October 2013

Auto Aftermarket:
Todays Digital Driver

thinkinsights

WHAT WE WANTED TO KNOW

How does digital drive

automotive parts research
and purchases?

Google.com/Think

WHAT WE DID

Google teamed up with Millward Brown Digital to conduct an

online survey using panelists who purchased automotive parts
or accessories within the past twelve months. Surveys were
elded between July 18-23, 2013 (n=1,241). We ran clickstream
purchase analysis for Q3 and Q4 2012 (aggregated).

We tracked consumer
online shopping activity
to understand shopping
and searching patterns

We analyzed the behavior

of parts converters
tracking their behavior
backward from the point
of conversion

Source: Millward Brown Digital/Google Auto Parts/Accessories Purchase Study, August 2013

We surveyed parts
purchasers to
understand their
shopping behavior

Google.com/Think

WHAT WE FOUND

Aftermarket needs havent changed, but the research and purchase process is evolving
Parts sales are still driven by a range of proactive maintenance to reactive repair needs.
Most drivers still purchase in person due to immediate needs, yet online purchasing is a growing channel.

Todays drivers are increasingly digital

7 in 10 drivers research online before they purchase regardless of where they buy.

Search engines drive consideration & purchase

Search is the most used source for shopping, and drivers use both branded and category terms to research.
90% of drivers clicking on paid category search terms were new customer prospects.

Video introduces drivers to new brands and drives action

Over one third purchased parts or visited a parts retailer as a result of watching online videos.

Mobile is the digital drivers constant companion, even in-store

Drivers use their phones throughout the purchase process for proactive research, a reactive need, or in-store
showrooming. 32% use their devices while at a parts store.

Google.com/Think

Aftermarket update

Google.com/Think

Aftermarket needs havent changed

PRIMARY REASONS TO PURCHASE

54%

67%

34%
16%
Enhancement

Seasonal

Maintenance

Repair

Proactive

Reactive
Parts purchases range from proactive vehicle
enhancements to reactive vehicle repairs

Source: Millward Brown Digital/Google Auto Parts/Accessories Purchase Study, August 2013
O1. Why did you purchase this/these [CATEGORY]? Please select all that apply. N =1241

Google.com/Think

How drivers purchase depends on the need

METHOD OF PURCHASE

59%

53%

67%

71%

Bought Online
Bought Oine

41%

47%

Enhancement

Seasonal

33%

29%

Maintenance

Repair

Proactive

Reactive
Proactive drivers are more likely to purchase
online, and reactive shoppers need parts quickly

Source: Millward Brown Digital/Google Auto Parts/Accessories Purchase Study, August 2013
C1. Which of the following best describes how you approached your most recent [CATEGORY] purchase? Please select one answer only.
N=219-1018

Google.com/Think

More purchases are happening online

WAS THIS THE FIRST TIME YOU
PURCHASED PARTS ONLINE?

First time
purchasing online
43%

Not rst time

purchasing online
57%

43% of surveyed
drivers bought there
for the rst time

Source: Millward Brown Digital/Google Auto Parts/Accessories Purchase Study, August 2013
O6. Was this the rst time you purchased [CATEGORY} Online? N=310

Google.com/Think

While most purchases still happen oine, 7 in 10

drivers start their parts purchase process online

39%
Researched online,
purchased oine

30%
Purchased online

25%
Researched &
purchased
oine

6%
None

THESE ARE TODAYS DIGITAL DRIVERS

Source: Millward Brown Digital/Google Auto Parts/Accessories Purchase Study, August 2013
C1. Which of the following best describes how you approached your most recent [CATEGORY] purchase? Please select one
answer only. N=219-1018

Google.com/Think

The digital driver

Google.com/Think

10

Digital drivers are on the rise, up to 14% year over year

UNIQUE VISITORS TO PARTS CATEGORIES
(JUNE 2012 JUNE 2013)
14

12

7
6

Ecommerce had the

largest year-overyear gains, increasing
19% in the period,
brick & mortar also up
7% year over year

