As a result of massive internet penetration in India, the number of digitally influenced Indian car buyers has increased from 75% in 2016 to 89% in 2017, according to a recent report by Google India and Kantar TNS.
The report titled “The Drive to Decide” further states that 96% of users are searching online, 80% are watching online videos and 88% of them prefer to research on their smartphones about the car they plan to buy.
In terms of the information being sought, the report shows that 41% are vehicle safety tests; 41% showcase the technology and features of the car; 38% are on performance and 33% of them are customer reviews.
Vikas Agnihotri, industry director, Google India, said: “Online video has emerged as the biggest disrupter for the four-wheeler industry in India. Indian smartphone users watching online video every month, auto content itself has witnessed an astounding 225% year-on-year watch time growth. From an advertiser perspective, what makes this trend even more relevant is that car manufacturers can now measure the exact impact that online is having on offline sales, and we believe that is a real game changer.”
Gabri Herrmann, Kantar TNS said: “The modern auto shopper walks into the dealership armed with a staggering array of information. Delivering on research needs and inspiring the consumer is critical -- brands that succeed in this will win the sale."