian Car Magazine 679.800 RLP TB; 95.000 print run 87% men; 56% 1-4; 67% actives
The most credible Car Content on the Web 1.088.726 PR/week (Jan-Feb ‘14)
60% 18-44; 73% 1-4; 70% actives
7 Success
Moniteur Automobile, AutoGids & AutoWereld
100% of readers are “Car Interested”
62% of readers are “Car lovers”
38% of readers are “Car Buyers”