Millions

10

Industry (Left)

Source: Source: Millward Brown Digital/Google Auto Parts/Accessories Purchase Study, August 2013
Clickstream IT01, Unique Site Visitors

Brick & Mortar

eCommerce Only

Google.com/Think

11

Digital drivers are younger, educated and have a

higher income

79%
are younger than
55 years old

81%
have some
college education

51%
have a HHI of
more than
$60K

Source: Millward Brown Digital/Google Auto Parts/Accessories Purchase Study, August 2013
C1. Which of the following best describes how you approached your most recent [CATEGORY] purchase? Please select one answer only. N=219-1018
S1. Which of the following categories contains your age?
D4. What is the highest level of education you have completed?
D5. What is your annual household income before taxes?

Google.com/Think

12

Theyre online regardless of their vehicle need

PURCHASE PROCESS BY VEHICLE NEED

27%

DIGITAL
DRIVERS

27%

43%

40%

29%

33%

Repair

Maintenance

22%

21%

37%

33%

41%

47%

Enhance

Seasonal

I researched oine and purchased oine

I researched online and purchased oine
I purchased online
Source: Millward Brown Digital/Google Auto Parts/Accessories Purchase Study, August 2013
C1. Which of the following best describes how you approached your most recent [CATEGORY] purchase?
Please select one answer only. N=219-1018

Google.com/Think

13

And spend more money per transaction

AMOUNT SPENT ON PARTS AND ACCESSORIES

59%
45%

40%
30%

33%
21%

3%

23%

20%
10%

8%

Less than $25

$25 to less than $100

$100 to less than $250

5%

$250 to less than $500

2%

3%

0%

$500+

I purchased online
I researched online and purchased oine
I researched oine and purchased oine

Source: Millward Brown Digital/Google Auto Parts/Accessories Purchase Study, August 2013
SPEND1. Which of the following best describes the price range of the [CATEGORY] you recently purchased?
Please select one answer only. N=1241

Google.com/Think

14

Cross-shopping is the norm

76% of purchasers visited multiple parts websites prior to purchase
1 Site
24%

2-4 Sites
32%

Source: Millward Brown Digital/Google Auto Parts/Accessories Purchase Study, August 2013
Clickstream: BF02, cut by converters

5+ Sites
44%

Google.com/Think

15

Where are digital drivers considering vs. converting

(ecommerce brands)
Retailer
Considered
Converted
Converted
elsewhere
Converted
elsewhere at

Auto
Anything

Auto Parts
Warehouse

CarID

JC Whitney

Summit
Racing

12%

17%

14%

10%

27%

88%

83%

85%

90%

73%

eBay Parts
19%

AutoZone
20%

eBay Parts
20%

eBay Parts
18%

eBay Parts
22%

AutoZone
15%

eBay Parts
17%

AutoZone
15%

AutoZone
16%

AutoZone
18%

Advance Auto
Parts
14%

Advance Auto Parts

11%

Advance Auto Parts

12%

Advance Auto
Parts
14%

Advance Auto
Parts
10%
Amazon Parts
9%

PepBoys
9%

Amazon
9%

Amazon
8%

PepBoys
7%

PepBoys
9%

Amazon
8%

Pepboys
8%

PepBoys
7%

Amazon
7%

Source: MBD Clickstream: BF10

Google.com/Think

16

Where are digital drivers considering vs. converting

(brick & mortar brands)
Retailer
Considered
Converted
Converted
elsewhere
Converted
elsewhere at

