Automotive / studies

For the first time ever the majority of purchasers does online research before purchasing. The online purchase share shows limited growth for most products, however online research grows strongly and consistently across all countries and products.

Key Findings

• Online purchase mainly grows in travel and media, however online research grows strongly and consistently across all countries and products.
• Online research grows equally strong amongst online and offline purchasers and is consistent amongst countries and products as well.
• Products of higher value show both more online research and more online purchase than lower value products.

Google worked with Fiat and econometrics agency Conento to understand the effectiveness marketing spend. Key findings included:

• Paid Search is the most efficient media for Fiat purchase.
• Paid Search represents 51% of total marketing contribution to Web visits, which are the main marketing driver for dealer visits.
• For Fiat, an increase in display (from 8% to 9%) and paid search (from 0,3% to 5,9%) is recommended.

This study will help you understand more about how consumers in Spain research new automobile purchases online.

Key findings:

• The most important sources for researching a new car are dealerships, search engines and friends and family.
• The use of online sources has grown significantly since 2009.
• Online videos play an increasingly important role; over half of car buyers use them (and three quarters say they have a positive impact).
• Thanks to the proliferation of smartphones, mobile devices are becoming an important way for car buyers to conduct research.

This study looks at marketing ROI in the Spanish insurance market. The study aims to identify the key marketing drivers that generate new applications, and to quantify the effectiveness and efficiency of these drivers. The study used a variety of sources, including: internal data from Direct Seguros, Google search data and economic indices.

The key findings are:

• Organic search and paid search play key roles in driving online applications.
• Online comprehensively outperforms both direct marketing and TV advertising in terms of its delivery of ROI
• Search is the main driver of web traffic.