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    Internet usage among car buyers in India is growing rapidly and influencing their purchasing decisions. A report found that internet usage is no longer limited to urban areas and is overtaking traditional media for researching vehicles. The internet offers consumers the ability to easily compare vehicles and read feedback from other users. Most car owners who use the internet have been doing so for over 5 years, and over 80% of owners intend to purchase another vehicle. Potential buyers are also increasingly sharing pre-purchase experiences online, with over 60% sharing positive reviews.

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    Potential Car Buyers

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    Internet usage among car buyers in India is growing rapidly and influencing their purchasing decisions. A report found that internet usage is no longer limited to urban areas and is overtaking traditional media for researching vehicles. The internet offers consumers the ability to easily compare vehicles and read feedback from other users. Most car owners who use the internet have been doing so for over 5 years, and over 80% of owners intend to purchase another vehicle. Potential buyers are also increasingly sharing pre-purchase experiences online, with over 60% sharing positive reviews.

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    17 views1 page

    Internet Empowering Indian Car Buyers

    Uploaded by

    srihariganesan110
    Internet usage among car buyers in India is growing rapidly and influencing their purchasing decisions. A report found that internet usage is no longer limited to urban areas and is overtaking traditional media for researching vehicles. The internet offers consumers the ability to easily compare vehicles and read feedback from other users. Most car owners who use the internet have been doing so for over 5 years, and over 80% of owners intend to purchase another vehicle. Potential buyers are also increasingly sharing pre-purchase experiences online, with over 60% sharing positive reviews.

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    of 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

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