尼尔森-2018年汽车营销报告-2019.1-32页.pdf

THE NIELSENAUTO MARKETINGREPORT2018At Nielsen,data drives everything we doeven art.Thats why we used real data to create this image.Copyright 2018 The Nielsen Company(US),LLC.All Rights Reserved.2Copyright 2018 The Nielsen Company(US),LLC.All Rights Reserved.LETTER FROM THE AUTHORSWelcome to The Nielsen Auto Marketing Report 2018!As you probably know,buying a car is a long and complex process.For starters,its an expensive purchase,so we tend to be cautious and deliberate about it.Its also a decision we live with for some time,so we owe it to ourselves to review the relevant options.Just consider that there are 412 distinct car models in the U.S.alone this year.1 Picking the right car is not necessarily a rational process either.Ask anyone to explain what theyre looking for in a new car and the words dont come easy:part of it is utilitarian,part of it is hedonic,and theres no readymade formula to make it any easier.While were hard at work trying to figure out which car to buy,youthe auto marketerare working equally hard on sophisticated incentive packages and advertising campaigns to sway our decisions.The stakes are high:the industry spends$35 billion a year in marketing initiatives in the U.S.alone.2 Even as car sales in the U.S.have slowed down a bit in the past couple of years,3 automotive remains one of the top-spending advertising categories on the national stage,and by far the top spender on local media.As consumers,we buy a new car every six to seven years on average,and in that timespan were exposed to thousands of ads across all media channels.Were not actively shopping the whole time,of course,but those ad impressions are surely leaving a mark and shaping our preferences.4At Nielsen,weve been studying shopping behavior for a long time,across all types of consumer products.Its become increasingly clear to us that car shopping follows a unique set of dynamics.To investigate,were launching the first of an annual series of auto marketing reports to take a deep dive into the consumer path to purchase,medias impact on brand awareness and purchase intent and buying behavior across age groups.Enjoy the report!Sincerely,Nate Hutchins and Brett HouseBRETT HOUSE VP-Marketing&Strategy,Nielsen Watch1“Car Shopping Guides.”J.D.Power.Accessed September 2018.2 Almadrones,Erik,and Deloitte Digital.“Automotive Marketing:Shifting Gears in a Slowing Market.”September 13,2017.3“LMC Automotive Forecast June 2018.”J.D.Power.June 25,2018.4“Magna Advertising Forecasts.Fall Update.”Magna Global.September 20,2017.NATE HUTCHINS VP-Client Strategy-Automotive,Nielsen Watch3Copyright 2018 The Nielsen Company(US),LLC.All Rights Reserved.CONTENTSINTRODUCTION .4PATH TO PURCHASE:A NEW PERSPECTIVE .5MEDIAS IMPACT:FROM AD RECALL TO PURCHASE CONSIDERATION .9DEMOGRAPHICS:ADAPTING TO CHANGE.16BRAND IMPACT:DEFENDERS VS.CHALLENGERS .24CONCLUSION .28ABOUT THE REPORT.29GLOSSARY OF TERMS .30HOMEPATH TO PURCHASEMEDIAS IMPACTDEMOGRAPHICSBRAND IMPACT4Copyright 2018 The Nielsen Company(US),LLC.All Rights Reserved.INTRODUCTIONIn todays crowded car market,auto advertisers are hard-pressed to connect with consumers,encourage new sales,and do it all under diminishing budgets.Its a steep challenge,and one that can only be met with a full understanding of how people shop for cars and how they are influenced by automotive advertising.Our research,based on online surveys conducted by Nielsen every quarter since 2012,analyzes the behavior of new car buyers in the U.S.To date,more than 220,000 interviews have been completed with prospective auto buyers.Youfor onewill get a new perspective on the automotive path to purchase.For example,weve learned that people dont shop for cars by simple process of elimination.When car shoppers are ready to buy,they consider twice as many cars as they did at the beginning of their journey.This presents a unique opportunity to influence buying decisions very late in the game.In light of that,youll see how different media channels impact brand awareness and purchase consideration and learn how to optimize your media strategy in order to build deeper connections with consumers.The key is to develop campaigns that can deliver on two fronts:building long-term brand equity and capturing peoples attention when theyre weighing their options.Youll also get a close look at how different age groups not only dont shop for the same types of cars,but they dont shop in the same ways either.We zoom in on Millennials and compare their behavior to that of their older counterparts.Finally,youll learn how brand market share impacts key path to purchase metrics,including unaided brand awareness and purchase intent.Were confident that the findings in this report will shed new light on the automotive path to purchase and help you develop more informed marketing strategies that increase purchase consideration andmost importantlynew car sales.HOMEPATH TO PURCHASEMEDIAS IMPACTDEMOGRAPHICSBRAND IMPACTCOMING SOONSTAY TUNED FOR