Advance Auto
Parts

AutoZone

NAPA

OReilly

PepBoys

37%

45%

30%

9%

44%

63%

55%

70%

91%

56%

AutoZone
30%

Advance Auto Parts

19%

AutoZone
28%

AutoZone
26%

AutoZone
21%

eBay Parts
15%

eBay Parts
16%

Advance Auto
Parts
19%

Advance Auto
Parts
14%

Advance Auto
Parts
16%

PepBoys
13%

eBay Parts
10%

eBay Parts
13%

PepBoys
11%

Walmart Parts
8%

NAPA
10%

NAPA
8%

Walmart Parts
9%

Source: MBD Clickstream: BF10

PepBoys
10%
Walmart Parts
7%

NAPA
9%
PepBoys
9%

Walmart Parts
15%

eBay Parts
13%
Auto Parts
Warehouse
7%
Google.com/Think

17

Brands and retailers have limited opportunities to

convert shoppers

NUMBER OF VISITS TO CONSIDERED BRANDS

AMONG ONLINE CONVERTERS
2 Visits
21%

3-4 Visits
22%

5-9 Visits 10+ Visits

17%
3%

1 Visit
38%
Over one third visited each
parts website in their
consideration set only once

Source: Millward Brown Digital/Google Auto Parts/Accessories Purchase Study, August 2013
Clickstream: BF03, cut by converters

Google.com/Think

18

And they decide quickly

TIME PASSED BETWEEN RESEARCH AND PURCHASE

44%
35%

79% made a
purchase within
one week

13%

Same Day

Source: Millward Brown Digital/Google Auto Parts/Accessories Purchase Study, August 2013
O11. How much time past between when you started researching and purchased?

Same Week

1-2 weeks

8%

More than 2
weeks

Google.com/Think

19

how to reach them:

Search

Google.com/Think

20

Search is the #1 resource used by todays digital driver

ONLINE AND OFFLINE RESOURCES USED

Search engines
General retail websites
Automotive parts/accessories retail websites
Vehicle brand websites
General automotive websites
Consumer-generated reviews online
Automotive parts/accessories brand websites
Vehicle dealership websites
Professional automotive review websites
Social networking websites
Video sharing websites
Vehicle service center websites
Newspaper websites
Blogs

31%
30%
28%

Salesperson at a store
Family members, friends, and/or colleagues
Service advisor, Technician, or Mechanic
Salesperson at a dealership
TV
Flyers or brochures received in the mail
Flyers or brochures received at a store
Newspapers
Magazines
Radio

52%
48%
45%
43%
41%
41%
40%
39%

31%

26%
23%

55%

65%
63%

70%

Online

65%
63%

39%
35%
35%
31%

Source: Millward Brown Digital/Google Auto Parts/Accessories Purchase Study, August 2013
RT1. Which of the following sources, if any, did you use to lxook for information on [CATEGORY] using these types of devices? N=1241; RT2. Besides the
Internet, which of the following sources, if any, did you use to look for information about [CATEGORY]? N=1241

In Person

Oine

Google.com/Think

21

Search is a key component in the path to purchase

On average, buyers conduct more queries while shopping
6.7 QUERIES
Shopped, did not
purchase

15.7 QUERIES
Purchased

QUERIES
6

10

12

16

On average, buyers conduct more queries while shopping

Source: Millward Brown Digital/Google Auto Parts/Accessories Purchase Study, August 2013
Parts Query Pathing among parts shoppers and converters, Q4 2012

Google.com/Think

22

Drivers use a mix of brand and category terms

when searching
18% of shoppers only use branded terms
39% use only category terms
43% use both keyword types while searching

CATEGORY
TERMS
39%

Source: Millward Brown Digital/Google Auto Parts/Accessories Purchase Study, August 2013
Parts Query Pathing among parts shoppers and queries, Q4 2012

43%

BRANDED
TERMS
18%

Google.com/Think

23

Category terms play a key role in the search path

Assisting Queries

Last Query
62%

54%
46%
38%

Brand

Category

Source: Millward Brown Digital/Google Auto Parts/Accessories Purchase Study, August 2013
Parts Query Pathing among parts converters and queries, Q4 2012

