mry automotive research study

How we connect to our cars

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Table of contentsIntroduction 3Executive Summary 6Implications for Marketers 12Changing Attitudes Toward Car Ownership 17The Rise of Ride/Car Sharing Services 25Connected Car Decision Journey 33

Pre-Purchase 39During Purchase 55Post-Purchase 59

In-Car Apps & Automotive Connectivity Index 84

IntroductionToday’s consumers expect constant connectivity. The shifts in behavior driven by mobility – the ability to be connected through smartphones, tablets, and other devices at all times – have had far-reaching implications in nearly every sector. Amidst these market changes, MRY wanted to understand the impact of connectivity in a place where most Americans spend a lot of time – their cars – in this first report in our series on the Future of Mobility. The goal of this study was to uncover the changing attitudes toward car ownership, interest in car sharing services, the impact of connectivity on the automotive purchase decision journey, and how these topics interact as an indicator of future connected car ownership. We examined each topic with a particular focus on Millennials, a generation identified as the first in America with decreasing interest in car ownership, as indicators of where the market is headed. The results have implications for marketers, auto manufacturers, and technology firms looking to succeed in a connected world.

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What Does This Mean for Me?As substantial as this study is, there’s even more research conducted that wasn’t included here. And ultimately, with all the research here as it stands, the most important takeaways are going to be the ones specifically relevant to your own business.

If you would like to discuss more specific implications more, have questions about the research, or would like to dive deeper into any part of this, please reach out to us via either of the contacts below, or through our site or social channels.

David Berkowitz, Chief Marketing [email protected]

Evan Kraut, Executive Director of Business [email protected]

mailto:[email protected]

mailto:[email protected]

Methodology

MethodologyWe executed a two-pronged approach for this study:

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FIRST-PARTY RESEARCH SOCIAL LISTENINGOnline quantitative study run by Whitman Insight Strategies in January 2014

N = 1,000 adults aged 18+ who use smartphones

Must own a mobile smartphone (and say it is essential to their day-to-day life) and a driver’s license

• 500 Millennials (aged 18-34) & 500 adults aged 35+

• Subsample of 300 respondents from Top 10 DMAs in the U.S.

• 50/50 gender split• Regional quotas set to match U.S. Census

Margin of error at the 95% level of confidence is ±3% for the entire sample

Boolean framework to filter conversation around automotive connectivity in party with Mashwork

Evaluated two years of consumer conversations (January 1, 2012 to December 31, 2013) to understand:• Importance of automotive connectivity within

purchase decision journey• Branded and non-branded conversations

surrounding automotive connectivity• Change in key perceptions around connected cars

In addition:• Ranked 12 original equipment manufacturers

(OEMs) by levels of total connectivity conversation and contained sentiment

• Examined sample of Twitter users that engaged during the Connected Car Decision Journey and analyzed profiles for demographic and psychographic qualities

Executive Summary

Americans of All Ages Still Love Their CarsCar ownership remains a fundamental aspect of American life

Despite the declining number of 16-year-olds with drivers licenses and the emergence of car-sharing services, owning a car is still a fundamental functional and aspirational part of American life. • 94% of Millennials surveyed (and 99% of adults 35+) own or lease a vehicle• 91% overall say that owning a car is very important to their life – more than who

said the same of high speed internet access, having a smartphone, or emailHowever, having access to and owning a car are synonymous for most, with more respondents preferring access over ownership. Coupled with the rise of the sharing economy, this could be an early indicator of shifting attitudes toward ownership and increased interest in car sharing services as a means of access to vehicles.

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Wait, Millennials Still Want to Buy or Lease Cars?This study does find strong interest in cars from Millennials, flying in the face of some other research showing waning interest among that demographic. There are a few explanations for this:

• Our survey required participants to have a valid driver’s license so we could talk to those with interest in both mobile and automotive products. In the survey of 1,000 adults with a license, 96% overall said that they currently own or lease a car. Additionally, we screened out 65 individuals who said they did not currently have a license. Looking at the incidence of auto ownership based on 1,065 individuals, the number drops to 90% - in line with other research.

• The other significant issue which the survey doesn’t take into account is the decline in driver’s licenses as a percentage of the US population – which is especially apparent among younger consumers. This study does show the importance of owning a car high for Millennials (87%) but still significantly below older generations. And, as expected, interest in car and ride-sharing services is greatest among Millennials.

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Connectivity Conversation BuildingConnectivity is growing in importance as a driver of purchase intentConversation around consideration of connected cars increased by 359% compared to the previous year, underscoring the increasing importance for connectivity among automotive consumers.• Overall conversation about automotive connectivity increased 15% over the

previous year, with Millennials increasingly driving connected car consideration• Millennials talk about connectivity nearly 2.5x more than the average Twitter user

However, all signs point to cars as docking stations. Conversations indicated less interest in automotive manufacturer systems such as navigation and add-on apps and features that are often accompanied by a hefty price tag and ongoing subscription fees. A leading driver of consideration of connected cars seems to be smartphone connectivity – being able to seamlessly connect one’s smartphone in order to access features and capabilities while in the car.

