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Mint Coverage Webchutney Report "Inside the Mind of the Wired Car Buyer"
- 1. 14‘ WEDNESDAY, SEPTEMBER 15, 2010, DELHI www.livemint.com Auto mint NEED FOR SPEED Even as the global auto industry struggled in the wake of the economic slump, it bounced back in India, with passenger car sales rising a sharp 40% from December 2008 to December 2009, a trend that has continued since then. Alongside this, the decisions of car buyers in India have been increasingly influenced by the Internet. As a report by digital marketing agency webchutney makes clear, Internet usage is no longer limited to the urban Indian any more. The medium is fast overtaking traditional media such as television and newspapers, at least when it comes to consum- ers choosing their set of wheels, mainly because the Web offers a consumer-to-consumer model compared with the older the marketeer-to-consumer template. Add to that the power of unlimited comparisons and user feedback. Experience in Internet usage of car owners Type of car experience shared online Positive experience Using Internet for Negative 34% one-five years experience 54% Using 61% 38% Internet 8% for more than five 5% Using Not shared an experience years Internet for past one year Various online channels used to share car experiences Car owners who use Internet Social (25-39 years) (Above 40 years) 11% platforms Don’t intend to Others 36% purchase another car 27% 16% 26% Company 22% Consumer website review websites 84% Intend to 78% purchase Type of pre-purchase experience another car shared online by potential car buyers 61% Positive Vehicle ownership: online Indians experience versus rest of India Internet users National-level ownership Negative Car owners experience 10% 6% 33% 2% Not shared an experience Two-wheeler owners 51% Preferred source of information for potential car buyers 31% Online channels used by potential car buyers Internet 72% to share experiences (pre-purchase) Social platforms Annual household income of online potential car buyers Company website 27% 41% More than R12 lakh 6% R9.6-12 lakh 7% 53% Friends and family Others 9% 24% R4.8-9.6 lakh 16% Consumer review websites R3-4.8 lakh 22% N EWS Type of post-purchase experience Auto R1.5-3 lakh 30% R0.75-1.5 lakh 13% Magazines/Newspapers/Brochures 52% shared online by car buyers Positive Less than R0.75 lakh 5% experience DEALER Not shared 56% 37% an experience Likelihood of car purchase among online potential car buyers 44% Dealers 7% Negative experience 18-24 After 24 months months 12% Online channels used by car owners to Television 15% share experiences (post-purchase) 12-18 25% Within 26% Social platforms months 20% six months Company website 26% 38% 29% 6-12 months 1% Don’t know Consumer review websites 28% Graphic by: Uttam Sharma/Mint; Source: webchutney Others 9% Reliance of potential car owners: online versus offline Source of information consulted for various vehicular attributes Internet Newspapers Consumer magazines Friends and relatives Dealers TV Company websites/ catalogues 81% 3% 3% 2% 4% 1% 2% 8% 7% 7% 9% 8% Online consumer 65% 2% 18% 10% 19% 10% 17% 30% review websites 17% 26% 33% 17% Social 13% 24% 31% 33% 61% 19% 32% networking sites 13% 19% 12% 16% 8% 12% 12% 14% 7% 7% Family/friends/ 12% 14% relatives 79% 6% 13% 11% 49% 40% 38% 45% 30% 29% 29% Auto magazines 30% 29% and TV shows 77% Salesmen at Fuel efficiency Safety features Performance of Vehicle Brand image of Running costs Driving appeal Insurance Resale value dealer outlets 44% the vehicle specifications company premium