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ADI 2016 Automotive Report

A new report by Adobe Digital Insights (ADI) has a critical takeaway for automotive marketers: Consumers now turn to digital channels for buying information and are visiting third-party sites more than dealership sites.

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ADI 2016 Automotive Report

  1. 1. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2016 Automotive Report Adobe Digital Insights
  2. 2. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Methodology 2 Data from different Adobe Marketing Cloud solutions: Adobe Analytics Adobe Social Based on analysis of aggregated and anonymous data running through Adobe Marketing Cloud Analysis includes:  11+ billion visits from the top dealerships and car information websites from January 2014 through September 2016  57+ million social mentions from October 2015 to October 2016
  3. 3. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Key Insights 3 1. Rumors of ridesharing killing the automotive markets have been exaggerated 2. Self-driving cars face an uphill battle, and Tesla remains behind more traditional vehicles 3. Ford F-150 takes the crown for ADI Automobile of the Year. 4. Consumers turning to information sites over dealerships
  4. 4. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1 / Ridesharing Is Not Killing the Automotive Market 4 Expectation: Decreasing interest in sedans in cities where ridesharing is common Reality:  NY: +58% sedan visit growth since 2014  LA: +19% sedan visit growth since 2014 • SUV/truck growth is booming in both NY & LA (+29% and +63% respectively)
  5. 5. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1 / Ridesharing Is Not Killing The Automotive Market 5 What about less urban environments? In Denver:  Sedan and sport/luxury cars are holding steady  SUV/trucks are growing at 45% since January 2014 Excitement has increased for Uber and Lyft:  Combined social media mentions have increased +350% YoY  Lyft dominated social buzz this summer • “Undercover Lyft” series: landed a slew of viral videos
  6. 6. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2 / Self-Driving Cars Face an Uphill Battle 6 While the prospects of self-driving cars are exciting, crashes have a drastic impact on consumer sentiment
  7. 7. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2 / Self-Driving Cars Face an Uphill Battle 7 Despite the hype around Tesla, it has a long road ahead  Tesla garners plenty of social buzz: mentions are up 150% since October 2014  Tesla sentiment is low compared to other high end models, and doesn’t make the top 10 most researched models Social Sentiment By Model (US, Apr-Sept 2016) POSITIVE Volvo S90 Mercedes S Class Porsche Boxster Model X Model 3 Model S
  8. 8. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5 / ADI Automobile of the Year 8 1st Ford F-150 Based on social mentions, social sentiment & online visits Audi A4 2nd 3rd Honda Civic
  9. 9. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. / Consumers Turning to Information Sites vs. Dealerships 9 Consumers opt to compare options via information sites  Traffic to automotive research has increased 12% YoY  Dealerships have seen a 2% decrease With less visits to dealerships, Build&Price usage is also down 6% (since Jan 2015)  Desktop usage: Decreased 10%  Smartphone usage: Increased 48% • Yet only 12% of Build&Price starts come from smartphones
  10. 10. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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