FRECKLE IOT PATH TO PURCHASE: U.S. AUTOMOTIVE FOOTFALL REPORT Q4 2018
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Freckle IoT
Path to Purchase:
U.S. Automotive Footfall Report
Q4 2018Hi We’re Freckle.
Freckle is a global data company with
an offline media measurement product and
Killi, a consent management platform that
solves privacy and compliance challenges
for consumers and companies.
Freckle’s offline media measurement solution
helps determine the effectiveness of media
investment in driving customers to a location.
U.S. AUTOMOTIVE FOOTFALL REPORT Q4 2018 2Through our offline attribution deduplication tools to remove
product (Freckle), a marketer is able employees, couriers, and unconfirmed
to determine the effectiveness of their visitors to provide the highest level of
media across all channels in driving confidence scoring for all visitors.
consumers into a physical location.
Over the past 30 days, we sent over
Freckle's consent management 8,000 surveys to our customers using
solution, Killi, is a consumer facing the Killi app to pinpoint specific
application that actively solves serious automotive shopping habits.
privacy challenges of consumers and
the needs for companies to source
compliant data. Through modern Key Insights:
acquisition techniques, we receive
• Most important days car
privacy-compliant location data
buyers visit a dealership
from over 150+MM devices across
North America which allows us to • Most important factors
persistently measure the visitation of when deciding to purchase
consumers. Our reach is unmatched, a vehicle
with over 2B monthly data points.
• How long a consumer
spends researching a car
Today we’re launching our first U.S.
footfall report for the Automotive
Industry which examined key trends in This information, which may be bound
the U.S. automotive market during the to Freckle visitation data, is available to
fourth quarter of 2018. This report will customers along with the opportunity
be the first in a quarterly series that to conduct branded surveys with the
will cover automotive, QSR, retail, Killi user base.
telco, and other key verticals. Research
was conducted by not only physical
monitoring of over 3,000 automotive
dealerships, but also through surveys
of engaged Killi users. Freckle used
its proprietary dwell logic and
U.S. AUTOMOTIVE FOOTFALL REPORT Q4 2018 3Understanding the Market and Your Core
Target Audience
Targeting the correct core audience How are you building a true
has never been more important as relationship with buyers? When
market pressures weigh heavier on consumers enter your dealership, you
automotive dealers nationwide. are responsible for developing a
Technology and specific shopping relationship that will motivate them to
behaviors seem to be interjecting continue to purchase from you
themselves more predominately than repeatedly. With the access to infinite
ever, making consumer data vital for buying in the literal palm of their
success. Studies show that consumers hands, it’s going to be marketing from
are keeping their cars longer than ever within the dealership that is going to
before, but, in spite of that fact, there be the purchasing tipping point.
was a 5.7% YoY increase in sales in the
year 2015.1
On the horizon is the rapid
development of the car-sharing
community. This will be a massive
factor when developing a marketing
plan. Forecasts suggest that by 2030,
more than one in three km driven
could possibly involve car-sharing
The average
number of years concepts. Concurrently, user
consumers are
keeping their cars1 preferences will move more towards
autonomous mobility. Based on
While probably not surprising, it’s mileage, it is safe to assume that
important to recognize the technology by 2030 the share of autonomous
factor amongst millennial buyers: driving may rise to as much as 40%. 2
92% of the demographic own
smartphones. This is incredibly
important to note because it modifies
how, where, and why your marketing
spends matter.
1
Source: IHS Automotive Survey 2
Source: PWC, Five trends transforming the automotive industry, 2017-2018
U.S. AUTOMOTIVE FOOTFALL REPORT Q4 2018 446%
Amount of shoppers
that use multiple
devices for research
6 / 10
59% Of car buyers
spend time doing
online research shoppers are undecided
on a specific vehicle when
they enter a dealership
THE TOP FIVE ACTIVITIES CONDUCTED ONLINE BY CAR SHOPPERS
Researching car prices 71%
Finding actual cars listed for sale 68%
78% Comparing different models 64%
of shoppers use the Finding out what their current car is worth 63%
3rd party sites.
Locating a dealer or getting dealer info 46%
Source: Autotrader
TOTAL FOOTFALL BY REGION
MIDWEST
29%
NORTH EAST
WEST
11%
10%
SOUTH
51%
TOTAL FOOTFALL TOTAL FOOTFALL
OF PREMIUM BRANDS OF ALL OTHER BRANDS MIDWEST
86%
MIDWEST
14%
NORTH WEST
WEST 55% NORTH EAST
45%
41% WEST
59%
SOUTH SOUTH
24% 76%
Source: Freckle Footfall Q4 Report
U.S. AUTOMOTIVE FOOTFALL REPORT Q4 2018 5DEALERSHIP TRAFFIC: DAY OF WEEK
Get The Message?
