Automobile manufacturers might notice that their Websites are seeing a lot of traffic from Chinese consumers these days. In the Cars Online study from Capgemini, 78% of Chinese car purchasers use the Web to research vehicles, compared with the overall global consumer average of 61%. Nearly nine out of 10 of these web users in China are visiting both manufacturer and third-party sites. But the process doesn't end there since 79% of Chinese consumers say they are likely to purchase a vehicle because of a manufacturer's Website features, compared with the overall global consumer average of 65%.
"These findings point to the importance of integrating the Web even further into marketing strategies targeting the China region," says Nick Gill, global automotive leader, Capgemini.
While brand and dealer loyalty play an important part in the decision to purchase a car in many markets, that is not the case in China as most consumers are first-time buyers. It's price they are interested in -- 98% of the Chinese consumers named price as the single most important factor in their buying decision, while 83% of U. S. consumers named price.
"Although automotive companies in China may face many of the same issues as their counterparts in Europe and North America -- including competition and overcapacity -- consumer buying patterns are quite different from those in more mature markets," says Mary Chong, vice president and automotive sector leader, Capgemini China. "Without an accurate understanding of consumer behavior, companies will find it difficult to succeed in this market."
For a copy of the full study visit: http://www.us.capgemini.com/carsonline
