Jumpstart Releases New Dealer Insights
The latest edition of Jumpstart Automotive Media’s annual Insights Book sheds new light on the evolving car-shopping path.
SAN FRANCISCO — Media, insights and marketing solutions provider Jumpstart Automotive Media has released its seventh annual “Insights Book.” The yearlong analysis examines shopping patterns across Jumpstart’s portfolio of automotive websites and includes more than 25 million in-market shoppers.
Jumpstart’s analysts found that 62% of visitors who entered a dealer website through its homepage viewed a vehicle description page (VDP) within three clicks. Nearly half returned to the homepage to reset search criteria before moving to a VDP to conduct more research. Remarkably, 64% of shoppers who visited a VDP did so by clicking on a list of vehicle rankings.
Libby Murad-Patel, Jumpstart’s vice president of marketing and strategic insights, said the company uses these insights to track how the path to purchase changes in response to new digital pathways and website features.
“We’re paying close attention to how shoppers are moving through the online auto shopping process: how they’re researching on different devices, how content — especially native content — is prompting them to move down the path in different ways, and how we can work with our clients and publishers to create ad experiences that help consumers make vehicle purchase decisions more quickly and efficiently.”
Other notable findings include increased interest in luxury brands (+7%), alternative-fuel vehicles (+13%) and hatchback and wagons (+10%). Trucks (-11%) and sedans (-4%) saw the largest drop-off. Chevrolet (9.7%) and Ford (8.7%) drove the largest share of shopper interest during 2016, while Jaguar (+50%) and Fiat (+45%) saw the largest year-over-year increases.
To download a free copy of Jumpstart’s 2016–’17 Insights Book, click here.
More Showroom
California Sees Quarterly Gains
California’s new-vehicle market saw a boost in hybrids in the third quarter and its first overall quarterly market gain of the year.
Read More →
New-Vehicle Prices Stay Put
Affordability pressures and model availability shaped new-vehicle sales in September, according to an analysis by Kelley Blue Book.
Read More →
EV Buyer Consideration Shifts
What drives American consumers to purchase an electric vehicle is shifting as the question moves away from Should I?' to 'Which features and experience do I want to have?'
Read More →
Year-to-Date Auto Sales Holding Their Own
A forecast through August shows that automakers have shifted strategies to keep deliveries and revenues up despite tariffs and other economic challenges.
Read More →
Slow to Robo
Ten years of polling consumers shows autonomous vehicles’ profiles have risen considerably, but even more people now want at least some level of control if they go that route.
Read More →
Dealers a Little Down
A third-quarter Cox Automotive survey finds them in a mixed mood, bummed by fallen customer traffic but encouraged by better profits, costs and EV interest.
Read More →
European EV Sales Skyrocket
The EV market on the continent held strong in July with almost 25% of new-car sales being fully electric units, a stark contrast to the U.S., where EV sales declined about 42%.
Read More →
Mitsubishi Unveils U.S. Plan
The automaker announced a strategy that includes an expanded lineup and dealership presence, along with more ‘rugged’ and electric models.
Read More →
Used Lots Getting the Business
Many consumers are seeking out the units to save money, and the demand – higher in July than normal – is keeping supply limited and prices up.
Read More →
Used Market Stabilizes
The Carfax Used Car Index noted a major drop in used-vehicle price increases in July after several months of hikes.
Read More →