Another edition of Google Think Auto is in the books and, as always, it was an insightful afternoon from the online powerhouse. The theme of the event was change, but this always seems to be the case with technology. Technology drives change and creates the expectation of change. We have all been talking about Uber, Air BnB and Netflix for awhile now, but it still remains relevant to be cautiously paranoid about someone coming to our industry and turning it upside down. We need to continue to push forward and effect change.
Speaking of change, this year Google made some changes to their Think Auto study. They expanded their study from 3,000 car shoppers to 5,000 car shoppers which means that they have deeper data than they have had in previous years. This was also the first year that Google included a dealer-specific segment.
Here are some highlights from this year’s study:
- Online video is continuing to become more important for consumers but is still not being fully utilized by the auto industry in Canada. Since OEMs are not producing the content, it is up to individual dealerships to start creating the content that customers are looking for.
- The average car buyer is making 3 dealership visits, but:
- 40% visit one dealer only
- 23% visit multiple dealers of the same brand
- 37% visit multiple dealers and brands
- Prices and Payments and Booking a Test Drive are pain points for customers
- 65% of shoppers have emailed a dealer
- About half of customers are not happy with the timeliness or the quality of responses
- Google is going to have a Dealer Digital Excellent Award this coming year
We will have a more complete summary to follow with more detailed info and stats, stay tuned!