From the Goodyear Blimp to the Michelin Man, the tire industry has no shortage of iconic brands. Today's tire buyers have more options to consider, and they increasingly turn to digital to do research and filter these choices. Overall web usage has increased 21% year-over-year driven by online purchasing, which has grown 3x from 2012 to 2013. This study explores tire buyers' digital behaviors to better understand how manufacturers and retailers can drive their brands to perform.

November 2013