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Connectivity a Perk, not yet a NecessityDespite rising interest, connectivity in cars is still in its infancy

Two areas driving the majority of growth in connected car conversations in 2013 were consideration of connected cars and experiencing issues with connected cars. OEMs still have a ways to go before connectivity is an integral driver of purchase intent.

• Connected car features were most commonly discussed alongside added bonus features such as entertainment systems and custom paint jobs, indicating that connectivity is still viewed as a luxury item or a “nice to have.”

Given the trajectory of mobile growth, it is likely that connectivity will be an important facet of automotive differentiation in the future.

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Brands Take a BackseatThe title for “most connected” is still up for grabs

OEMs (original equipment manufacturers) that over-indexed in connectivity conversation also under-indexed in consumer satisfaction with their connected technology. Inversely, the brands that drove the largest amount of satisfaction with their connected technology also saw the least amount of conversation driven by connectivity. What’s more, the average percentage of conversation that mentioned automotive connectivity among the leading OEMs was only 3% of total OEM conversation.

OEMs have a long way to go toward raising consideration and preference for connected technology. Another key finding of this study is that technology brands like Google and Apple, as well as car/ride sharing brands like Uber and Zipcar, score significantly higher than OEMs on being perceived as innovative and having a personal connection to the brand.

In an age where connectivity is critical and access equals ownership, making these gains will be important for OEMs to remain relevant, particularly to the Millennial audience.

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Implications for

Marketers

Look to Access over OwnershipAs access trumps ownership for more car drivers, the notion of the vehicle as docking station will become even more critical.

• Already, connectivity conversation indicates that smartphone integration is more important than ‘smart’ standalone services offered by manufacturers, such as GPS or entertainment systems

• The smartphone is already the personal command center for most individuals, and particularly with the rise of car/ride sharing services, users must be able to seamlessly plug-and-play with a vehicle that isn’t their own

• OEMs need to embrace the smartphone model of remote system upgrades and short development cycles to keep their technology current

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Connectivity Starting to Impact Purchase DecisionsConnectivity as a driver of vehicle consideration is still in its infancy and will continue to grow in importance. • CES dominates connectivity conversation, indicating that connectivity is still largely a topic that appeals to a tech-savvy audience that’s already very interested in the automotive industry• Currently, connectivity conversation is male-dominated. There is a big opportunity to speak to a broader audience about connectivity• However, mass appeal of connectivity in the car will continue to be stunted until technology reaches a level of ease and sophistication that smartphone users have come to expect • As the playing field levels on other core consideration factors, such as vehicle quality and safety, connectivity will be a larger driver differentiation – which is an even bigger reason for OEMs to embrace innovation in their current approach to connectivity in their vehicles

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Auto and Tech Brands Have Room to Stand OutWe’ve only scratched the surface of what car connectivity can do for the driving experience.

• As most manufacturers still struggle to develop basic connectivity to the smartphone, there remains a huge white space for new features and functionality that go beyond basics to truly build on and enhance the driving experience

• This is an opportunity for tech companies looking to build out offerings that interface with car connectivity systems, as well as brands looking to partner with OEMs (like Starbucks or Chevron) to create experiences that benefit drivers

• In addition to improving car driving experiences, such as access to food and services as well as convenience of facilities and services, connectivity has the potential to solve some of the problems that have plagued drivers, such as traffic accidents, traffic and general safety on the road

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Changing Attitudes

Toward Car Ownership

Car Ownership Remains ParamountWhile attitudes might be shifting, our study suggests that car ownership isn’t going away anytime soon.

Yet as ownership becomes more interchangeable with access, it will become even more important for OEMs to deliver on the things that potential car buyers care about.

As this study suggests, those things include more than what a car is equipped with – it has to do with what a car allows people to do and experience. This is precisely where cars and mobile phones (and more broadly, connectivity) intersect.

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Car Ownership Isn’t Going the Way of the Dodo Just Yet…

Total Mobile Smartphone

Users

Millennials Aged 35+0%

20%

40%

60%

80%

100% 96% 94% 99%


Users

Millennials Aged 35+0%

20%

40%

60%

80%

100% 91% 87%94%

Own/Lease a Vehicle% Yes

Importance of Owning a Car % Top 2 Box (4-5)

Cars Remain Prized Possessions

20

Millennials (18-34) Age 35+61%

62%

51%

45%

41%

24%

21%

11%

13%

10%

11%

26%

27%

35%

35%

38%

28%

32%

16%

20%

17%

20%

87%

89%

86%

80%

79%

52%

54%

27%

33%

27%

31%

82%

62%

48%

55%

33%

31%

18%

15%

6%

6%

13%

28%

33%

31%

32%

27%

21%

22%

11%

9%

5%

94%

89%

82%

86%

65%

58%

40%

37%

17%

16%

10%

I cant imagine my life without it 4 (on 5 point scale)