What matters most to buyers.
FRI SUN
The #1 priority for buyers is price
DEALERSHIP TRAFFIC: TIME OF DAY and reliability. 4 To deliver more
effective messaging to potential
buyers, take this into consideration.
5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11
AM PM NUMBERS OF DEALERSHIP
CONSUMER VISITS
While targeting specific days may not 5+ 36%
always be beneficial, it is worth noting
3-4 27%
that the best day for automotive sales
is Friday. 3 0-2 23%
Likewise, it’s worth noting that the NUMBERS OF DAYS IN
MARKET FOR NEW CAR
worst day to push ad spend is Sunday. 3
60+
DAYS
In conjunction with best and worst
performing days of the week, the 30-60
5-30
DAYS
primetime for sales falls between
DAYS
noon - 4pm3, indicating ad pushes may
be more successful during these hours.
The average consumer is visiting
5+ dealerships before buying. 4
BUYERS LIKE
TO STAY CLOSE It is essential to remember this and
TO HOME
20
MILES
always be cognizant that you are not
the only game in town. Consumers also
OR LESS
research a vehicle they will potentially
buy for 6 months on average. 4
71% will travel under 20 miles from
their home3 when visiting a dealership.
3
Source: Freckle Footfall Q4 Report 4
Source: Killi Q4 Surveys
U.S. AUTOMOTIVE FOOTFALL REPORT Q4 2018 6ADVERTISING MOST MOST IMPORTANT
INFLUENTIAL TO CAR BUYERS FEATURES TO CAR BUYERS
“Performance”, “Looks” 68%
“Performance” 19%
38% “Looks” 5%
4%
2%
“Looks”, “Performance” 3%
15%
ONLINE TV NEWSPAPER RADIO
77%
prefer regular to
hybrid when looking
to buy a new car
MOST IMPORTANT
WHEN BUYING A NEW VEHICLE
ONLY
18%
SAFETY
PRICE RELIABILITY TECHNOLOGY
say promos
drive them into YES MAYBE NO
30% 29% 18% 15% a dealership 18% 37% 45%
Online advertising still ranks as the It is also clear that consumers still
most persuasive way to influence prefer traditional cars to hybrid. 5
buyers. 5 This ties back in with the So, while the market pressures are
information above millennials and their playing to the trends with hybrid
use of smartphones. While advertising technology, the consumer still is not
and researching are top of mind for on the bandwagon fully. Last, but
most buyers, surprisingly, there isn’t certainly not least is promotions.
one specific feature catalyst for While you may feel that not offering
consumers to buy a specific car. And 5
promotions would cause a decline in
while there might not be one specific sales, statistics show that promos
draw, performance and looks will help don’t draw consumers to buy.5
to sway a buyer. Marketers should
spend less time and budget on
pushing individual features and more
time on performance statistics. 5
5
Source: Killi Q4 Surveys
U.S. AUTOMOTIVE FOOTFALL REPORT Q4 2018 7METHODOLOGY DEFINITIONS
• Freckle IoT results are derived from • Proprietary projection models:
our proprietary projection model and Freckle IoT’s intellectual property used
fully opted-in mobile IDs. Using a base to reflect accurate footfall
of 150M devices, Freckle collects
mobile IDs and associates them to our • Persistent mobile location data:
proprietary POI database where Robust and highly dense data derived
dwell-based logic and deduplication from persistent background location
ensures the most comprehensive data via mobile devices’ location and
footfall report in the market. Freckle WIFI signals
IoT’s proprietary projection model is
scientifically developed and • Dwell Logic: Time spent in the same
automatically adjusts to changes in position, area, or stage of a process
population by DMA while removing
biases to capture a true picture of • Mobile IDs: IDFA (Apple), AAID
footfall. (Android)
• Killi results are based on surveys sent • POI: Point of interest
directly to the user base. We sent
surveys to approximately 8,000 Killi
users asking about their automotive
shopping habits — respondents are
paid for their responses regardless of
the answer.
Want to learn how your brand compares to the competition?
Contact Freckle sales today to see how our powerful data can
help propel your business forward: sales@freckleiot.com.
U.S. AUTOMOTIVE FOOTFALL REPORT Q4 2018 8You can also read
