Almost 90 percent of India's car buying has a "digital influence" as a majority of buyers research online and watch videos before making the purchase, a report by Google India-Kantar TNS today said. This is higher compared to trends in 2016 when the number stood at about 75 percent, the report titled 'The Drive to Decide' said. The report said these auto shoppers exhibited three key digital behaviours – 96 percent said they searched online, 80 percent said they watched online videos and 88 percent said they prefer to research on their smartphones.
"Online video has emerged as the biggest disrupter for the four-wheeler industry in India... auto content (on YouTube) itself has witnessed an astounding 225 percent year-on-year watch time growth," Google India Industry Director Vikas Agnihotri said.
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 that is a real game-changer, he added.
The report said 41 percent of the videos watched were vehicle safety tests; 41 percent showcased the technology and features of the car, 38 percent were about performance and 33 percent were customer reviews.
Gabri Herrmann from 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," he added. The research covered over 13,800 respondents from 27 markets.