5%

Importance of Products & Services

% Top 2 Box (4-5)Total

Series1 71%

62%

50%

50%

37%

28%

20%

13%

10%

8%

8%

19%

28%

34%

33%

35%

28%

27%

19%

16%

13%

13%

91%

89%

84%

83%

72%

55%

47%

32%

25%

21%

20%

CarHigh Speed

Internet access

Mobile Smartphone

Email

Text MessageHigh Definition

TelevisionFacebook

Newspaper Subscription (print or

digitalSkype

Twitter

Instagram

But for Most, Access Is Ownership

21

Total Millennials (18-34) Age 35+Series1 68%

67%

58%

41%

53%

42%

28%

21%

18%

8%

22%

22%

29%

37%

20%

26%

34%

32%

25%

8%

90%

90%

87%

77%

73%

68%

62%

54%

43%

17%

57%

59%

50%

39%

46%

33%

29%

21%

23%

12%

29%

28%

33%

38%

24%

29%

36%

36%

30%

12%

86%

87%

84%

78%

70%

62%

65%

57%

53%

24%

78%

76%

65%

42%

59%

51%

27%

21%

12%

16%

16%

25%

35%

16%

23%

32%

29%

21%

5%

94%

92%

90%

77%

75%

74%

59%

50%

33%

9%

Very Important 4 (on 5 point scale)

4%

Importance of Goals/Aspirations/Activities

% Top 2 Box (4-5)

Having access to a car/vehicle that I can use

when I need

Owning or leasing a car/vehicle

Helping others who need help

Raising a family

Voting in elections

Having a place of my own (home/apartment)

Doing my part to help the environment

Volunteering time tocharitable causes

Being wealthy

Being famous

Millennials:Intersection of Car/Vehicle & Mobile Smartphone

0%

20%

40%

60%

80%

100%89% 89% 89% 87% 87% 85% 82%

76%

62%

86%80%

89%

68%75% 79%

90%

77% 81%

Car/VehicleMobile Smartphone

22

Having access to Car/Vehicle or Smartphone empowers you to do the following(% of 4-5’s on 1-5 Scale)

Age 35+:Intersection of Car/Vehicle & Mobile Smartphone

0%

20%

40%

60%

80%

100% 92% 91% 90% 86% 86% 84% 83%72%

57%

76% 76%83%

53%60%

89%

64% 63%71%


23


Total Mobile Device Users:Intersection of Car/Vehicle & Mobile Smartphone

0%

20%

40%

60%

80%

100% 90% 90% 90% 87% 86% 84% 83%74%

59%

81% 78%86%

60%67% 71%

89%

70%76%


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The Rise of Ride/Car Sharing Services

Uber isn’t a household name just yetWhile interest and usage of Car/Ride Sharing Services is on the rise, it hasn’t yet reached mass awareness.

Unsurprisingly, those who would consider Car/Ride Sharing Services tend to be younger, more urban, male and single.

Right now, about half of consumers would consider such services, so there still needs to be more education and trust-building to court the other half of the market.

26

Cars are the Dominant Form of Transportation with only a Small Minority Using Car/Ride Sharing Services

27


UsersMillennials

(Aged 18-34) Aged 35+Own a car/vehicle that you use for transportation 92% 88% 96%

Use a transit system for transportation (i.e. subway, metro, railway system, etc.) 13% 17% 10%

Use the bus for transportation 12% 18% 7%

Use taxis for transportation 9% 11% 7%

Lease a car/vehicle that you use for transportation 8% 11% 6%

Use a car or ride sharing service for transportation (i.e. Lyft, Zipcar, Uber etc.) 3% 5% 1%

Thinking about the different forms of transportation you use,

do you…

5% in Urban DMAs usecar/ride sharing services

While Car/Ride Sharing Services Have Grown Exponentially, Familiarity Has not yet Reached “Mass”

28

Total Mobile Smartphone Users Millennials (18-34) Age 35+Amazon

FordApple

NikeToyota

General MotorsVolkswagen

BMWXbox

Zip CarUber

Lyft

82%

66%

69%

68%

62%

55%

47%

47%

57%

13%

8%

15%

29%

25%

26%

32%

36%

40%

38%

28%

20%

15%

13%

97%95%95%93%93%

91%86%86%84%

33%22%

18%

83%

61%

73%

71%

60%

49%

47%

51%

66%

17%

10%

9%

14%

32%

22%

23%

34%

39%

37%

37%

27%

24%

20%

18%

97%93%95%94%94%

88%84%

88%93%

41%30%

27%

80%

70%

65%

65%

63%

62%

46%

44%

48%

9%

16%

26%

29%

28%

30%

33%

42%

40%

28%

17%

9%

7%

96%96%

94%93%93%95%

88%84%

76%26%

14%10%

I cant imagine my life without it 4 (on 5 point scale)

6% 2%

5%

Half of Those Surveyed Would Consider Using Car or Ride Sharing

29

Would Not Consider Car/Ride Sharing

Services

52% 48%

Indicated they would be interested in using car sharing,

branded car sharing, or ride sharing.

Selected Top 2 Box (4 or 5) on 5 point scale for at least 1 of the car

or ride sharing services

Would Consider Car/Ride Sharing

Services

Are not very interested in using car sharing, branded car sharing, or ride sharing.

