Purchase Journey Car Insurance

Transcriptie

1 Purchase Journey Car Insurance Marcel Buskermolen GfK GfK February

2 Agenda Intro GfK Meet methodieken Mobile voorbeelden Purchase Journey & Search slot 2

3 GfK digital marketing is our thing Over 4,500 digital projects in 24 months, across 29 markets 55+ consumer journey and market behavioural tracking studies across both PC and mobile Full online behavioural tracking of approx. 150,000, across 20+ countries 3

4 Multi client cooperation between Google, Clients & GfK Eerste Journey met Single Source Multi Device gedrag Primeur: delen met de markt van de resultaten Eind Feb vanuit Google Highlight Report beschikbaar voor markt Market experience Market research experience Partners: Auto Verzekeraars Purchase Journey 4

5 Hoe met je gedrag? Purchase Journey de beschrijving & visualisatie van consument en gedrag vanaf de aanvang van oriëntatie tot en met de aanschaf 5

6 GfK Crossmedia Link Panel: single source passief media meten Passief meten media & gedrag door: Browser software Soundmatching TV Mobile Apps 6

7 Top-20 apps o.b.v. bestede tijd (uren/maand 2014) smartphone tablet Hay Day WhatsApp Facebook HTC Sense Candy Crush Wordfeud Wordfeud FREE Candy Crush Saga WordOn HD Tinder Pet Rescue Saga Farm Heroes Saga 2048 Puzzle Ruzzle Solitaire AD.nl De Telegraaf Mail Dumpert Twitter Hay Day Wordfeud FREE Wordfeud Clash of Clans Candy Crush Saga Candy Crush Farm Heroes Saga Farm Heroes Pet Rescue Saga Facebook WordOn HD Ruzzle Pet Rescue Google Bubble Witch Saga 2 Mail Solitaire Aldiko Jelly Splash 5,7 5,2 5,2 4,8 4,5 4,5 4,0 4,0 3,8 3,8 3,7 3,7 2,9 2,5 2,5 2,4 1,7 1,6 1,4 11, Gem. aantal keer apps* gebruikt per maand 7

8 GfK GXL / GfK DAM Voorbeeld toegevoegd multi device bereik via smartphone & tablet, % 55% 75% 44% 63% 17% 43% 38% 55% 20% 32% 23% 20% 19% 19% 31% 19% 32% 19% 25% 44% 25% 25% 6% 6% 17% 55% 23% 44% 25% 11% 17% 11% 33% 16% 9% 24% Phone/tablet Desktop and phone/tablet Desktop 8

9 What is a Purchase Journey? Purchase Journey de beschrijving & visualisatie van consument en gedrag vanaf de aanvang van oriëntatie tot en met de aanschaf 9

10 Average journey all researchers Search Bank website Direct Writer website Clickstream All researchers Broker website Broker company website Retailer website Finished in 37 days Comparator website actions Read Quotes 79 minutes Discuss with family / friends Call financial advisor Call Insurance company TV Program 10

11 Purchase Journey Auto verzekeringen: All buyers 40% % About 40% of the buyers did not know they were going to close a new car insurance 6 months before purchase. They consider 1.9 times more brands than they expect upfront. 74% of the buyers, closed the insurance at another brand than their claimed preference brand 11

12 Veranderende markt: 12

13 Purchase Journey 2015 inzichten Purchase Journey Car Insurance 2015 Inzichten 13

14 Purchase Journey Auto verzekeringen: Hoeveel gebruik van welk device in research proces? Devices used in research 73,5% Used Desktop/ Laptop device 94,4% Used online 13% 9,6% 2% 54,6% 18% 9,6% 0% 0,2% 9,1% 0,5% 10,8% 20,6% Used tablet 19,9% Used smartphone 1 out of 5 buying households used multiple-devices in their research, Desktop/Laptop only online 5,6% research is most common still (54,6%), Offline only is smallest 14

15 Serach by users of a smartphone in journey for Car Insurance* (*underestimated due to not measuring the Android search app) Google Search usage on smartphone Number of search queries per type on smartphone 28% Yes No Generic 1.4 Comparator 0.7 Insurance company 0.2 Generic + Comparator (Hybrid 1) 0.0 Generic + Insurance company (Hybrid 2) 0.5 Comparator + Insurance company (Hybrid 3) % Generic + Comparator + Insurance comp (Hybrid 4) 0.0 Unknown 0.0 Total search queries

