DEAL ER DATAVI EW. Digital Marketing Index. June 2017

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1 DEAL ER DATAVI EW Digital Marketing Index June 2017

2 DATA DRIVES STRATEGY. Dealer DataView is a monthly automotive digital marketing index, based on Dealer.com s leading proprietary data, research and analytics. The purpose of this index is to deliver the most up-to-date data, relevant metrics and accurate insight, leading to more informed business decisions and effective marketing strategies. Dealer DataView: Digital Marketing Index 2

3 MONTHLY SUMMARY WEBSITE VISITS VDP VIEWS COST PER CLICK 6,827 5,753 $3.33 LAST APRIL PREVIOUS MONTH LAST APRIL PREVIOUS MONTH LAST APRIL PREVIOUS MONTH 6,596 6,846 5,549 5,537 $3.12 $ % YoY 0% MoM +4% YoY +4% MoM +7% YoY +1% MoM Dealer DataView: Digital Marketing Index 3

4 MONTHLY ANALYSIS Overall retail sales including both new and used were up 3% in May, helping push retail sales into positive territory for the year (+0.1%). Consumer demand remains strong, and competition continues to drive incentives spending, which is up 11% year-over-year. The SAAR for May 2017 was down 3% at 16.7 million units compared to last May at 17.2 million. May marks the third consecutive month that the SAAR came in below the coveted 17 million mark. The previous 8 months were at or above 17 million.* Sales of light trucks saw a 6% year over year increase but failed to offset the -9.3% decrease for passenger cars. May new car sales volume slipped 0.5% year-over-year, despite one extra selling day. New vehicle sales year-to-date are down 2%. *Source: Dealer DataView: Digital Marketing Index 4

5 WEBSITE VISITS MOBILE 55% -1% MoM +5% YoY +1% 45% MoM -5% YoY SMARTPHONE TABLET 87% 13% -1% MoM +5% YoY 0% MoM -1% YoY Visits per Dealership Although month-over-month changes in visits per dealership were stagnant, they increased 3.5% year-over-year, indicating an upward shift in online demand for May. Based on trends, we expect either a slight decrease or no change in per dealership visits in June. Visits by device Although the majority of visits to dealer websites continue to come from mobile devices, for the first time since November 2016 the mobile segment percent of total visits decreased slightly from 56% to 55%. Dealer DataView: Digital Marketing Index 5

6 VEHICLE DETAIL PAGE VIEWS NEW USED MOBILE 44% 56% 55% 45% +1% MoM +1% YoY -1% MoM -1% YoY -1% MoM +3% YoY +1% MoM -3% YoY TRUCK SUV SEDAN COUPE OTHER 19% 36% 25% 6% 14% 0% MoM +2% YoY +1% MoM +3% YoY 0% MoM -2% YoY 0% MoM 0% YoY 0% MoM -3% YoY VDP Views per dealership May VDP views per dealership increased across the board, reporting a 4% monthover-month rise, along with a year-over-year increase. Based on trends, we expect a slight decrease in VDP views per dealership in June. VDP Views per vehicle type New vehicles recovered 1% of total VDP views per vehicle type from the Used segment, bringing percent of total VDP views to 43%. However, Used vehicles continue to be in demand and are still receiving the majority of VDP Views. VDP Views per body style Truck demand continues to increase at the expense of car demand. Car sales fell 10% compared to last year with all car body styles reporting sliding sales. Light trucks in comparison grew 6% year-over-year. Dealer DataView: Digital Marketing Index 6

7 COST PER CLICK $ % MoM +7% YoY May s 1% month-over-month increase in search advertising cost per click, makes this the fourth consecutive month of rising rates. Incentives are up 11% year-over-year, and have increased by 2% since April, keeping the paid per search ad space competitive, leading to higher ad costs. Dealer DataView: Digital Marketing Index 7

8 REGIONAL TRAFFIC TRENDS Pacific West North Central East North Central South Atlantic New England Mountain West South Central East South Central Mid-Atlantic Dealer DataView: Digital Marketing Index 8

9 PACIFIC REGION Alaska, California, Hawaii, Oregon, Washington WEBSITE VISITS VDP VIEWS COST PER CLICK MOBILE MOBILE 55% 56% 44% $3.25-1% MoM +7% YoY -1% MoM +4% YoY +1% MoM -4% YoY +1% MoM +8% YoY NEW USED 45% 52% 48% +1% MoM -7% YoY +1% MoM +2% YoY -1% MoM -2% YoY Dealer DataView: Digital Marketing Index 9