Did not select Top 2 Box (4 or 5) on 5 point scale for at least 1 of the car

or ride sharing services

Q: How likely are you to use this service if it were available in your area? Please use a 1-5 scale where 5 means you would definitely use this service, and 1 means you would definitely not use this service.

Not Surprisingly, Millennials Lead Interest in Ride/Car Sharing

30Q. How likely are you to use this service if it were available in your area? Please use a 1-5 scale where 5 means you would definitely use this service, and 1 means you would definitely not use this service.

Branded Car Sharing Car Sharing Ride Sharing0%

20%

40%

60%

80%

100%

40% 39% 36%51% 48% 46%

30% 29% 26%

Total Mobile Smartphone Users Millennials Aged 35+

Likely To Use Service If Offered In Your Area% Top 2 Box (4-5)

Demographic Profile: Those SurveyedWho Would Consider Using Car or Ride Sharing

31

Would Consider Ride/Car Sharing

Would Not Consider

Ride/Car Sharing

Gender Male 55% 45%Female 45% 55%

Age Millennials (18-34) 62% 37%Age 35+ 38% 63%

EthnicityHispanic or Latino 15% 8%

Not Hispanic or Latino 85% 89%

RaceWhite 74% 89%

Black or African American 15% 19%Asian 10% 6%

DMA Urban DMA 35% 25%Not Urban DMA 65% 75%

LocationCity 40% 20%

Suburb 40% 49%Small city/town/rural area 19% 31%

Those who would consider using car/ride sharing

services:• Are more likely to be male• Tend to be Millennials• Live in an urban DMA or city• Rent their home/apt• Single• Racially/ethnically diverse

(non-white) Marital Status

Married/Living with someone 58% 65%Single 35% 23%

Divorced/Separated/Widowed7% 12%

Rent or Own Home/Apt

Own 66% 74%Rent 34% 26%

Behavioral Profile: Those Who Would Consider Using Car or Ride Sharing

32*Indexes are vs. those not interested in car/ride sharing services

• 84% agree having their own car is important to them (91)• 29% agree that with all the car/ride sharing services that are

available car ownership isn’t as important (705)

Car ownership is still very important, but not as important with other modes of

transportation available

Actively give and seek out advice

• 76% agree that if they try something new and like it, they will always tell others about it (111)• 55% seek advice before purchasing products/services (138)

Are more likely to buy products/services on impulse

• 62% sometimes buy things on impulse (62%)

Are looking for new and exciting things to do or products to try

• 71% are always looking for new and exciting things to try (144)• 55% agree they are the first of their friends to try new things

(166)• 21% consider themselves trend-setters (187) and 43%

consider themselves adventurous (146)Like brands that are innovative,

but also grounded in a brand history

• 72% prefer brands that innovate and try new things (136)• 60% agree it is important that brands have a history

or heritage (150)

Up to date on technology trends, and prefer brands that are too

• 63% know more about new tech trends than their friends (174) • 69% prefer brands that are on the cutting edge of

technology(137)

The Connected

Car Decision Journey

The Beginning of a New Purchase JourneyCar ownership is still important and car/ride sharing services are on the rise. So how does car connectivity impact behavioral and attitudinal shifts in the automotive space?

The findings in this study indicate that if connectivity has not yet become a major influence for Millennials and other generations when it comes to their choices for automotive transportation, it soon will.

The dramatic increase in volume of connectivity conversation over the past year, coupled with the steep rise in conversation surrounding consideration of connectivity technology, points to a future in which connectivity plays a much larger role in the automotive purchase journey.

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Main Takeaways from the Journey• The connected car is a docking station. Consumers want their smartphones to

integrate with their connected cars. Rather than purchase an additional technology ecosystem, consumers want to leverage what they already know and understand.

• Millennials are increasingly driving connectivity Consideration. The people considering buying a connected car are younger and have less purchasing power compared to individuals who considered buying a connected car the previous year.

• The differences in technology cycles between cars and phones are a frequent pain point. The different schedules of software updates and product rollouts is a common complaint among consumers, as well as a major driver of dissatisfaction about connected car technology.

• Connected cars need tech support. Automotive brands now need to treat their cars like technology products, providing frequent tech support and software updates.

• Connectivity is being talked about more and more. There was a 15% increase in conversation about automotive connectivity in 2013 compared to 2012.

• Connectivity is increasingly driving purchase consideration, and consideration is all about phones. Consideration conversation increased dramatically compared to the previous year. Within Consideration, phone integration is a dominant topic of conversation.

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Connected Car Conversation

36

Below is a breakdown of all relevant connected car conversation during 2013.

Sources: Twitter, Blogs, Forums, public Facebook Dates: 1/1/13 - 12/31/13 Relevant mentions: 236,040

Outline of the Journey

37

There are seven phases in the connected car decision journey: Awareness (broken out into the mass market and car enthusiasts), Consideration, During Purchase, Integration, Advocates, Detractors, and Guidance.

Connected Car Decision Journey

Pre-Purchase

Pre-Purchase Decision Journey:AwarenessAwareness: 68% (+15%)

• Awareness conversation consisted of individuals talking about innovations and developments in automotive connectivity.

