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How Motorists Use the Internet: Insight and Recommendations

How Motorists Use the Internet: Insight and Recommendations


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Executive Summary

Online shopping has become commonplace, but although there are online stores that serve the needs of the motorist, the online channel has not displaced the traditional garage or dealership as it has the traditional high street retailer. This report examines how motorists use the Internet, providing aftermarket distribution channels with a clear understanding of how to develop the online channel.

Synopsis

In the leading five markets in Europe - Germany, the UK, France, Italy and Spain - only around 35% of respondents use the Internet for vehicle-related purposes, the lowest of any country covered in Verdict's Motorist Survey. This lack of motorist knowledge is a major barrier to the expansion of pure online channels in these countries.

Eastern Europe - including Russia, Lithuania and Poland - has the highest proportion of motorists using the Internet for vehicle-related purposes and there is an opportunity for online retailers to capture market share. An older vehicle parc and a high level of DIY part replacement means the online channel has considerable room to grow here.

Chinese motorists use the Internet extensively to research product life and vehicle maintenance. With many vehicle owners set to exit their warranties, vehicle manufacturer networks will struggle to retain business, but garages and parts stores have a significant opportunity to expand their share of the Chinese market.

Reasons To Buy

Understand how and where motorists use the online channel.

Find out which markets are most and least likely to use the Internet for vehicle-related purposes.

See what types of components motorists typically use the online channel to purchase.

Your key questions answered

Which markets demonstrate the most use of the online channel and which have the most potential to develop market share?

What components do motorists buy online and how do they fit them?

What opportunities exist for all channels to maximise the potential of the online channel?

1 Overview

2 Online Usage

2.1 Summary

2.2 Online opportunities

2.3 Chinese motorists use the Internet extensively for vehicle-related purposes

2.4 Growth opportunities for Chinese garages and parts stores and online retailers

2.5 Indian motorists purchase online but are less inclined to research components online

2.6 Eastern Europe has the highest proportion of motorists using the Internet for vehicle-related purposes

2.7 Enabling garages and vehicle manufacturer networks to compete effectively

2.8 Internet use for vehicle-related purposes in the leading five markets remains low

3 Using the Internet for Vehicle-Related Purchases

3.1 Buying vehicle components online

3.2 Component price remains a key driver of online purchasing behaviour

3.3 Using the Internet to research when components should be replaced

4 Recommendations

4.1 Channel recommendations

5 Methodology

6 Appendix

6.1 About Verdict Retail

6.2 Disclaimer

Figure 1: Components more likely to be purchased online and offline

Figure 2: Potential growth in the online automotive market (%)

Figure 3: Purchasing behaviours for high value components in the BRIC nations

Figure 4: Purchasing behaviours for high value components in the leading five European nations

Figure 5: An example of a mobile fitting company active in the UK

Figure 6: Respondents who use the Internet for vehicle-related purposes (%)

Figure 7: Respondents who purchase vehicle components online (%)

Figure 8: Respondents who research providers of lowest price service online (%)

Figure 9: Respondents who research replacement rates online (%)

Figure 10: Respondents who research maintenance advice and guidance online (%)

Figure 11: Internet usage and purchasing vehicle components online

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Insight Report,Retail,Automotive, Online,Verdict Retail


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