1. 2015 User Profile Insight Tracking Cox Automotive Report

2. Vehicle Consideration
Objective
The purpose of this research is to monitor visitors to Cox Automotive’s Autotrader and Kelley Blue Book websites and track over time whether site visitors are in-market to buy a vehicle, determine where visitors are in the shopping process, what visitors are shopping for, and profile visitor demographics.
New vs. Used
Frame of Mind
Vehicle Segments
Makes/Models
Price range
Important Features
Source: 2015 Autotrader User Profile
Vehicle Consideration
Shopper Types
Gender
Education
Income
Marital Status
Employment
Purchase
Timeframe
Demographics
Currently in-market
When plan to purchase

3. Methodology
Visitors to the Autotrader and Kelley Blue Book websites were intercepted and invited to participate in an online interview.
In 2014, a total of 7,622 interviews were completed (1,612 Autotrader interviews, 6,010 KBB interviews)
Source: 2015 Autotrader User Profile
In 2015, a total of 7,709 interviews were completed
(2,178 Autotrader interviews,
5,531 KBB interviews)

4. Cox Automotive 2015 vs. 2014

5. Purchase Timeframe

6. Two Months or Less From Purchase
In-Market Visitors
While more Cox Automotive visitors were in-market in 2015, fewer are planning to purchase in the next two months.
In-Market for Vehicle
Purchase Timeframe
59%
2014
65%
2015
67%
2014
63%
2015
Two Months or Less From Purchase
Source: 2015 Autotrader User Profile
Base: Total Respondents (2014 n=7, n=7,709); In-Market (AT)/In-Market & Shopping (KBB) (2014 n=4, n=4,612)
Q.7 Are you currently in-market to purchase or lease a vehicle? Q.8 When do you think you will purchase or lease your next vehicle?
/ Indicates significant difference Y/Y at 95% confidence level

7. Vehicle Consideration

8. Undecided on Make & Model
Frame of Mind
Cox Automotive shoppers are often undecided on the make/model they want to purchase, providing a receptive audience for advertisers to position current offerings.
Undecided on Make & Model
55%
2014
55%
2015
Source: 2015 Autotrader User Profile
Base: Current In-market for a vehicle within the next year and answered question (2014 n=3, n=4,463)
Q9. Which of the following best describes what you have identified about the vehicle for which you are shopping?

9. Vehicle Consideration
New vs Used Intenders
Cox Automotive shoppers are more likely than the general market to be shopping for a used vehicle, and most are open to both CPO and non-CPO vehicles. The percentage of those undecided regarding used vehicle type increased in 2015.
Vehicle Consideration
Open to a
Used Vehicle
85% 2014
85% 2015
Source: 2015 Autotrader User Profile
Open to a
New Vehicle
58% 2014
56% 2015
Primarily
Considering New
30% 2014
29% 2015
Base: Current In-market for a vehicle within the next year (2014 n=3, n=4,503); Open to used vehicle (2014 n=3, n=3,816)
Q.10 Which of the following best describes your mindset regarding the vehicle you are considering? Q.11 Which of the following types of used vehicles are you considering?
*Source: 2015 Cox Automotive Consumer Brand Tracker
/ Indicates significant difference Y/Y at 95% confidence level

10. Vehicle Segment Consideration
Among Cox Automotive shoppers, interest in SUVs and trucks increased significantly, while interest in sedans and hatchbacks slipped between 2014 and 2015.
Average Number
of Segments Considered
1.6
2014
1.6
2015
Base: Current In-market for a vehicle within the next year and answered question (AT 2014 n=3,920, 2015 n=2,366 )
Q.12 Please indicate which body styles of vehicles you are seriously considering for your next vehicle purchase.
/ Indicates significant difference Y/Y at 95% confidence level