• 40% of Awareness conversation was driven by Car Enthusiasts, a select group of individuals and industry insiders who discussed the trends and innovations of connected cars in great details. They are responsible for shaping connected car perceptions among consumers and potential buyers, and their topics of discussion range from manufacturer-specific innovations to software updates.

• The majority of Awareness conversation is driven by laymen; however, the topics that they cover are strikingly similar to those of Car Enthusiasts.

• Within Awareness, conversation focused primarily around the more high profile, futuristic innovations within automotive connectivity, such as self-driving cars technology and v2v communication protocols. This conversation drove nearly two out of every three posts within Awareness discussion. However, there is evidence to suggest that this trend is changing as the general public learns more about connected car technology. Awareness conversation has seen a 10% year-over-year decrease in post volume, which is even more significant because connected car conversation at large increased by 15% in 2013 compared to 2012.

3940%

YOY-15%

“@Mahindrae2o love the “connected car” innovations.Haven’t driven it yet though.” – @OxyMoronify, Twitter

“Cars Are Fast Becoming #Smartphones on Wheels. #ConnectedCars http://t.co/NN7jBukzvF” – @jopocop, Twitter

Pre-Purchase Demographics

Gender Family Status

42

Below is a breakdown of the demographic information of individuals engaging in Pre-Purchase conversation, benchmarked against the general conversation surrounding automotive connectivity, as well as the average across Twitter.


Personal Income Age Breakdown

43Number of unique Twitter users: 4,145


Ethnicity


Pre-Purchase Demographics:Occupation, Interests

Top Occupation Top Interests


Pre-Purchase Decision Journey:ConsiderationConsideration: 2% (359%)

• The massive year-over-year increase in volume of Consideration conversation suggests that connectivity is becoming increasingly more important when choosing a car to buy.

• These individuals have had their opinions surrounding car connectivity shaped by a combination of what they have learned during the Awareness phase of the decision journey, as well as online discussion driven by Connected Car Enthusiasts.

• However, conversation within connected car Consideration suggests that most individuals still view automotive connectivity as a luxury feature, something not essential in their automotive purchase.

• Automotive manufacturers’ connected car app ecosystems, smartphone integration, and built-in navigation systems were the most discussed types of connectivity within Consideration.– Automotive manufacturers’ apps were discussed within 25% of Consideration

conversation– Smartphone integration via USB or Bluetooth was mentioned in 22% of the

conversation– Navigation systems were discussed in roughly 18% of the conversation 46

2%(359%)


“I don’t need navigation, traffic reports, BMW Assist, Sirius radio, etc. I know some of that is what makes a luxury car a luxury car but it seems like a huge waste of money on expensive packages to me…” – KassonVike, bimmerfest.com, Forum


“I am in the process of researching a purchase and learning about Audi Connect and the Navigation System. I do not think I wouldwant to spend the fee of $30.00 for the Audi connect, but is it tied into the Navigation system? Is there a charge to just use the Navigation system?”

– buzzy8, edmunds.com, Forum

Consideration Demographics


49

Below is a breakdown of the demographic information of individuals engaging in Consideration conversation, benchmarked against the general conversation surrounding automotive connectivity, as well as the average across Twitter.

Consideration Demographics: Income, Age


50Number of unique Twitter users: 4359

Consideration Demographics: Ethnicity

Ethnicity

51

Consideration Demographics: Occupation, Interests


52Number of unique Twitter users: 4359

Types of Connectivity within Consideration

Connected Consideration

53

Below is a breakdown of the types of connectivity technology being discussed within Consideration conversation. This conversation is broken down into three categories based upon consumer sentiment directed toward these technologies: enthusiasm, skepticism, and indifference.


Manufacturer apps, in-car navigation systems, and phone integration technologies drove the highest levels of consumer enthusiasm within consideration conversation. However, these three topics also drove the highest levels of skepticism.

Connected Car Decision Journey During

Purchase

Purchase Decision Journey:Declaration During PurchaseDuring Purchase: 2% (-24%)

• Within this conversation, many people listed their car’s connected features alongside other popular motivators for purchasing cars, such as leather seating and engine size.

• While individuals may discuss the higher end, more expensive connected car features during the Consideration process, individuals base their purchases around features that integrate with their phones and do not incur the same costs as built-in car connectivity.– Conversation surrounding smartphone integration dramatically increased within

Declaration of Purchase discussion, driving 25% more volume compared to Consideration

– Conversation surrounding built-in navigation systems plummeted compared to the levels it drove within Consideration, decreasing 66%

• Within this conversation, dealership experiences emerged as a small but important topic of discussion.– People shared their experiences with a dealer in 4% of Declaration of Purchase

conversations– Only 30% of people who talked about their dealership experiences said that

they had been helped by their dealers with their connected car features 552%

-24%


“OK...it is official...13’ E92 ordered......LeMans Blue, Black Novillo, Brushed Alum Trim, ZCP - Competition pkg, ZPP - Premium pkg, DCT, Heated Seats, Sat Radio, BMW Apps….” – Sandman99, m3post.com, Forum


“My Cadilllac dealer sales person spent an hour with me customizing my options in my car prior to leaving with it...Setting up blue tooth, phone options, voice recognition the works, followed by answering all question about anything inside of the car until I had all of the info I wanted prior to leaving...”

