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Automotive / studies
We've brought together our latest automotive studies from across the globe to help you understand what your customers are searching for and the impact of different media. Access our case studies, thoughts from leaders, infographics, and research data to learn how to improve your digital strategy for automotive.
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.
- 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.
This study aims at evaluating the effectiveness of a variety of advertising platforms and formats in the Netherlands.
- The richer format afforded by video platforms means ads have a greater impact than on news or social media sites
- Prerolls are the most effective ad type across metrics measured against
- YouTube has the highest reach by some margin - 83% of respondents are users, a considerable proportion of which medium to heavy users
- 7 in 10 spend 5 minutes or more on YouTube per session.
This study will help you understand more about how consumers in the Netherlands research new automobile purchases online.
- The most important sources for researching a new car are dealerships, search engines and dealer websites.
- The use of online sources has grown significantly, with 2 in 5 buyers considering it the "most influential" for key milestones in the purchase process.
- Online videos play an increasingly important role; over a third of car buyers use them (and the majority 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.