OUR REACH - Kelley Blue Book
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OUR REACH 1|
Mobile Device Usage Continues to Increase as
Desktop/Laptop Usage Decreases
Smartphones have surpassed tablets in usage
Devices Used to Shop for a Vehicle
91% 87% 82%
Desktop/Laptop
28% 39% Tablet
19% Smartphone
28% 35%
19%
2013 2014 2015
Source: 2015 IHS Automotive Buyer Influence Study, in partnership with Autotrader
Q: Prior to purchasing your vehicle, which of the following devices did you use to access automotive information, either through the Internet or by using a mobile device?
2| Base: Buyers who used the Internet while shopping
Multi-device Usage Has Increased to 42% of Internet
Shoppers
42%
33%
24%
2013 2014 2015
Source: 2015 IHS Automotive Buyer Influence Study, in partnership with Autotrader
Q: Prior to purchasing your vehicle, which of the following devices did you use to access automotive information, either through the Internet or by using a mobile device?
3| Base: Buyers who used the Internet while shopping
The Majority of Smartphone Shoppers Use Their Device at
the Dealership
1 in 4 tablet shoppers use their devices on lots
Used Their Smartphone While at Used Their Tablet While at the
the Dealership Dealership
65% 25%
Source: 2015 IHS Automotive Buyer Influence Study, in partnership with Autotrader
Q: Prior to purchasing your vehicle, which of the following devices did you use to access automotive information, either through the Internet or by using a mobile device?
4| Base: Buyers who used the Internet while shopping
Multi-device Usage Is Projected to Reach 80% in 2020
Total population will catch up to millennials by 2018
Projected Multi-Device Usage
80%
50%
44% Total Population
Millennials
2016F 2017F 2018F 2019F 2020F
Source: Cox Automotive Marketing Analytics Forecast
5|
Time Spent on Mobile Devices Is Almost Evenly Split
Between Smartphone and Tablet
Percentage of Time Researching Allocated to Each Device
None
2%
Tablet
17%
Smartphone Desktop/Laptop
18% 63%
Source: 2015 IHS Automotive Buyer Influence Study, in partnership with Autotrader
6| Q: What percentage of time researching did you allocate to each source?
Over 18M
Unique Visitors Every Month1
KBB.COM IS THE MOST USED 3RD PARTY SITE
AMONG NEW AND USED VEHICLE BUYERS2
1: KBB Web Analytics (All Platforms – monthly average for the full year 2014)
2: 2015 IHS/AutoTrader.com Automotive Buyer Influence Study
7| Base: New Buyers (953), Used Buyers (691)
KBB.com Reaches Millions of In-Market Shoppers Every
Month
Mobile and tablet continue to grow
2008 – 2016* Average Monthly Visits to KBB Online Environments
40
35
30
25
Millions
20
15
10
5
-
2010 2011 2012 2013 2014 2015 *2016
KBB.com on Desktop KBB.com on Tablet Mobile Platforms Total
Source: KBB.com Site Data Monthly Average (Omniture SiteCatalyst), Visits Monthly Average Actuals Jan 2010 – Mar 2016.
8|
For nearly 90 years, KBB.com has been The Trusted
Resource® for pricing and valuation information
MOST SEARCHED
Harris Poll’s vehicle shopping brand
Online Auto Shopping
on Google year after year2
BRAND OF
THE YEAR
for 4 consecutive years1!
1: KBB.com received the highest numerical Equity Score among Online Auto Shopping brands included in the 2014 Harris Poll EquiTrend® Study. Please go to www.B2B.KBB.com for further details.
9| 2: Google Insights. http://www.google.com/trends/ Annual Search Terms for Vehicle Shopping (2015 YTD is Jan-Apr). Note: spellings are auto-corrected effective 2012.
KBB.com Shoppers Are More Engaged
More time spent and pages viewed than our competitors
KBB.com vs Competitive Time Spent1
5.9 8.5
(Average minutes per visit)
5.9 5.8 minutes per visit1 pages per visit1
3.4 3.6
3.3
2.1
83%
of KBB.com users are engaged in
research activities2
KBB.com Yahoo Autos Edmunds Autoblog.com U.S. News Best TrueCar
Cars
1: ComScore Media Metrix – January 2015 (Multi-Platform)
10| 2: KBB.com Omniture – 2014 Annual Research Share (mobile excluded)KBB.com Is the First Destination for Shoppers Returning to
the Market
Returning shoppers are just entering
the purchase path and are… What’s
• Checking their current vehicle
my car
worth?
value on the Owners
Homepage
− 76% of visits to the Owners
Homepage originated from an What will
organic search or direct visit1 my next
vehicle
be?
• Further away from purchase
− 70% of surveyed visitors to the
What should I
Owners Homepage indicated pay for my
next vehicle?
they were more than 3 months
away from purchase2
1: Kelley Blue Book Web Analytics. Visits to Owners Section for the full year of 2014.
11| 2: KBB.com Combined User Profile 2014Which Also Makes the KBB.com Audience Pre-Qualified
Shoppers
Actively
Preparing for
determining what
transaction
they can afford
Engaging in 3+ months away
research activities from purchase1
1: KBB.com Combined User Profile 2014
12|KBB.com Owners Homepage Is the Hub for Pre-Qualified
Auto Shoppers
98
More people use KBB.com
to determine trade-in values
MILLION than all other sources
combined4
Trade-In Reports1
(74.5 million on Desktop, 23.7 million on Mobile)
89%
conversion rate from Owners
75%
Homepage to Owners Trade-In
Value Page3
of KBB.com users visiting both new
37%
checking their current car car & owners pricing pages visited
value visited both trade-in and an Owners Value Page first3
private party values2
1: Kelley Blue Book Web Analytics. Visits to Owners Trade-In VDP for the full year of 2014. 4: 2015 IHS Automotive Buyer Influence Study, in partnership with Autotrader
2: Omniture Site Catalyst. Jan-Mar ’15 Q: By the way, did you trade in your vehicle?