– CTSCHICK, CadillacForums.com, Forum

Connected Car Decision Journey

Post-Purchase

Post-Purchase Decision Journey:Integration/UpdatingIntegration/Updating: 2% (-24%)

• Connected cars are discussed similarly to technology: people enter into a Post-Purchase period where they install the needed software/firmware and get the technology working. As connected cars and smartphones do not follow the same development cycles, this has the potential to create a great deal of confusion among a consumer group with little experience with treating their cars the same way they treat other tech products.

• Integration/Updating is a crucial step in the connected car Purchase Decision Journey, because whether or not consumers are able to successfully use their car’s technology influences the path these individuals will take in their decision journey.

• Within this phase, individuals often reach out online to ask for help with their new cars. This behavior most commonly occurs in forums. – People asked questions about integrating smartphones with their connected cars in roughly 42% of all

Integration/Updating conversation, increasing in volume roughly 50% compared to Declaration of Purchase

– Voice recognition/control applications, such as Siri in the car, also drove large amounts of chatter, discussed in 15% of all posts

– Manufacturer-specific connected ecosystems, such as Ford Sync, slightly increased in volume within Integration/Updating, driving a total of 14% of posts, a 10% increase from Declaration of Purchase conversation

– Roughly 4.5% was driven by people discussing upgrading their car’s software or firmware 592%

-24%


“Can Sygic Navigation audio be routed through Sync? Certainly not with this version, but can there be a Version update from Microsoft? On the Microsoft Sync Ford webpage, I did notice Sygic app sync but for vehicles like Explorer and Mustang.”

– vu2pmc, www.team-bhp.com, Forum


“Hey there is a update for my car. I hope it fixes some bugs they made from the last update. #myfordtouch #fordsync”

– @yellowmello, Twitter

Post-Purchase Decision Journey:AdvocatesAdvocates: 13% (124%)• These individuals often go to great lengths to express their passion for their

connected cars, most commonly writing long form content to express their love in rigorous detail.

• Positive experiences within Advocacy were focused in two areas:– Connected car apps drove 30% of conversation.• A particularly devoted group of individuals within this conversation talked

glowingly about Ford’s Sync connected car technology, mentioning how they “loved” how seamlessly it connected with their phones.

– Smartphone integration drove 19%• A potentially worrisome trend is that Detractor conversation has grown more than

twice as much as Advocacy conversation. – This suggests that consumers are not receiving adequate levels of customer

support for their connected cars– Brands that make a point to nurture their customers, and continue to ensure

that their technical support needs are adequately addressed well past driving off the lot, have the potential to build devoted advocates

6213%

(124%)


“I’m so happy my car has a usb port so i can charge my phone.i just love my car.”

– lko_x, Twitter


“I love it!! the Harmon Kardon sound system is very nice, loud and clear but i’m not an audiophile type. Mini Connected works great w/my iPhone 4 and 4S; so if you have an iPhone its def worth it but if you don’t have an iPhone then mini connected isn’t really worth there isn’t an android version yet......However, USB media player functions work w/android and also via BT if your phone can stream audio over Bluetooth….I haven’t gotten used the voice commands since using the navigation **** in the middle works pretty good once you get a hang of the menu systems....”

– jimmyselix, northamericanmotoring.com, Forum

Post-Purchase Decision Journey:GuidanceGuidance 5% (-18%)

• Those providing guidance are extremely knowledgeable, and used their knowledge to provide technical support to owners of connected cars.– They can help move people away from Detractors, and toward Advocates.– Forums were the dominant platform for these individuals (allowed them to

communicate complex, long form posts that provided the best possible advice).– There were not enough people Providing Guidance to adequately address the

volume of conversation from people within the Integration/Upgrading and Detractors phases of the decision journey.• Providing Guidance conversation decreased 18% in volume relative to the

previous year (while Detractors and Advocates conversation more than doubled).

• Because of the increasing scarcity of people learned in connected car technology online, brands that step in and provide much needed consumer education in a market with a great deal of confusion will build brand loyalty and drive advocacy in the process.

655%

(-18%)


“..Yes, MFT (MyFordTouch) automatically updates itself about every two weeks and fixes bugs and such. Even when it is out of warranty it will continue to do this….”

– kpjb24, www.focusfanatics.com, Forum


“Interestingly, my friends and I were talking about this issue last night. If you lock your car either with the remote or from the inside, you CAN NOT unlock it unless with remote or BMW Assist. Regardless if your second remote is in the car. Most Japanese cars are not able to lock doors with the remote (your spous’s extra key etc)inside the car. Althought BMW call this an anti theft feature, IMO, this is one safety issue they need to reconsider. I think Coding will help with this.”– M3ZCP6MT, www.m3post.com, Forum

Post-Purchase Decision Journey:DetractorsDetractors: 8% (262%)• Detractors are individuals who express strong dissatisfaction with a connected car

brand.• Problems connecting a smartphone to a connected car dominated this

conversation.• Many consumers are unprepared for the challenges of treating a car like another

tech product.– 50% of conversations focused on individuals complained about a problem with

their phone connecting to their car.– The volume of discussion surrounding connected car software updates increased

in volume by 156% compared to Integration/Upgrading conversation.– This provides further evidence that the different technology cycles between

automotive and technology products are directly affecting the consumer in adverse ways.