AUTO PATH-TO-PURCHASE INSIGHTS FOR MULTICULTURAL DEMOGRAPHICS!Including:African Americans,Asian Americans and Hispanic AmericansPATH TO PURCHASEA NEW PERSPECTIVE 5At Nielsen,data drives everything we doeven art.Thats why we used real data to create this image.Copyright 2018 The Nielsen Company(US),LLC.All Rights Reserved.HOMEPATH TO PURCHASEMEDIAS IMPACTDEMOGRAPHICSBRAND IMPACT6Copyright 2018 The Nielsen Company(US),LLC.All Rights Reserved.The path to purchase is a simple and useful model that marketers have used for decades to illustrate how people shop.Its often described as a sequence of events,where people are exposed to a wide range of options,which they whittle down as they get closer to buying.There are two big misconceptions with this view:1 The first misconception is that people dont have any intrinsic bias favoring one brand over another at the start of the car-buying process;2 The second misconception is that car shopping is a process of elimination,whereby people eliminate brands one by one until a winner finally emerges.Lets start with the first.Our research shows car buyers do,in fact,have a bias in the mindshare that they allocate to brands throughout the path to purchase.We employ unaided brand awareness as a proxy for this mindshare bias throughout the report.Second,the car shopping process doesnt follow a linear path with a consistently decreasing consideration set.Interestingly,the number of brands under consideration actually increases the closer a person gets to a final decision.We came to these conclusions by asking prospective car buyers about their car buying journey.We began by asking a few questions about brands they think of without being prompted(unaided awareness),and then we asked respondents to identify brands they know from a list of 34 carmakers(aided awareness).5 Finally,respondents were asked in-depth questions about car consideration and purchase intent to draw connections between types of awareness and the path to purchase.It turns out that not all brand awareness was created equal.Quality is significantly more important than quantity.Seventy-five percent of all car buyers reported that they intend to purchase their top of mind brand,which as the name suggests,is the highest quality unaided awareness a brand can achieve.It has a serious edge over all others before the consumer ever sets foot inside a dealership(see figure 1.0).Consumers with unaided brand awareness account for only 23%of total awareness,yet generate 60%of all purchase consideration and 90%of purchase intent.In fact,shoppers with unaided awareness have 10 times the purchase intent as those with aided awareness.Quality really is more important than quantity when it comes to automotive brand building.5 See Glossary of Terms at the end of the paper for all definitions.NOT ALL BRAND AWARENESS WAS CREATED EQUAL.QUALITY IS SIGNIFICANTLY MORE IMPORTANT THAN QUANTITY.Tweet HOMEPATH TO PURCHASEMEDIAS IMPACTDEMOGRAPHICSBRAND IMPACT7Copyright 2018 The Nielsen Company(US),LLC.All Rights Reserved.TOTAL AWARENESSPURCHASE CONSIDERATIONPURCHASE INTENT2.9%10%74%Unadided AwarenessAided AwarenessTotal AwarenessAWARENESS KEYFIGURE 1.0UNAIDED AWARENESS IS RESPONSIBLE FOR 90%OF ALL PURCHASE INTENTIONSSource:Nielsen Auto Path-to-Purchase Study|USA|34 brands|persons 18+|Q1,Q2 2018 1,980 respondentsIts clear that,as a marketer,you need to build deeper connections with consumersnot simply awareness for awareness sake.It takes a media-agnostic,customer-first marketing approach to build these connections long before prospects are actively in the market for a new car,as stated by this automotive CMO in the The Nielsen CMO Report 2018:“We have to have a consumer-first mindset.Its how we approach the purchase journey.I think that weat timesdo it really well,but in pieces.When you think about the purchase funnel for automotive.you have future-market,near-market,end-market.Weve done a really good job lately on the end market.the bottom of the funnel stuff.But if were not building the demand in the mid-to upper funnel,then were not filling that pipeline up with enough customers to deliver on our goal.”High reach mediasuch as television and radioshould be leveraged to build awareness and fill the top of the sales funnel.These channels,however,need to be reinforced across other media touchpoints to ensure you achieve deeper unaided awareness and remain part of the consideration set when prospects get closer to visiting a dealership.HOMEPATH TO PURCHASEMEDIAS IMPACTDEMOGRAPHICSBRAND IMPACTUNAIDED AWARENESS17%6%2.6%10X PURCHASE INTENTAMONG SHOPPERS WITH UNAIDED VS.AIDED AWARENESS23%of total60%of total90%of total8Copyright 2018 The Nielsen Company(US),LLC.All Rights Reserved.Collectively,your media touchpoints with consumers throughout the path to purchase must reinforce your overall brand story and elevate it in consumers minds.Now to address the second misconceptionthat car shopping is a process of elimination.Our research shows that car shoppers consider