10 MOUNTAIN REGION Arizona, Colorado, Idaho, Montana, Nevada, New Mexico, Utah, Wyoming WEBSITE VISITS VDP VIEWS COST PER CLICK MOBILE MOBILE 57% 54% 46% $3.34 0% MoM +8% YoY -1% MoM +6% YoY +1% MoM -6% YoY +1% MoM +2% YoY NEW USED 43% 49% 51% 0% MoM -8% YoY +1% MoM +3% YoY -1% MoM -3% YoY Dealer DataView: Digital Marketing Index 10

11 WEST NORTH CENTRAL REGION Iowa, Kansas, Minnesota, Missouri, Nebraska, North Dakota, South Dakota WEBSITE VISITS VDP VIEWS COST PER CLICK MOBILE MOBILE 53% 54% 46% $3.09-1% MoM +4% YoY -1% MoM +2% YoY +1% MoM -2% YoY +4% MoM +2% YoY NEW USED 47% 38% 62% +1% MoM -4% YoY +1% MoM 0% YoY -1% MoM 0% YoY Dealer DataView: Digital Marketing Index 11

12 WEST SOUTH CENTRAL REGION Arkansas, Louisiana, Oklahoma, Texas WEBSITE VISITS VDP VIEWS COST PER CLICK MOBILE MOBILE 59% 60% 40% $3.15-1% MoM +4% YoY -1% MoM +2% YoY +1% MoM -2% YoY +2% MoM +5% YoY NEW USED 41% 46% 54% +1% MoM -4% YoY +1% MoM +1% YoY -1% MoM -1% YoY Dealer DataView: Digital Marketing Index 12

13 EAST NORTH CENTRAL REGION Illinois, Indiana, Michigan, Ohio, Wisconsin WEBSITE VISITS VDP VIEWS COST PER CLICK MOBILE MOBILE 54% 57% 43% $3.55-1% MoM +6% YoY -1% MoM +4% YoY +1% MoM -4% YoY +1% MoM +5% YoY NEW USED 46% 42% 58% +1% MoM -6% YoY +1% MoM +1% YoY -1% MoM -1% YoY Dealer DataView: Digital Marketing Index 13

14 EAST SOUTH CENTRAL REGION Alabama, Kentucky, Mississippi, Tennessee WEBSITE VISITS VDP VIEWS COST PER CLICK MOBILE MOBILE 59% 61% 39% $2.91-1% MoM +3% YoY -1% MoM 0% YoY +1% MoM 0% YoY +3% MoM +6% YoY NEW USED 41% 39% 61% +1% MoM -3% YoY 0% MoM -1% YoY 0% MoM +1% YoY Dealer DataView: Digital Marketing Index 14

15 SOUTH ATLANTIC REGION Delaware, D.C., Florida, Georgia, Maryland, North Carolina, South Carolina, Virginia, West Virginia WEBSITE VISITS VDP VIEWS COST PER CLICK MOBILE MOBILE 53% 53% 47% $3.30-1% MoM +2% YoY -1% MoM -1% YoY +1% MoM +1% YoY +2% MoM +8% YoY NEW USED 47% 45% 55% +1% MoM -2% YoY +1% MoM -1% YoY -1% MoM +1% YoY Dealer DataView: Digital Marketing Index 15

16 MID-ATLANTIC REGION New Jersey, New York, Pennsylvania WEBSITE VISITS VDP VIEWS COST PER CLICK MOBILE MOBILE 57% 54% 46% $3.65-2% MoM +5% YoY +1% MoM +7% YoY -1% MoM -7% YoY +1% MoM +10% YoY NEW USED 43% 39% 61% +2% MoM -5% YoY +2% MoM +1% YoY -2% MoM -1% YoY Dealer DataView: Digital Marketing Index 16

17 NEW ENGLAND REGION Connecticut, Maine, Massachusetts, New Hampshire, Rhode Island, Vermont WEBSITE VISITS VDP VIEWS COST PER CLICK MOBILE MOBILE 52% 53% 47% $3.33 0% MoM +5% YoY -1% MoM +6% YoY +1% MoM -6% YoY -1% MoM +6% YoY NEW USED 48% 38% 62% 0% MoM -5% YoY +1% MoM +2% YoY -1% MoM -1% YoY Dealer DataView: Digital Marketing Index 17

18 DATA DRIVES STRATEGY. Learn even more through Dealer.com s collection of articles, ebooks, case studies and videos, located in the Insights Center. GO Dealer.com Howard Street Burlington, VT Disclaimer: 2017 Dealer.com. All Rights Reserved. This information is presented exclusively for use by Dealer.com clients and professionals and all rights to the material are reserved and cannot be reproduced without prior written permission from Dealer.com.

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