16 Purchase Journey Auto verzekeringen Device gebruik/dag All Online research actions per device per day of the week 25% 20% 15% 17% 15% 14% 16% 14% 13% Total Desk-/Laptop 10% 10% Smartphone 5% Tablet 0% Monday Tuesday Wednesday Thursday Friday Saturday Sunday 16

17 Autoverzekering most common search term. Most used search terms Total: autoverzekering anwb centraal beheer vergelijken independer goedkoop ohra Allsecur promovendum Bonus malus berekenen Inshared Allrisk Ditzo fbto 7% 7% 6% 6% 5% 4% 4% 3% 3% 3% 3% 3% 3% 3% 40% 17

18 vergelijken gebruikt door Medium & Zware Researchers Most used search terms Light Medium Heavy Researchers Light researcher Medium researcher Heavy researcher autoverzekering 23% autoverzekering 41% autoverzekering 48% anwb 11% goedkoop 10% vergelijken 12% centraal beheer 9% student 10% Allsecur 9% berekenen 6% anwb 7% independer 9% Allrisk 4% promovendum 6% ohra 9% Consumentenbond 4% centraal beheer 5% centraal beheer 8% ohra 4% independer 5% Inshared 8% unive 3% berekenen 5% Asr 6% promovendum 3% bonus malus 4% anwb 6% beperkt 2% vergelijken 4% Allrisk 5% 18

19 Generic search terms lead more to comparator websites than to direct writers. Comparison in search also leads to Direct Writers Websites types visited after using search 2015 Bank Direct Writer Broker Broker company 100% 80% 60% 40% 20% Retailer Comparator Search 0% 17% 42% 62% 4% 11% 13% 2% 3% 64% 2% 9% 3% 35% 24% 3% 7% Generic Comparison Insurance company (n=123) 100% 80% 60% 40% 20% 0% 46% 10% 27% 91% 7% 12% 64% Generic Comparator Insurance company Bank Direct writer Broker Broker company Retailer Comparator Search

20 Average journey heavy researchers Search Direct Writer website Broker company website Retailer website Comparator website Read brochures Clickstream Heavy researchers Finished in 69 days Read Quotes actions Discuss with family / friends Call financial advisor minutes Call insurance company TV Program Appointment financial advisor 20 2

21 Purchase Journey Auto verzekeringen: Visualisatie n=1 echte Heavy Researcher Activity Website Google search Offline research Type website Bank Direct Writer Broker Broker company Retailer Comparator Sessions in this square are all done by smartphone Allsecur.nl Geld.nl promovendum autoverzekering w a verzekering zitmaairh en m kortingscode Searchterm unknown Independer.nl Ohra.nl Consumentenbond.nl Centraalbeheer.nl Independer.nl Inshared.nl Ohra.nl Consumentenbond.nl Ditzo.nl Searchterm unknown schadevrijemaanden Consumentenbond.nl Independer.nl Day Ohra.nl Ohra.nl promovendum autoverzekering Reading magazines, leaflets and newspapers Ohra.nl premie rialto Ditzo.nl promovendum Watching/listening programs on radio/tv Ohra.nl Promovendum.nl Promovendum.nl Hoyhoy.nl 31 Research actions 114 minutes 61 days 11 different websites / 21 total website visits Bought online at Ohra 21

22 Tot slot: > > > > Meten inhoud apps op mobiele devices nog beperkt Search gebruik is beter te duiden met een segmentatie of socio demo s Complexe producten, zoals een verzekering, zijn niet per defintie erg geschikt om per smartphone te bestuderen of online af te sluiten Komend jaar meer inzichten op Smartphone gebruik: Purchase Journeys voor vakanties, zorg verzekringen, mobiele abonnementen, schoenen etc > Consumenten plegen meer acties dan 2 jaar geleden: research neemt toe 22

23 Vragen? Contact Marcel Buskermolen Digital Market Intelligence Lead Marcel.Buskermolen@GfK.com 23