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1 in 3 adults in the U.S. watches auto content on YouTube once per month!
Consumer behavior is changing—and video is leading the drive
In years' past, a consumer might have read reviews in magazines, asked friends and relatives for advice, and visited any number of dealerships before settling on a vehicle. That practice has gone the way of the in-dash tape deck.
Leveraging YouTube and Search, consumers are positively bingeing on digital content before making their purchases—and multiplying opportunities for marketers to be there in shoppers' which-car-is-best moments. Last year, consumers spent on average three hours more time researching than they did in 2013.8 They also performed 75% of that research on digital.9
All that research has huge ramifications for the brick-and-mortar showroom. With shoppers armed with so much information, dealerships have moved from being places to shop and explore—as they were in the days of in-dash tape decks—to mere points of sale. The average in-market shopper makes just two visits to a dealer before making a purchase.10
There's no substitute for sliding into the driver's seat, but consumers increasingly turn to YouTube before a test drive. In fact, one in three adults in the U.S. watches auto content on YouTube once per month.11 Research shows that consumers are gravitating particularly toward five video styles: test drives, walk-around, feature highlights, reviews, and safety tests.12 Mobile video particularly drives in-market consumers to take action; after watching content about cars, trucks, or racing on a smartphone, one in four will visit a dealer.13
Last year, consumers spent on average three hours more time researching than they did in 2013, and performed 75% of that research on digital.
These tendencies highlight an opportunity to attract viewers to brands' official channels. Mercedes-Benz recently responded to audiences' research behavior with a suite of videos that scratched viewers' walk-around itch, as well as offering feature demos of its redesigned E-Class sedan.
Takeaway: As a resource to whittle down a car shopper's consideration set, video is invaluable. Consider creating content around the five popular video styles (test drives, walk-around, feature highlights, reviews, safety tests), which allows shoppers to research by simply hitting play, and make sure it's optimized for mobile. Mercedes-Benz's example illustrates how marketers can be there in shoppers' which-car-is-best moments in creative, digital-first ways.
Source: (Repost from "Think With Google")
https://www.thinkwithgoogle.com/articles/auto-trends-consumer-behavior.html
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