AutomotiveUnravel today’s complex route to market© TNS
Unravel today’s complex route to market.TAPPS: Developments for 2013
AutomotiveUnravel today’s complex route to market© TNS
Understanding the Chinese car buyer
We talked to 1,000 people in China as they made a decision about which car to buy. We gathered the information in real-time to understand how people make decisions and what really is influential at each stage of the purchase journey.
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AutomotiveUnravel today’s complex route to market© TNS
The traditional funnel fails to capture today’s complex world…
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AutomotiveUnravel today’s complex route to market© TNS
Today’s buying process takes place within a multi-faceted path to purchase
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AutomotiveUnravel today’s complex route to market© TNS
Consumers and brands now co-create the buying process
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AutomotiveUnravel today’s complex route to market© TNS
Traditional “look back” study designs are no longer adequate
Tracking the same people through their buying process is optimum
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AutomotiveUnravel today’s complex route to market© TNS
a
What is TAPPS?
Snakes and ladders
Provides a micro-level analysis of the path to purchase
4-month online continuous interaction measuring all touch points
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AutomotiveUnravel today’s complex route to market© TNS
Valuable insights in real time with online data reporting
TAPPS’ provides an in-depth understanding of:
Actual buying process timeline
Role and use of digital and social media
Interactions between, and influence of, brand and consumer generated content
Key touch points at different stages of the car-buying process
Triggers of vehicle consideration, rejection and purchase
The changing role(s) of dealers
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AutomotiveUnravel today’s complex route to market© TNS
TAPPS’ unique insights build into your marketing strategies…
TAPPSMedia planning
Communications
Pricing, promotions & incentives
Targeting
Positioning
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Months 0 1 2 3 4
1
2
3
4
The operational framework consists of 4 components
Screening of the panelists & initial interview
Weekly online ‘touch point’ survey and photo journal
Online focus groups & click-stream data for a sub-sample
Post-purchase interview (as soon as a consumer buys a vehicle)
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Representative sample with wide geographic coverageSampled from 184 cities in 27 provinces
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AutomotiveUnravel today’s complex route to market© TNS
Actionable TAPPS insights
Media spend adjustments to reflect the importance of TV and social media
CRM use adaptations to identify and activate committed brand owners to act as brand spokespersons in specific social media
Brand website content adjustments to better reflect use throughout the buying cycle, not just at the end
Communication styles adaptations in those media used extensively by ‘fast decision’ takers, to reflect their decision making style
Dealer follow up behavior adaptations to enhance conversion of ‘confused’ shoppers
Promotions and Incentives adaptation to reflect the parameters of what’s acceptable for specific brands.
The benefits of a clear understanding of the buying process havemultiple applications
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Months 0 1 2 3 4
1
2
3
4
The 2013 operational framework again consistof 4 components
Screening of the panelists & initial interview
Weekly online ‘touch point’ survey and photo journal
Online focus groups & click-stream data for a sub-sample
Post-purchase interview (as soon as a consumer buys a vehicle)
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Study BackgroundConsistent data collection method over time
Field work period
Methodology
Year 1 Oct. 2011 – Feb. 2012Year 2 Oct. 2012 – Feb. 2013
Online Panel Survey
Market / Location Sample from 214 cities in 32 provinces in China
Consumer criteria
• Aged 18 -50 yrs old;
• Live in Tier 1, Tier 2 and Tier 3 cities
• Did not participate in auto related survey in the past 3 months
• Plan to purchase a vehicle in the next 6 months
• Plan to purchase a new vehicle
• Is the decision maker or one of the main decision makers for the
purchase of the intended vehicle
Compared Brand/Model 121 brands and 460 models available on the market
Sample size Initial n=1607, Diary n=864, Clickstream n=482
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Representative of the new car buying public60% of respondents are first time car buyers
Unit: %N = 1,670
Family
Living in Personal monthly income
AgeGender
60
Note: TAPPS focussed on intending buyers of sub-compact, compact and mid-size vehicles
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Robust sample available for most brands
Brands under consideration Sample size
Audi 466
BMW 270
Buick 418
Cadillac 63
Chevrolet 351
Citroen 202
Ford 227
Honda 348
Hyundai 390
Mercedes 200
Nissan 212
Peugeot 207
Toyota 347
Volkswagen 745
Only selected brands shown of 78 under consideration by shoppers
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Large sample (1399 of luxury and near luxury brand considerers)
Brands under consideration Sample size
Audi 466
BMW 270
Bentley 15
Ferrari 22
Infiniti 33
Jaguar 29
Land Rover 71
Lamborghini 14
Lexus 88
Lincoln 12
Lotus 18
Mercedes 200
Porsche 58
Volvo 79
Small samples also exist of Aston Martin, Bugati, Maserati and Maybach considerers
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More detailed analysis on specific sites: e-Nissan.com.cn is attractive and sticky among shoppers
Num
ber
of
min
ute
s on t
he s
ite
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Influence-Performance-Matrix of one specific or an overall purchase stage for any desired target group
Importance to brand preference
Perf
orm
an
ce
low
hig
h
low high
TP 1
TP 2
TP 3
TP 1 TV
TP 2 Billboard
TP 3 Independent expert in newspaper/magazine
TP 4 Friends/relatives
TP 5 Visit Car Dealer
TP 6 Ad in newspaper
TP 7 Radio
TP 8 Social Media
TP 9 Manufacturer web sites
TP 10 Blogs/Forums
TP 11 Saw vehicle on the road
TP 12 Visit price comparison web sites
TP 13 Dealer web sites
TP 14 Independent expert opinion online
Importance to preferenceDerived by Hierarchical Bayes Regression
Performance:Stated performance for touchpoint
Bubble size:Frequency of touchpoint usage
SAMPLE ONLY
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Allocating resource to the right channels at the right time
In the early stage of shopping brand generated content is most influential and is widely used. TV Ads have the most impact.