11. Average # of styles considered
Vehicle Segment Consideration
Cox Automotive Millennial shoppers are open to more vehicle styles and compared to other age groups, have greater interest in sedans, coupes, and hatchbacks. Older shoppers are more interested in convertibles than are younger shoppers.
2015
Millennial
(n=297) Q
Gen X
(n=324) S
Boomer
(n=1,270) U
Mature
(n=420) W
SUV
42% W
46% UW
39%
35%
Sedan (4-door)
44% SUW
34% W
31% W
26%
Truck
25%
28%
Crossover
19% UW
16%
15%
13%
Coupe (2-door)
25% SUW
12%
11%
Hatchback
18% SUW
10% 8%
Wagon 7%
Minivan 5% 9% 6%
Convertible 4%
8% QS
10% QS
Average # of styles considered
1.9 SUW
1.7 W
1.6 W
1.4
Source: 2015 Autotrader User Profile
Base: Current In-market for a vehicle within the next year and answered question (See table)
Q: 12 Please indicate which types of vehicles you are seriously considering for your next vehicle purchase.
Letters indicate significant differences between generations at the 95% confidence level

12. Most Important Features
While price, reliability, and fuel efficiency are consistently the three most important features to Cox Automotive shoppers year over year, the importance of overall price and fuel efficiency declined in 2015, while the importance of durability increased.
Vehicle Features
2014
2015
Price/Cost
53%
48%
Durability/Reliability
46%
54%
Fuel efficiency
38%
35%
Driving comfort
26%
Driving performance
22%
19%
Safety
23%
All-wheel drive
18%
17%
Brand reputation
14%
Styling/Design
16%
15%
Towing/hauling capacity 9%
10%
Seating capacity 8%
Cargo space 6%
Technology/innovation 7% 5%
Family friendliness 4% 3%
Environment friendliness 2% 1%
Local service -
<1%
Other comments
Higher Importance
Source: 2015 Autotrader User Profile
Lower Importance
Base: Current In-market for a vehicle within the next year (2014 n=3,920, 2015 n=4,503 )
Q14 Which of the following features are most important to you when selecting your next vehicle to purchase?. .
/ Indicates significant difference for Y/Y at 95% confidence level

13. Most Important Features
Younger Cox Automotive shoppers are more price conscious while older shoppers are more interested in driving comfort.
Vehicle Features
Millennial
(Q)
n=481
Gen X
(S)
n=529
Boomer
(U)
n=2,348
Mature
(W)
n=1,090
Price/Cost
58% UW
53% W
48% W
38%
Durability/Reliability
54%
52%
55%
Fuel efficiency
38% S
32%
35%
34%
Driving comfort
13%
16%
25% QS
38% QSU
Driving performance
24% SUW
17%
18%
19%
Safety
23%
21%
26%
All-wheel drive
15%
18% W
Brand reputation
10%
15% Q
16% QU
Styling/Design
14%
Towing/hauling capacity 6%
10% Q
11% QW 7%
Seating capacity
10% W
13% UW
7% W 5%
Cargo space
Technology/innovation 4%
Family friendliness
6% UW
9% UW 2% 1%
Environment friendliness
Local service -
1% W
<1%
Other comments
Higher Importance
Source: 2015 Autotrader User Profile
Lower Importance
Base: Current In-market for a vehicle within the next year (see table)
Q.14 Which of the following features are most important to you when selecting your next vehicle to purchase?.

14. Autotrader 2015 vs Kelley Blue Book 2015

15. Purchase Timeframe

16. Two Months or Less From Purchase
In-Market Visitors
While Autotrader visitors are more likely to be in-market, KBB in-market visitors have a shorter purchase timeframe.
In-Market for Vehicle
Purchase Timeframe
80%
Autotrader
59%
KBB
54%
Autotrader
68%
KBB
Two Months or Less From Purchase
Source: 2015 Autotrader User Profile
Base: Total Respondents (AT n=2,178 KBB n=5,531); In-Market (AT)/In Market & Shopping (KBB) (AT n=1,736 KBB n=2,876)
Q.7 Are you currently in-market to purchase or lease a vehicle? Q.8 When do you think you will purchase or lease your next vehicle?
Indicates significant difference between brands at 95% confidence level

