In Brazil, What Happens While Car Shopping Ends up on Social - eMarketer
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In Brazil, What Happens While Car Shopping Ends up on Social

Nearly half of new-vehicle shoppers in the country would buy online

July 8, 2014 | Social Media | Automotive

Interest in purchasing a vehicle online is rising, especially in growth markets, according to March 2014 polling by Capgemini, which looked at consumers worldwide who were in the market for a new vehicle.

Likelihood that Car Shoppers in Select Countries Will Purchase a Vehicle Online, March 2014 (% of respondents in each group)

One such country was Brazil, where nearly half of the 1,068 new-vehicle shoppers studied said they would be likely or very likely to purchase a vehicle online. While this trailed many other countries included in the survey, it still indicates that online automotive purchases in Brazil are close to becoming a majority activity, presenting new opportunities for dealers.

Though the country may lag slightly when it comes to digital purchases, it dominates in other online areas during the car shopping process—specifically, social media.

Likelihood that Car Shoppers Worldwide Will Post About Their Vehicle Experiences on Social Media, by Country, March 2014 (% of respondents in each group)

Capgemini found that new-vehicle shoppers in Brazil were very likely to post about their vehicle experiences on social media, with 84% either already sharing opinions and information or intending to do so. In addition, just 16% of respondents from Brazil weren’t interested in posting about car shopping. Interestingly, respondents from more developed countries such as the US and the UK showed little interest in using social media during the auto-buying process.

eMarketer calculations based on data released in February 2014 by IBOPE Media found that auto resales and dealerships were the No. 6 product/category in terms of ad spending in Brazil, with BRL2.64 billion (more than $1.22 billion) invested in such ads last year. Automaker retail came in at a very close No. 7, seeing BRL2.63 billion (nearly $1.22 billion) in ad spending last year. As more of Brazil’s car shoppers take to digital channels during the process, it’s likely that a larger share of ad expenditures on these products/categories will go toward online efforts.

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