1=TV ad 2=Press as 3=Billboard ad 4=Discussed cars with family and friends 5=Vehicle on the road
6=Radio ad 7=Discussed on social media 8=Online review 9=Car-related comments 10=Saw vehicle in public space
11=Car brand website 12=Car dealer website 13=Car dealer 14=Car promotional offer
Importance of Touchpoint for Preference Score HighLow
Perf
orm
ance
of
Touch
poin
t
High
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AutomotiveUnravel today’s complex route to market© TNS
Identifying the key hubs to influence
Although they have limited impact in the final stage of decision making TV Ads and car dealers are crucial hubs.
They drive the use of other touch-points that impact brand preference
Family and friendsVehicle on the
roadPress ad
TV ad Billboard ad Radio ad
Promotional offerOnline review Social media Car dealer
Car brand website Car dealer website
Other touchpoints
Brand preference
14% 4% 8% 4%
17% 4% 6% 14%
9% 3% 5%
5% 7%
Effects of Touchpoint (1 to 2 weeks ago)…
Significantly positive on usage of different touchpoints Significantly negative on usage of different touchpointsOn brand preference (combined effect of contact yes/no and helpfulness) in terms of relative importance%
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Managing non-brand generated online content
Ensuring good presence and content in multiple forums and blogs is important to impact consumers to buy Brand X
Respondents who finally purchase Brand X N=51Note: The websites marked in Pink are the websites that are only relevant to the PURCHASERS rather than those CONSIDERING the make
Life service: ganji.com
Life service:58.com
Mirco blog:t.qq.com
Blog: Blog. hexun.com
Auto:51auto.com0.2046 0.4038 0.3596 0.5511 0.1658
Auto:Auto .sina.com.cn
Blog:Live.com
Blog: blog.10 jqka.com.cmn
SNS: yy365.com
Blog: Blog. Sina.com.cn
Auto: Auto home.com.cn0.2052 0.7374 0.4762 0.3653 0.5767
Auto:Xcar.com.cn
Blog: zhidao. baidu.com
Auto: auto.163.com
SNS: qzone.qq.com
SNS: renren.com0.1139 0.6982 0.6682
Micro blog: weibo.com
Buy
Forum: tangdou.com
Blog: Blog.163.com
Auto:Bitauto.com0.5153 0.4533 0.2101
SNS: pengyou.com
Forum: taoguba.com.c
n
Life service: baixing.com0.1228 0.5256
Auto:52che.com
0.6987
0.2786
0.4603
0.4552
0.5946
0.1342
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AutomotiveUnravel today’s complex route to market© TNS
Getting personal
XXXX40 years oldEmployed as Secondary level staff in hotelPersonal salary: Around 17,000 RMB per monthLives together with his wife and children in QingdaoEducation: University
Time consumption on internet
Morning Afternoon Evening
Looking through the lens of individual consumers brings the data to life
v1
v v
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AutomotiveUnravel today’s complex route to market© TNS
Getting personal
Looking through the lens of individual consumers brings the data to life
Forum of Auto
Study the instruction for taking the delivery in 4S store via forum of auto
Browse and investigate the maintenance/repair/technics information for “Buick” on forum of www.autohome.com.cn
Forum of Auto
Compare “Lavida” and “Excellent” in terms of the evaluation from forum of www.autohome.com.cn
Forum of Auto
Start
Visit the specific channels of “Lavida” and “Excellent” to collect basic information for these two models
Forum of Auto
Visit www.autohome.com.cn for first browsing
Auto Portal
Visit forum of www.autohome.com.cn to collect the information and read other people’s comments for first selection of model/brand
Forum of Auto
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AutomotiveUnravel today’s complex route to market© TNS
Valuable insights in real time
To summarise, TAPPS’ provides an in-depth understanding of:
Actual buying process timeline
Role and use of digital and social media
Interactions between, and influence of, brand and consumer generated content
Key touch points at different stages of the car-buying process
Triggers of vehicle consideration, rejection and purchase
The changing role(s) of dealers
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AutomotiveUnravel today’s complex route to market© TNS
Visit www.tnsglobal.com/automotive
Andy [email protected]+ 44 (0)203 130 7350
Kelvin [email protected]+86 21 2310 0995 ext. 156
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