Over 9 in 10 car buyers in India use Search at some stage of the purchase journey. What keywords were they searching for? Eighty-five percent of searches in the auto vertical were industry list for specific auto brands. But as India is a cost-conscious market, the most searched keywords within brand searches were about price. Consumers also searched for information about vehicle size, fuel efficiency, interior, brand reputation, driving experience, reviews, and financing options.
Additionally, the study showed that two-thirds of car buyers searched online to find dealerships. 2) 80% of car buyers use online video during the purchase industry list journey. Online video is emerging as the biggest disrupter in India’s automobile industry with watch time of auto-related video increasing by 225% year over year industry list on YouTube alone.1 The medium is quickly becoming essential to the car-buying journey, and brands should use it to connect with potential industry list consumers. Over the course of just one year, there’s been an incredible 2X growth in the usage of online video in the car category research and buying phase.
The study also found that 79% of all car buyers who watched online video took action (went for a test drive, downloaded a brochure, visited a showroom, etc.) afterwards. 3) Offline touchpoints during consumers’ car-buying journey dropped by 50%. The average industry list number of dealership visits during the car buying process has dropped from four to two in the past two years, with almost two-thirds of car buyers making two or fewer dealership visits. Additionally, nearly 90% of car buyers take two or fewer test drives. 4) 68% of car buyers start their research without industry list an idea of the car they want to buy. The average car buyer’s research and thought processes are gradually evolving.