Brand

Category

Google.com/Think

24

Brand terms capture existing customers, while

category searches capture new customers

DISTRIBUTION OF PAID CLICKS BY CUSTOMER TYPE

Prospects

Existing customers

BRANDED
TERMS

30%

70%

CATEGORY
TERMS

90%

10%

Category terms are more likely to drive site

visits from prospects than existing customers

Source: Millward Brown Digital/Google Auto Parts/Accessories Purchase Study, August 2013
BTGC Study, June 2012 June 2013

Google.com/Think

25

Category terms drive additional conversions,

engagement and brand interest
Value of
THE IMPRESSION

Value of
THE CLICK

Exposed to ad and
didnt click

Exposed to ad and
clicked

Site Visits

2x more likely
than those who werent exposed

5x more likely
than those who werent exposed

Brand
Searches

2x

3x

Product
Views

4x

22x

Conversions

4x

28x

Source: Google/Millward Brown Digital Breaking the Glass Ceiling Study June 12 June '13
All Brands, All customers, Non-Branded terms

Google.com/Think

26

how to reach them:

video

Google.com/Think

27

Over one third of drivers are actively looking for vehicle

parts videos online

HOW CONSUMERS FIRST HEARD ABOUT PARTS VIDEOS

22%

I searched on a search engine

14%

I searched for it on a video sharing website

12%

I saw it on parts/accessories retailer websites

I noticed it on a video sharing website

9%

I saw it on a general retail website

7%

I saw it on a vehicle brand website

7%

I saw it on a general automotive website

5%

I saw it on a professional review website

5%

I noticed it on a social networking website

5%

I saw it on a part/accessory brand website

4%

I saw it on a vehicle service website

3%

I saw it on a vehicle dealership website

3%

I received it via email

3%

Source: Millward Brown Digital/Google Auto Parts/Accessories Purchase Study, August 2013
VI5. In general, how did you rst hear about the videos you watched online? Please select one answer only. N=546

Google.com/Think

28

Drivers visit YouTube often and stick around

On average, parts
purchasers visit
10 times per
month

They spend 17
minutes on the
site on average

Source: MBD/Google Parts Study, October 2013, Clickstream Video Module. Parts converters

Buyers engaging with

parts content spend
3 minutes on
average with parts
videos per visit

Theyre looking for DIY tips, more information on

product features, and reviews

34%

49%

Product videos

DIY Videos

22%

13%

TV ads online

Racing or
sports videos

Source: Millward Brown Digital/Google Auto Parts/Accessories Purchase Study, August 2013
RT8. Did you watch any videos about [CATEGORY] to help you shop for [CATEGORY]? N=1241
VI4. Which of the following describe the type of videos you watched while shopping for [CATEGORY]? Please select all that apply. N=546

30%

Professional
review videos

29%

Customer
testimonials &
reviews

Google.com/Think

30

Drivers move to search for information after viewing

parts videos on YouTube
Increase in
parts searches
within the week
that videos are
watched

35%
30%

1 in 4 search after
watching a parts
video

25%
20%
15%
10%
5%
0%
5 weeks
pre

4 weeks
pre

3 weeks
pre

2 weeks 1 week pre Same Day 1 week

pre
post

Branded

Source: MBD/Google Parts Study, October 2013, Clickstream Video Module. Parts converters

2 weeks
post

3 weeks
post

4 weeks
post

5 weeks
post

Non-Branded

Google.com/Think

31

Online videos help drivers discover new brands

and move them to buy or visit a store

67%
Watching online
video introduced
shopper to new
brands

37%

34%

Purchased parts/
accessories after
watching online
videos

Went to a retailer
that sells parts/
accessories

Source: Millward Brown Digital/Google Auto Parts/Accessories Purchase Study, August 2013
VI8. How much do you agree with each of the following statements about the online videos you watched to learn about
[CATEGORY] N= 546 (2013); Top 2 Box; VI7. As a result of watching videos about [CATEGORY] online, which of the following
actions, if any, did you perform? Please select all that apply. N=546