• If these individuals continue to have trouble getting their purchases to work, they will move on to sabotage car brands.

• Detractors were similar to Advocates in that they often talked about their connected cars at length, with the key difference being that they articulated the nuances of how their connected car had failed to fulfill their expectations. 688%

(262%)


“Hey, this car has bluetooth; let me play a song on my phone! Wait, it is a #Ford and Sync is a joke. Never mind.”

– Cool_V_300C, 300cforums.com, Forum


“Ford Sync is such a piece of s*$#. The blue tooth is horrible. Hardly ever connects to my phone on its own.”

– @ItsJoeNotJoel, Twitter

Post-Purchase Demographics


71

Below is a breakdown of the demographic information of individuals engaging in Post-Purchase conversation, benchmarked against the general conversation surrounding automotive connectivity, as well as the average across Twitter.

Number of unique Twitter users: 4,145

Post-Purchase Demographics: Income & Age



Post-Purchase Demographics: Ethnicity

Ethnicity


Post-Purchase Demographics:Occupation, Interests



Brand Factor Analysis

Introduction to Brand Factor AnalysisWe took a deeper dive to see how consumers perceived specific brands, especially in terms of innovation and market leadership.

Most of the major auto brands that we asked respondents to evaluate ranked below non-automotive brands on key metrics related to Innovation/Disruption and Personal Connection.

• Amazon, Apple, Uber, Zipcar, and Lyft outperform industry stalwarts Volkswagen and General Motors.

• Ford and Toyota received the highest ratings among automotive brands.

• There is a clear opportunity for savvy automakers to improve these perceptions, and meet the changing demands of consumers.

76

A Factor Analysis Uncovered That Brand Attributes Are Grouped into 2 Categories

77

• Understands people like me• Makes me happy• Empowers me to do the things I want to do• Offers what I want –and delivers• Is a company I can relate to

Personal Connection

• Is doing things that are new and innovative• Is on the cutting edgeof technology• Is a leader not a follower• Is changing the way people live their lives

Innovative & Disruptive Leaders

-0.25 -0.15 -0.05 0.05 0.15 0.25

-0.25

-0.15

-0.05

0.05

0.15

0.25

Apple

Zipcar

Toyota

Amazon

GM

NikeFord

VW

BMW

Xbox Uber

Lyft

Brand Perception Mapping

78Q. Below is a list of statements that could be used to describe [INSERT BRAND NAME]. Please indicate how well each statement describes [INSERT COMPANY NAME] on a scale of 1 to 5 where 5 means the statement describes [INSERT BRAND NAME] very well, and 1 means the statement doesn’t describe [INSERT BRAND NAME] at all.

Personal Connection

Inno

vati

ve &

Dis

rupt

ive

Lead

er

We Asked Consumers: If You Were a Car, What Brand of Car Would You Be?

79

Brand Perceptions – Innovative Brands


Aggregate Inn. Brand Avg. Apple Amazon Xbox Nike

Is a leader not a follower 77% 84% 83% 69% 72%

Is doing things that are new and innovative 74% 83% 81% 71% 61%

Is easy to buy or use 74% 70% 87% 69% 71%

Is on the cutting edge of technology 72% 84% 79% 70% 54%

Offers what I want – and delivers 68% 70% 84% 60% 57%

Is changing the way people live their lives 67% 81% 80% 62% 43%

Is a company I can relate to 64% 64% 79% 59% 53%

Understands people like me 62% 65% 80% 52% 50%

Makes me happy 61% 63% 77% 57% 46%

Empowers me to do things I wantto do 58% 65% 72% 51% 44%

Brand Perceptions(Top 2 Box - 4,5)

Brand Perceptions – Automotive Brands


Aggregate Auto Avg BMW Toyota Ford GM VW

Is easy to buy or use 59% 45% 69% 70% 55% 56%

Is doing things that are new and innovative 59% 67% 66% 64% 49% 47%

Is a leader not a follower 58% 71% 63% 59% 47% 49%

Is on the cutting edge of technology 55% 68% 60% 59% 43% 47%

Offers what I want – and delivers 49% 53% 58% 54% 41% 40%

Understands people like me 48% 48% 52% 56% 45% 39%

Is a company I can relate to 48% 45% 54% 57% 46% 37%

Makes me happy 44% 51% 47% 48% 38% 37%

Is changing the way people live their lives 44% 46% 49% 51% 38% 35%

Empowers me to do things I want to do 41% 46% 44% 46% 36% 33%


Brand Perceptions – Car/Ride Sharing Services


Aggregate Car/Ride Sharing Avg Uber Zipcar Lyft

Is doing things that are new and innovative 67% 71% 68% 61%

Is a leader not a follower 66% 67% 68% 62%

Is changing the way people live their lives 64% 67% 65% 60%

Is on the cutting edge of technology 63% 67% 59% 62%

Is easy to buy or use 61% 66% 56% 60%

Offers what I want – and delivers 58% 67% 49% 59%

Understands people like me 57% 61% 53% 57%

Is a company I can relate to 57% 60% 50% 60%

Empowers me to do things I want to do 57% 59% 52% 59%

Makes me happy 54% 58% 47% 56%


IN-CAR APPS &AUTOMOTIVE

CONNECTIVITY INDEX

Top Insights: White Space for Auto Brands• There is currently no automotive brand that is driving high levels of connected