17. Vehicle Consideration

18. Undecided on Make & Model
Frame of Mind
Autotrader shoppers are more focused in their approach to buying a vehicle than are KBB shoppers.
Undecided on Make & Model
51%
Autotrader
57%
KBB
Source: 2015 Autotrader User Profile
Base: Current In-market for a vehicle within the next year and answered question (AT n=1,632 KBB n=2,831)
Q9. Which of the following best describes what you have identified about the vehicle for which you are shopping?
Indicates significant difference between brands at 95% confidence level

19. Vehicle Consideration
New vs Used Intenders
KBB shoppers are more reflective of the general market than AT shoppers in their likelihood to purchase new vs. used vehicles. AT shoppers considering a used vehicle purchase are more likely than KBB shoppers to focus on purchasing a certified used vehicle.
Vehicle Consideration
Open to a
Used Vehicle
97% AT
78% KBB
Source: 2015 Autotrader User Profile
Open to a
New Vehicle
45% AT
63% KBB
Primarily
Considering New
12% AT
39% KBB
2015
Base: Current In-market for a vehicle within the next year (AT n=1,672 KBB n=2,831); Open to used vehicle (AT n=1,617 KBB n=2,199)
Q.10 Which of the following best describes your mindset regarding the vehicle you are considering? Q.11 Which of the following types of used vehicles are you considering?
*Source: 2015 Cox Automotive Consumer Brand Tracker
Indicates significant difference between brands at 95% confidence level

20. Vehicle Segment Consideration
Autotrader shoppers consider a greater variety of vehicles, while KBB shoppers are more focused, and are likely considering an SUV.
Average Number
of Segments Considered
1.7
Autotrader
1.4
KBB
Base: Current In-market for a vehicle within the next year and answered question (AT n=1,672 KBB n=694 )
Q.12 Please indicate which body styles of vehicles you are seriously considering for your next vehicle purchase.
Indicates significant difference between brands at 95% confidence level

21. Most Important Features
While price, reliability, and fuel efficiency are consistently the three most important features to shoppers of both publications, AT shoppers are more price focused, while KBB shoppers place greater importance on reliability and fuel efficiency.
Vehicle Features
Autotrader
KBB
Price/Cost
55%
43%
Durability/Reliability
61%
Fuel efficiency
26%
40%
Driving performance
23%
16%
Driving comfort
22%
28%
All-wheel drive
21%
15%
Styling/Design
11%
Brand reputation
18%
Safety
17%
27%
Towing/hauling capacity
12% 8%
Seating capacity
10% 6%
Cargo space 7%
Technology/innovation 4%
Family friendliness 3%
Environment friendliness 1%
Local service --
Other comments 5%
Higher Importance
Source: 2015 Autotrader User Profile
Lower Importance
Base: Current In-market for a vehicle within the next year (AT n=1,672, 2015 n=2,831 )
Q14 Which of the following features are most important to you when selecting your next vehicle to purchase?
Indicates significant difference between brands at 95% confidence level

22. Payment & Financing

23. Average Purchase Price Intention
Autotrader shoppers are more likely to plan to finance their vehicle purchase although they have a smaller budget than KBB shoppers.
Finance
58%
48%
General Market*
Source: 2015 KBB User Profile
(n=1,672)
(n=2,831)
$21,840
$24,900
$28,205
Base: Current In-market for a vehicle within the next year and answered question (AT n=1,571, KBB n=2,831)
*Q.23: How do you plan to pay for your vehicle? Q.21: How much are you looking to spend on your next vehicle?
*Source: 2014 Cox Automotive Consumer Brand Tracker
Indicates significant difference between brands at 95% confidence level