more brandsnot fewerthe closer they get to making a purchase.Car shoppers start out on the path to purchase by considering two to three brands on average(see figure 1.1).Theyre aware of many more of course (29 out of the 34 in the study),but by the time theyre ready to buy,they typically have five brands under considerationnearly twice as many as they started with.Interestingly,as they consider more brands,car shoppers develop tunnel vision and focus on researching and evaluating only the cars that have made their expanded shortlist.Its not that they lack interest in other brands,rather its a case of selective indifference to brands outside their consideration set.The fact that shoppers are considering more brands as time goes by is encouraging for auto marketers.It suggests that car shoppers are open to considering additional brands even while having a top of mind brand that carries a natural advantage.In the next section,well look at how you can improve the quality of awareness youre generating and increase the likelihood your brand will make a buyers shortlist.FIGURE 1.12X INCREASE IN CAR BRANDS UNDER CONSIDERATION AS PURCHASE NEARSSource:Nielsen Auto Path-to-Purchase Study|USA|34 brands|persons 18+|Q1,Q2 2018 1,980 respondents1-2 YEARS2-3 BRANDS7-12 MONTHS4-6 MONTHS3 MONTHSCURRENTLY SEARCHING5 BRANDS 1.02.03.04.05.0Purchase ConsiderationCAR SHOPPERS CONSIDER MORE BRANDSNOT FEWERTHE CLOSER THEY GET TO MAKING A PURCHASE.Tweet 2XINCREASEHOMEPATH TO PURCHASEMEDIAS IMPACTDEMOGRAPHICSBRAND IMPACTMEDIAS IMPACTFROM AD RECALL TO PURCHASE CONSIDERATION 9At Nielsen,data drives everything we doeven art.Thats why we used real data to create this image.Copyright 2018 The Nielsen Company(US),LLC.All Rights Reserved.HOMEPATH TO PURCHASEMEDIAS IMPACTDEMOGRAPHICSBRAND IMPACT10Copyright 2018 The Nielsen Company(US),LLC.All Rights Reserved.As weve learned,effective brand building remains critical through the path to purchase.The key is a holistic approach to media strategy that takes the customer journey into account(see figure 2.0).As the recently published Nielsen CMO Report 2018 made clear,marketing executives across industries agree that one of their biggest challenges lies in striking the right balance between their media mix,their core marketing key performance indicators(KPIs)and the experiences customers have with their brand.Nearly all agreed that traditional media like TV or radio are critical to building upper-funnel awareness.On the other hand,digital media channels are thought to be particularly effective at driving mid-and lower-funnel engagement and conversion.FIGURE 2.0ALIGNING MEDIA WITH THE AUTO PATH TO PURCHASESource:The Nielsen CMO Report 2018BRAND BUILDING Top-to mid-funnel strategies Favors broad reach media(radio and TV)CUSTOMER ACQUISITION Mid-to low-funnel strategies Favors targeted media(mobile,digital,direct mail)TOTAL AWARENESSPURCHASE CONSIDERATIONPURCHASE INTENTHOMEPATH TO PURCHASEMEDIAS IMPACTDEMOGRAPHICSBRAND IMPACT11Copyright 2018 The Nielsen Company(US),LLC.All Rights Reserved.FIGURE 2.1MEDIAS IMPACT ON AD RECALL AND PURCHASE CONSIDERATIONSource:Nielsen Auto Path-to-Purchase Study|USA|34 brands|persons 18+|Q2 2015 to Q1 2018 AD RECALLPURCHASE CONSIDERATIONTVMagazinesRadioDigitalTheaterBillboardDirect MailMobileNewspapersFor this report,we were able to further confirm these findings and quantify the relative importance of each media channel by measuring ad recall(a surrogate for brand awareness)and purchase consideration(see figure 2.1).Its important to note that this analysis is based on national auto brand advertising recall.Additionally,high TV ad recall is in part influenced by the size of TV advertising budgets,which are larger relative to the other channels represented here.Generating Awareness:TV drives the highest level of ad recall of all channels by a wide marginover 2x greater than print,the next highest channel in terms of ad recall.Increasing Consideration:Purchase consideration among those who recall an ad is higher across other channels(like mobile,direct mail and even billboards).HOMEPATH TO PURCHASEMEDIAS IMPACTDEMOGRAPHICSBRAND IMPACT12Copyright 2018 The Nielsen Company(US),LLC.All Rights Reserved.While digital tends to get all the headlines,direct mail leads the pack by a relatively large margin when it comes to impacting purchase consideration.It continues to be a top channel for direct response marketing,despite seeing a decline in volume over the past 10 years.6 Like with digital,direct mail personalization is key to cutting through the clutter and being seen by people.Mobile is proving to be an increasingly important channel in auto advertising.Its the second-highest driver of purchase consideration.With the growth of location-based advertising,not to mention mobiles targeting and dynamic creative capabilities,this may come as no surprise.As an example,a mobile campaign could capitalize on the fact that a prospect just researched a particular car.A test drive ad could be sent