1. 2015 User Profile Insight Tracking KBB Report
Source: 2016 [Study Name] provided by Kelley Blue Book

2. Objective Vehicle Site Access & Consideration Engagement Demographics
The purpose of this research is to monitor visitors to the Kelley Blue Book core website to track over time whether they are in-market to buy a vehicle, determine where they are in the shopping process, what they’re shopping for, and their demographics.
Number of visits/month
Reasons for visit
How first learn of site
How got to site
Device used to access site
Mobile app
New vs. Used
Frame of Mind
Vehicle Segments
Makes/Models
Price range
Important Features
Source: 2015 KBB User Profile
Vehicle
Consideration
Site Access &
Engagement
Shopper Types
Gender
Education
Income
Marital Status
Employment
Currently
in-market
When plan to purchase
Purchase
Timeframe
Demographics

3. Methodology
Visitors to KBB.com are intercepted and invited to participate in an online interview.
In 2014, a total of 6,010 interviews were completed
In 2015, a total of 5,531 interviews were completed
Source: 2015 KBB User Profile

4. Purchase Timeframe

5. Two Months or Less From Purchase Currently Shopping for Vehicle
In-Market Visitors
In 2015 KBB experienced an increase in In-Market shoppers.
In-Market for Vehicle
Purchase Timeframe
53%
2014
59%
2015
70%
2014
68%
2015
Two Months or Less From Purchase
Currently Shopping for Vehicle
Source: 2015 KBB User Profile
48%
2014
56%
2015
Base: Total Respondents (2014 n=6, n=5,531); (Note: 2014 base for Currently Shopping is n=2,920 due to qualification changes in the questionnaire); In-Market and Shopping (2014 n=2, n=2,876)
Q.3InMkt: Are you currently in-market to purchase or lease a vehicle? Q.7: Are you currently shopping for a vehicle?
Q.8: When do you think you will purchase or lease this vehicle?
/ Indicates significant difference Y/Y at 95% confidence level

6. Vehicle Consideration

7. Undecided on Make & Model
Frame of Mind
A majority of KBB shoppers are undecided about the make/model they want to purchase, providing advertisers with an opportunity to compete for shoppers.
Undecided on Make & Model
55%
57%
Source: 2015 KBB User Profile
Unofficial ATC Trend: Not certain down, Know exact vehicle up
Base: Current In-market for a vehicle within the next year (2014 n=2, n=2,831)
Q.9 Which of the following best describes what you have identified about the vehicle for which you are shopping?
/ Indicates significant difference Y/Y at 95% confidence level

8. Vehicle Consideration
New vs Used Intenders
KBB.com shoppers are reflective of the market with regard to their interest in new versus used vehicles.
They are open to both CPO and non-CPO vehicles.
Vehicle Consideration
Open to a
Used Vehicle
79% 2014
78% 2015
Open to a
New Vehicle
Source: 2015 KBB User Profile
64% 2014
63% 2015
Primarily
Considering New
Unofficial ATC Trend: Used lean down, Used Only up
38% 2014
39% 2015
KBB
Base: Current In-market for a vehicle within the next year (2014 n=2, n=2,831); Open to used vehicle (2014 n=2, 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 Y/Y at 95% confidence level

9. Vehicle Segment Consideration
KBB shoppers were more focused in their consideration set for body styles in 2015 and were more interested in SUVs, trucks, and crossovers than in 2014.
Average Number
of Segments Considered
2014
1.6
2015
1.4
Base: Current In-market for a vehicle within the next year (KBB 2014 n=2645, 2015 n=2831 )
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

10. Average # of styles considered
Vehicle Segment Consideration
Millennial shoppers are open to more vehicle styles, and compared to other age groups, have greater interest in sedans, coupes, and hatchbacks.
2015
Millennial E
Gen X F
Boomer G
Mature H
SUV
40%
49%
47% H
37%
Sedan (4-door)
39% GH
32%
21%
25%
Truck
24%
14%
30% F
27% F
Crossover
23%
16%
17%
Coupe (2-door)
21% GH
12% 6% 7%
Hatchback
15% GH 8% 5%
Wagon 3% 4%
Minivan 9%
Convertible - 2%
Average # of styles considered
1.8 FGH
1.5
1.4
1.3
Source: 2015 KBB User Profile
Unofficial ATC Trend: SUV/CUV Up, Coupe Convertible Up, Hatchback Up
Base: In-market for a vehicle within the year and answered the 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