24. Site Access & Engagement

25. Autotrader and KBB visitors utilize the site differently
While KBB visitors are primarily finding pricing information, Autotrader visitors are interested in searching for a specific vehicle and doing vehicle research.
TOP REASONS FOR VISITING
Source: 2015 KBB User Profile
Unofficial ATC Trend: Search for specific vehicle UP
Top Research Activities
Autotrader
KBB
General research on vehicles (i.e., read articles)
45%
49%
Adding or eliminating vehicles from consideration based on specifications
48%
43%
Check vehicle ratings and reviews
26%
Compare vehicles side by side
38%
33%
Check out the latest car models
12%
11%
Review features/specifications available on specific vehicles
18% -
Other comments 8%
10%
Base: Total respondents (AT n=2,178, KBB n=5,531); Doing research (AT n=1,145, KBB n=1,405)
Q:34 Which of the following describes your reason for visiting the AutoTrader website today? Q.35 What type of research are you doing on this site?
Indicates significant difference between brands at 95% confidence level

26. Method for Landing on Site
KBB visitors are more likely to get to the site by clicking on a link in a search engine, while Autotrader visitors are more likely to have bookmarked the site.
Source: 2015 KBB User Profile
Base: Total Respondents (AT n=2,178, KBB n=5,531)
Q.36 How did you get to the Autotrader website today?
Indicates significant difference between brands at 95% confidence level

27. Site Personalization Frequency of visits Autotrader KBB
Autotrader visitors utilize the site more frequently than KBB visitors and are more likely to be registered members.
Frequency of visits
Source: 2015 KBB User Profile
Unofficial ATC Trend: Registered and intend to register UP, No intention DOWN
Autotrader
KBB
Base: Total Respondents (AT n=1,178, KBB n=5,531 )
Q.33 How many times have you visited the KBB website in the past 30 days? Q37 Are you registered with My KBB to save your cars and searches?
Indicates significant difference between brands at 95% confidence level

28. 1.3 1.6 Devices Used to Access Sites Average Number of Devices Used
Autotrader visitors use a greater number of devices to access the site and are more likely to use a mobile device.
Average Number
of Devices Used
1.6
Autotrader
1.3
KBB
Source: 2015 KBB User Profile
Unofficial ATC Trend: Mobile and Work Computer UP
Millennial age <=34, ATC (n=187), KBB (n=843)
Desktop 90.4, 91.5
Mobile 51.3, 26.5
Work Comp 28.3, 25.3
Tablet 19.3, 15.4
PMP 1.6, 1.4
VC 1.1, 1.3
Other 1.1, 1.1
Base: Total Respondents (AT n=2,178, KBB n=5,531)
Q:38 Which of the following devices have you used to access KBB in the past 30 days?
Indicates significant difference between brands at 95% confidence level

29. Mobile Device Usage
AT mobile visitors are likely to be looking at vehicle prices and photos, while KBB mobile visitors typically look at vehicle prices and check the value of their current vehicle.
80%
74%
Source: 2015 KBB User Profile
Unofficial ATC Trend: Mobile and Work Computer UP
Millennial age <=34, ATC (n=187), KBB (n=843)
Desktop 90.4, 91.5
Mobile 51.3, 26.5
Work Comp 28.3, 25.3
Tablet 19.3, 15.4
PMP 1.6, 1.4
VC 1.1, 1.3
Other 1.1, 1.1
Base: Accessed site on mobile device and answered question (AT n=652, KBB 459)
Q.39 What do you do on the site when accessing on your mobile device?
Indicates significant difference between brands at 95% confidence level

30. Segmentation and Demographics

31. Shopper Types
KBB visitors are both more confident and more cautious than Autotrader visitors, who tend to be more enthusiastic.
Source: 2015 KBB User Profile
2012 ATC
Cautious 18%
Enthusiastic 22%
Confident 26%
Discerning 7%
Averse 11%
Pragmatic 17%
General Market
Autotrader
KBB
Base: Those who answered segmentation questions (AT n=878; KBB n=5,531)
Indicates significant difference between brands at 95% confidence level

