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Insidethe Mindof
the‘Wired’CarBuyer
 Inside  the Mind of 
 the ‘Wired’Car Buyer
 
Contents
Contents
Note: The term ‘Intender’ denotes respondents who are online and intend to purchase a car,including existing online car owners and non-owners.
FOREWORD...............................................................................................2INTRODUCTION.........................................................................................4THE ‘CONNECTED’ CONSUMER..................................................................6Internet: The Big Picture.............................................................................783% of Online Indians are Regular Internet Users.......................................99 out of 10 Regular Online Indians Search for Products on the Net...........10ONLINE IS NOW MAINSTREAM FOR AUTOMOTIVE IN INDIA....................12From ‘In Line’ to ‘Online’..........................................................................13The ‘Connected’ Auto Consumer’s Profile ................................................14DRIVING PURCHASE DECISIONS FROM THE LIVING ROOM.......................16‘Online’ Drives Purchase Intent.................................................................17Internet is the Instinctive Medium of Choice for Pre-Purchase Research........18Car Buyers Rely on Internet as-much-as Friends & Family...........................19In Depth Research on Vehicular Attributes is Conducted Online................21CONSUMERS ARE FUELING AUTOMOTIVE CONTENT ONLINE ..................24Social Channels are Abuzz with Conversations to Share Experiences.........25Rise of Online Communities.....................................................................29THE LAST LAP .........................................................................................31Takeaways for CMOs ...............................................................................33METHODOLOGY......................................................................................35APPENDIX A: Automotive - India’s Sunrise Sector.....................................36ABOUT THE AUTHORS.............................................................................38
 
2
Foreword
It is a well acknowledged fact that the Indianautomobile industry has been a trend-setterfor the Indian economy. It is one of the fewindustries that emerged successfully from therecent economic slowdown. The industrycontinues to witness rising competition withinflux of investments and entry of a numberof foreign players. The consumer today isspoilt for choice, more informed, confidentand largely influenced by the internet.Automotive players are taking note of thischange and experimenting with onlinemarketing with effective use of the digital medium. To increase the fiercelyfought market share, automobile companies are increasing their online adspends and range of digital executions, particularly in the social mediaspace.The time, the age and the domain we exist in, is not just dynamic butevolving at lightning speed. As India is a part of this global phenomenon,Webchutney’s report
“
Inside the Mind of the ‘Wired’ Car Buyer”
is acompelling study that reveals the online behavior of today’s autoconsumers. It is interesting to note how remarkably their decision topurchase a high involvement product like a car, is driven by their attitudeand perception of the online medium.Traditionally, purchasing a car was considered tedious with numerous visitsto car showrooms, comparison of features through brochures, takingopinions from friends, word-of-mouth from peers and finally experiencingthe car through a test drive. The information technology revolution hasempowered consumers to access information relevant to car purchaseeasily. I am amazed at the wide gamut of information available on theautomobile industry online, ranging from car model specifications topricing, finance options, pre-owned cars et al.
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