13| 3: Kelley Blue Book Web Analytics. Q1 2015 Q: What sources did you use to determine the trade-in value?KBB MEDIA COVERAGE
KBB.com Leads the Pack in Media Coverage
Amongst major competitors, KBB.com had the most press coverage and
the highest reach
Share of Coverage
44%
KBB.com
36%
19%
TrueCar
19%
21%
Edmunds
23%
8%
Cars.com
11%
Volume (# of publications) Impressions (# of people reached)
Source: Porter Novelli Q1 2015 PR Competitor Share of Coverage
15|KBB.com’s Top Tier Media Coverage Every Month
ALWAYS IN THE NEWS
EXPERT ANALYSIS AND COMMENTARY FROM OUR TOP INDUSTRY EXPERTS
16|Our Robust Media Campaign Keeps KBB.com Top of Mind
and Relevant to Vehicle Shoppers
Reaching more than 9 out of 10 adults in the Adults will see our commercials
120M adults in the U.S.* U.S. will see our more than 25 times*
commercials*
VIDEO ON
DEMAND RADIO
LATE NIGHT CABLE SEM
NASCAR Traditional
Digital
Satellite
*Expected, not actual
17|KBB…The Trusted Resource®
KBB.com Today
Values • 2 in 3 shoppers who traded in
What’s my car their vehicle used KBB.com to
determine the trade-in value1
worth?
• KBB.com is the most visited
site for trade-in values1
Trade-in Blue Instant Cash Offer Trade-in
Research Book® Value (via Autotrader) Evaluator
• 93% of shoppers access
model information on
What will my vehicle-shopping sites2
next vehicle
• 74% of shoppers say “online
be? videos helped me learn
more about specific 5-Year Cost KBB Awards Buyer’s Guides & KBB Ratings Buyer’s Guide
trucks/cars”3 to Own Top 10 Lists & Reviews Sponsorship
• 91% of shoppers access
What should I vehicle pricing on vehicle-
pay for my shopping sites2
next vehicle? • Pricing was the most useful
content to shoppers who
Pricing favor KBB.com2
Fair Purchase Free Dealer Price Certified Listings
Price Range Quote Program
1: 2014 IHS Automotive Buyer Influence Study, in partnership with AutoTrader.com. Base: Purchasers Who Traded-In a Vehicle Note: Products above are a sample and not
2: J.D. Power 2014 New Autoshopper Study (NAS), Sept 2014 representative of all KBB.com products. Italicized
3: Google. Digital Drives Auto Shopping. November 2013 products are OEM or dealer advertising products.KBB…Fueling Definitely Smart Auto Choices
The Future of KBB.com
• 20% of shoppers rated the experience of Trade-in Sell Donate
Values “valuing a trade-in” as mostly negative1
What’s my car • 18% rated “receiving an offer for a trade-in”
worth? as mostly negative1
Simplified Valuation Path More Resources for Disposing of Vehicle
As the known valuations and pricing leader, KBB.com is especially focused on
Research innovating how today’s shoppers find the best vehicle for them.
• Nearly 9 in 10 KBB.com
shoppers are undecided2
What will my • 45% of KBB.com shoppers are
next vehicle undecided on segment or
be? vehicle type2
• 42% of shoppers are using Vehicle Discovery Based on Needs Building, Carrying & Comparing
multiple devices3 & Wants Consideration Sets Across Devices
• 17% of shoppers rated the experience
of “negotiating a purchase price” as
What should I mostly negative1
pay for my
• 65% of shoppers use their smartphone
next vehicle? while at the dealership3
Pricing • 61% access vehicle pricing content on
mobile devices while at the dealership3 Bridging Online Research & Helping Negotiations on the Lot
Offline Transaction
1: 2015 IHS Automotive Buyer Influence Study, in partnership with Autotrader Note: Products above are a sample and not
2: KBB.com Web-Intercept Survey, Q2 2014 representative of all KBB.com products. Italicized
3: J.D. Power 2014 New Autoshopper Study (NAS), Sept 2014 products are OEM or dealer advertising products.NEW PARTNERSHIPS/JOINT VENTURES Site Updates
Video Product Development – Early Previews
Video initiatives that may be launched or redesigned in 2016
KBB TV on Roku Programmatic Video Buying Alt_Driver Partnership
• Launch of KBB.com channel • Purchasing pre-roll via video ad • Co-branded destination for viral
automotive video content on
within Roku, featuring editorial exchanges using KBB.com data KBB.com
videos segments • Potential for branded video
• Additional distribution for pre-roll content featuring sponsored
to KBB shoppers models and KBB.com editorial
Note: Screenshots are from testing environments or concept mockups only. Final experience is likely to change based on test results and internal approvals.
21 |Cox Automotive Group Partnerships
Auto Auctions & Financial
Wholesale Services Services Media Software
+ DealerTrack/Dealer.comCox Automotive Partnerships: Lexus T1 – T3
Xtime
Native integration to schedule
service and reminders
Trade In
Marketplace (TIM)
Homenet
Video 360
KBB Price AdvisorYou can also read
