A large number of people are turning to digital channels such as search engines, online videos, and dealer websites for research before making decisions about buying new and used cars and two-wheelers, according to a report from Google and Kantar on Wednesday. The report entitled ‘Auto Gear Shift India 2020’ explored the digital impact on Indian car buyers and the opportunities for the industries.
“As consumers place far greater importance on online and digital channels – search engines, online videos and dealer websites have become the three main touchpoints for buyers – leaving behind traditional media platforms,” he said. The report found that online video plays an important role in a car buyer’s buying journey, allowing buyers to experience cars and two-wheelers from different and unique angles, such as vehicle features, design (walk-around interior, features and technology), in action (vehicle safety tests , VR content, performance videos), reviews and advertisements (testimonials, third-party reviews or comparison tests.
As digital becomes the main point of contact for potential buyers, car brands and dealers have increased their online presence to be part of the consumer’s car sales journey, it added. “The automotive industry is undergoing a digital transformation and many leading brands have already digitized their touch points with consumers. As consumer preferences shift to digital across different categories, we will see more brands find new ways to engage consumers on digital platforms, ”said Nikhil Bansal, Head of Industry – Auto at Google India.
He added that the time between investigation and final decision making has become short with easy access to information online. “This makes it even more important for car brands to create richer experiences and content that not only allow buyers to get information, but also provide an immersive brand experience to engage and influence their decision,” he said.
The report is based on a survey of 2,000 respondents from 17 cities from category I, II and III cities.
News Highlights:
- The report titled ‘Auto Gear Shift India 2020’ examined the digital impact on Indian car buyers and the opportunities for the industries. “As consumers place far greater importance on online and digital channels – search engines, online videos and dealer websites have become the three main touchpoints for buyers – leaving behind traditional media platforms,” he said.
- Online videos, dealer websites that play an important role in the automatic purchase process: Google