Google.com/Think

32

Complementing TV with online video reaches drivers who

are ready to act immediately

HOW SOON AFTER YOU SAW THE FOLLOWING ADS

DID YOU LOOK UP THE ADVERTISER ONLINE TO LEARN MORE?
48%

TV ad
38%

34%

Online video ad

36%

16%

13%
5%

Within 24 hours

1 day to less than 1

week later

2%

2%

1%

1 week to less than 2 2 weeks to less than 1 1 month or more later

weeks later
month later

Source: Millward Brown Digital/Google Auto Parts/Accessories Purchase Study, August 2013
MI5. How soon after you saw the following ads did you look up the advertiser for [CATEGORY] online to learn more? N= 133, 226

4%

1%

Not Sure

Google.com/Think

33

Automotive parts video research is on the rise and

here to stay

85%

of video
researchers plan
to watch
automotive
videos the next
time they shop for
parts/accessories

Source: Millward Brown Digital/Google Auto Parts/Accessories Purchase Study, August 2013
VI9. How likely would you be to watch videos about [CATEGORY] online the next time you shop for [CATEGORY]? N=546

Google.com/Think

34

how to reach them:

mobile

Google.com/Think

35

Mobile devices are a drivers constant companion

Share of purchasers using
their mobile phone to
research during:

BEGINNING

43%

MIDDLE

45%

END

36%

Share of purchasers using their

tablet to research during:

54%

48%

31%

Source: Millward Brown Digital/Google Auto Parts/Accessories Purchase Study, August 2013
RT4. When did you use each of the following devices while shopping for [CATEGORY]? Please select all responses that
apply for each device. N=339-364

Google.com/Think

36

Drivers use mobile devices throughout the full

shopping process, even when in-store
REACTIVE RESEARCH

SHOWROOMING UP
UNTIL PURCHASE

70%
Home

27%
Service center

29%
In line

33%
Work

17%
While stranded

32%
At a parts store

PROACTIVE RESEARCH

Source: Millward Brown Digital/Google Auto Parts/Accessories Purchase Study, August 2013
RT12. From which of the following locations did you use your mobile device(s) (e.g., mobile phone and/or tablet) to shop for [CATEGORY]?
Please select all that apply. *Base- Selected mobile phone or tablet for at least one source in RT1 N=448

Google.com/Think

37

Theyre price shopping, driving in-store purchases and

researching products

ACTIVITIES CONDUCED ON MOBILE DEVICES

Looked up pricing information

52%

Looked for discounts/oers

38%

Looked up stores hours of operation

42%

Checked availability for in-store pickup

35%

Checked prices at other locations

38%

Searched for parts/accessories by vehicle

36%

Checked part/accessory warranty information

Diagnosed a problem with my vehicle
Read 3rd party/consumer reviews

Mobile to
store

34%

Compared part/accessory features

Watched a part/accessory review or video

Price
shopping

28%
26%

Product
research

25%
23%

Source: Millward Brown Digital/Google Auto Parts/Accessories Purchase Study, August 2013
RT10. Which of the following, if any, did you do on your tablet while shopping for [CATEGORY]? Please select all that apply. *Base- Selected
tablet for at least one source in RT1 N=339; RT10a. Which of the following, if any, did you do on your mobile phone while shopping for
[CATEGORY]? N=364; Net N=448

Google.com/Think

38

Mobile advertising drives brand consideration and

inuences purchase

ACTIONS TAKEN AFTER SEEING A MOBILE AD

Encouraged me to consider the brand that was advertised

30%

Prompted me to contact the advertiser

28%
26%

Prompted me to search online for information

Encouraged me to purchase parts/accessories

25%

Prompted me to visit the advertisers retail location

25%

Prompted me to visit the website of the advertiser

22%

Prompted me to check my current parts/accessories to see if they

needed to be replaced
None of these

21%
4%

1 in 4 parts shoppers are prompted to purchase after seeing a mobile ad

Source: Millward Brown Digital/Google Auto Parts/Accessories Purchase Study, August 2013
MI3. What role did each of the following advertisements play while shopping for [CATEGORY] N=162