satisfaction. All the leading OEMs we studied that over-indexed in connectivity conversation also under-indexed in consumer satisfaction with their connected technology. Inversely, the brands that drove the largest amount of satisfaction around their connected cars saw the least conversation driven by connectivity. These trends suggest that there is no current OEM that consumers view as “most connected” from a positive perspective.

• Dodge was perceived as the most connected car by consumers on social media, though a large portion of conversation was driven by negative experiences. The most discussed connectivity technologies also drove significant levels of negative conversation. For example, consumers frequently said Dodge’s Uconnect disconnected from their phones, and some even said they were seeking aftermarket stereos because Uconnect would not play their phone’s music.

• Overall, connectivity was not top-of-mind among consumers when they discussed the leading automotive brands. The average percentage of conversation that mentioned automotive connectivity among the leading OEMs was roughly 3%.

84

Top Insights: Marketing Opportunities for Promoting Connectivity• Automotive brands need to focus more of their brand messaging around their

connectivity features. There is still relatively little consumer Awareness about connected technology among the leading OEMs. Because conversation around connected cars has increased by roughly 15% in 2013 versus 2012, this puts additional urgency on brands needing to spread their messaging and drive perception within the increasingly younger audience that their cars are more connected than their competitors.

• The most talked about OEMs on social media tended to have their connectivity features discussed less. There was a direct correlation between the level of overall conversation around an automotive brand and the low share of voice driven by connectivity technology. This trend suggests there is an opportunity for the less socially discussed OEM brands to utilize the growing conversation surrounding automotive connectivity to build brand equity. Manufacturers who build high levels of Awareness around their connected car technologies have the potential to become top-of-mind among consumers within this market, a market that is seeing large amounts of growth driven by a highly actionable consumer segment.

85

Leading OEMs’ Connectivity Perception

86

Below is a breakdown of automotive connectivity surrounding the leading OEMs. Position is determined by the total percentage of conversation that mentions connectivity, as well as the positive versus negative perception of the brands’ connectivity technologies.

Sources: Twitter, Blogs, Forums, public Facebook Dates: 1/1/13 - 12/31/13 Total mentions: 60,263,480

LOW

EST

CONN

ECTI

VITY

HIGHEST CONNECTIVITY

NEGATIVE

POSITIVEExample of HyundaiPositive Conversation“In love with Hyundai Sonata”– @farabees, Twitter

Example of Nissan Non-Connectivity Conversation“how do i connect my i phone to my 04 altima without an aux input?”– @PSMcClain, Twitter

Example of BMW Negative Conversation“The built-in maps on my 2012 X3 and 2011 ActiveE do a terrible job of routing to destinations in San Francisco...”– MurrayX3 on 5post.com, forumExample of Dodge Connectivity Conversation

“I have a 2013 Dodge Avenger SXT with Uconnect 130. I usually plug my iPod nano into the USB so I can control it through the radio, however today I’m having problems”– Cyingling12, dodgeforum.com, forum

Connectivity Sentiment By Brand

87

Below is a breakdown of each connectivity sentiment by OEM.


Brands that drove the highest levels of connectivity discussion also saw a corellating increase of negative sentiment.

Dodge Kia GMC

BMW

Hyund

ai

Toyota

Honda

Merced

es-Ben

zFor

d

Chev

rolet Jee

pNiss

an0%

10%20%30%40%50%60%70%80%90%

100%

Positive Neutral Negative

8.97% 22% 11.2% 28.7% 39.6% 26.9% 21.7% 6.9% 21.5% 35.5% 40.5% 16.9%

82.7% 70% 75% 42.6% 48.1% 71.6% 76.8% 86.3% 61.4% 48.7% 35.1% 77.5%

8.3% 5.63% 13.8% 27.7% 12.3% 1.5% 1.5% 6.9% 17.2% 15.8% 24.3% 5.6%

Perc

enta

ge o

f Tot

al

Brand Connectivity Breakdown: Shareof Conversation

88

Below is a breakdown of the leading OEMs by level of total conversation mentioning connectivity, as well as total discussion around each manufacturer.


Percentage Of Total Connectivity DiscussionDodge drove the largest percentage of connectivity discussion by a wide margin.

Brand Connectivity Breakdown: Conversation Volume

89

Below is a breakdown of the leading OEMs by level of total conversation mentioning connectivity, as well as total discussion around each manufacturer.


Total VolumeThe brands that drove the most volume often did not drive high levels of connectivity discussion.

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