32. Demographics Income 2015 Ethnicity 2015 Age 2015 Female 19% 25% MaleAT
(n=1822)
KBB
(n=4332)
$25,000 or Less 9% 8%
$25,000-$34,999
$35,000-$49,999
10%
12%
$50,000 - $74,999
20%
21%
$75,000-$99,999
17%
18%
$100,000 – 149,999
19%
$150,000 - $199,999 7%
$200,000 - $249,999 3%
$250,000 or More 6% 5% AT
(n=791)
KBB
(n=4882)
Caucasian/White Non-Hispanic
79%
85%
African-American/Black 8% 4%
Hispanic or Latino 5%
Asian American/Asian/Pacific Islander 3% 2%
Other 6%
Source: 2015 Autotrader User Profile
Age 2015 AT
(n=2071)
KBB
(n=5531)
18 – 34 Millennials
14% 8%
34 – 44 Gen X
15% 9%
45 – 64 Boomer
54%
49%
65+ Mature
17%
34%
Female
19%
25%
Male
81%
75%
AT n=2101
KBB n=5298
Base: See Table
Q.46 What is your gender? Q.47 What is your age? Q.48 What is the approximate total PRE-TAX ANNUAL INCOME of your household, including salaries, bonuses, and other sources? Q.49 Which of the following best describes your ethnic origin?

33. Executive Summary Shopping Behavior
2015 brought a greater percentage of in-market visitors to Cox Automotive sites. These shoppers are accessing the site earlier in the purchase process than in Autotrader visitors are more likely than KBB visitors to be in market, but KBB shoppers have a shorter purchase timeframe in mind during their visit.
While a majority of both Autotrader and KBB shoppers are undecided on the vehicle make/model they will purchase, Autotrader shoppers are more likely than KBB shoppers to have narrowed their focus to a specific vehicle. Millennials shopping the Cox Automotive sites have greater interest in sedans, coupes, and hatchbacks than do older shoppers.
A strong majority of visitors to both Cox Automotive sites are open to purchasing a used vehicle. However, among those interested in a used vehicle, the percentage focused on a certified used vehicle slipped in Interest in a used vehicle is greater among AT shoppers than among KBB shoppers.
Potentially driven by falling gas prices, interest in sedans and hatchbacks declined among Cox Automotive visitors in 2015, while interest in SUVs and trucks increased, particularly among Autotrader shoppers.
Although price and fuel efficiency were still a priority in 2015, Cox Automotive shoppers placed less emphasis on these attributes and greater importance on vehicle reliability. Autotrader shoppers are more focused on vehicle price while KBB shoppers are more interested in fuel efficiency and vehicle reliability. Driving performance is a greater priority to Millennials while driving comfort is more important to Mature shoppers.
Autotrader shoppers are more likely to plan to finance in spite of having a smaller budget than KBB shoppers.
Source: 2015 Autotrader User Profile

34. Executive Summary Site Access & Engagement
Site utilization differs significantly between visitors to the two Cox Automotive sites. KBB visitors typically use the site to find pricing of their current vehicle, while Autotrader visitors are more focused on vehicle purchase information, including searching for a specific vehicle.
Typing in the URL is the most common method for accessing both sites. However, KBB visitors are more likely to click a link from a search engine and Autotrader visitors are more likely to bookmark the site.
Autotrader visitors access the site more frequently than KBB visitors and are more likely to create a profile (i.e. My Autotrader, My KBB).
Autotrader visitors use more devices to access the site and are more likely to use a mobile device. Visitation on a mobile device is reflective of overall visitation, with Autotrader mobile visitors focusing on vehicle purchase information and KBB visitors checking the value of their current vehicle.
Source: 2015 Autotrader User Profile