Google.com/Think

39

Drivers are cross-screen shoppers

SCREENS DRIVERS MOVED TO AFTER SEEING A MOBILE AD

Desktop
53%

Tablet
9%

Mobile phone
28%

62%
of drivers that see a mobile ad
move to another screen to learn more

Source: Millward Brown Digital/Google Auto Parts/Accessories Purchase Study, August 2013
MI4. Thinking about the last time you saw each of the following types of advertisements, did you then look up the [CATEGORY] advertiser to
get more information? N=68

Not sure
28%

No
4%

Google.com/Think

40

WHAT THIS MEANS FOR MARKETERS

Reaching todays digital driver

Drivers research online and make their decisions quickly having an always-on digital presence is critical to catch
consumers when they are deciding

Get considered with search

Parts retailers can get in the consideration set as drivers search on category terms. Be there on paid generic,
category search terms to drive new customers and demand for your brand

Engage and educate with online video

Provide instruction videos and product videos to help bring your oerings to life for potential customers

Be there across all screens

Having a cohesive cross-device strategy is critical in reaching drivers make it easy for them to move between
screens while they research and buy

Google.com/Think

41

Turning insights into action

Next Steps

Get considered
with search

Engage & educate

with video

Connect across
screens

How is their brand vs. non-brand coverage?

Are they YouTube crawling, walking, running? Set up a

follow up meeting for the YouTube story?

Follow up with a mobile scorecard

Google.com/Think

42

Methodology Brands With Actions vs. Without

clickstream analysis
Brands with Actions: MBD measured actions on these 20 sites (i.e.

purchases, store locator, etc.). Anytime we mention converters or

conjunction with clickstream data we are referring to people who purchased
on one of these 20 sites. We were limited to 20 sites with actions per the
parameters of the study.

Brands without Actions: We tracked visitation to these sites, however did

not track actions (e.g. purchases or store locator). Whenever you see data
based on conversions/purchases these sites are NOT included.

Google.com/Think

43

Methodology Parts Denitions

clickstream analysis
Brands
Brands w
with
ith A
Actions
c.ons

Actions

1A Auto
Advance Auto Parts
Amazon
Auto Anything
Auto Parts Warehouse
AutoZone
BuyAutoParts
Car ID
eBay Motors
Empire Covers
eTrailer
Interstate Batteries
JC Whitney
NAPA
O'Reilly Auto Parts
Pep Boys
Summit Racing
Walmart
weathertech.com
XTreme Diesel Performance

KPI - Chat
KPI - Coupons
KPI - News
KPI - Product Page
Conversion Schedule Appointment
Conversion - Store Locator
Conversion - Add to Cart
Conversion - Purchase

Google.com/Think

44

Methodology Parts Denition

Clickstream analysis
Brands without Actions
Bike Bandit
Camping World
Cheap Cycle Parts
Covers Direct
Eastwood
J&P Cycles
Jeep 4x4 Center
Jegs
Motorcycle Superstore
Parts Geek
Revzilla
Rock Auto
Transamerican Auto Parts
Truck Add Ons

Google.com/Think

45

Methodology Parts Brand Categories

clickstream analysis

Brick & Mortar: Advance Auto Parts, AutoZone, Interstate Batteries, NAPA,
OReilly, Pep Boys, Walmart
E-Commerce Only: 1AAuto, Amazon, Auto Anything, Auto Parts Warehouse,
BuyAutoParts, CarID, eBay Parts, Empire Covers, eTrailer, ExtremeDiesel, JC
Whitney, Summit Racing, Weathertech.com

Google.com/Think

46