11. Most Important Features
In 2015 KBB shoppers shifted their focus from price to reliability, and hold a highly pragmatic feature focus overall.
Vehicle Features
2014
2015
Price/Cost
54%
43%
Durability/Reliability
46%
61%
Fuel efficiency
41%
40%
Driving comfort
27%
28%
Safety
24%
Driving performance
21%
16%
All-wheel drive
18%
15%
Brand reputation
11%
Styling/Design
14%
Towing/hauling capacity 8%
Seating capacity 6%
Cargo space
Technology/innovation 4%
Family friendliness 3%
Environmental friendliness 2% 1%
Other comments
Higher Importance
Durability/Reliability moves to top rated feature in 2015
Source: 2015 KBB User Profile
Unofficial ATC Trend: Durability, Driving Performance, Comfort, Style, Safety, AWD, Seating Capacity, Cargo, & Family friendliness all UP, Fuel Efficiency DOWN
Lower Importance
Base: Current In-market for a vehicle within the next year (KBB 2014 n=2645, 2015 n=2831 )
Q14: Which of the following features are most important to you when selecting your next vehicle to purchase? Please select your top 3 features. .
/ Indicates significant difference for Y/Y at 95% confidence level

12. Payment & Financing

13. Average Purchase Price Intention
Planned financing increased in 2015 among KBB shoppers, driven by dealership financing. The average KBB shopper budget decreased modestly at 2% year over year, compared to an 8% decrease in the general market.
Total Shoppers
New Only Shoppers
Open to Used Shoppers
2014
(n=2645)
2015
(n=2831)
(n=540)
(n=632)
(n=2105)
(n=2199)
$25,380
$24,900
(-2%)
$34,640
$35,110
(+1%)
$22,960
$21,950
(-4%)
$30,590
$28,205
(-8%)
$36,516
$34,169
(-6%)
$24,869
$25,081
Finance
45% 2014
48% 2015
Source: 2015 KBB User Profile
General Market*
Base: Current In-market AND currently shopping (KBB 2014 n=2645, 2015 n=2831)
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 Y/Y at 95% confidence level

14. Site Access & Engagement

15. KBB visitors are highly focused on pricing resources in 2015
Fewer KBB visitors are visiting specifically for trade-in values.
TOP REASONS FOR VISITING KBB
Source: 2015 KBB User Profile
Unofficial ATC Trend: Search for specific vehicle UP
Top Research Activities
2014
2015
General research on vehicles (i.e., read articles)
50%
49%
Adding or eliminating vehicles from consideration based on specifications
34%
43%
Check vehicle ratings and reviews
39%
45%
Compare vehicles side by side
33%
Check out the latest car models 8%
11%
Other comments
12%
10%
Base: Total respondents (2014 n=2645, 2015 n=2831); Doing research (2014 n=1619, 2015 n=1405)
Q:34 Which of the following describes your reason for visiting the KBB website today? Q.35 What type of research are you doing on this site?
Note: Responses greater than 5% are shown.
/ Indicates significant difference Y/Y at 95% confidence level

16. / Indicates significant difference Y/Y at 95% confidence level
Method for Landing on Site
Although visitors primarily get to the KBB site by typing the URL in their address bar, they are also clicking a link from a search engine, or typing in KBB or a similar phrase.
Source: 2015 KBB User Profile
Unofficial ATC Trend: Typed URL and Bookmarks UP, Link from search engine, link from another site, and link ed by friend DOWN
Base: Total Respondents (2014 n=2,178 total, 295 1st time; 2015 n=2,178 total, 295 1st time;)
Q.36 How did you get to the KBB website today?
/ Indicates significant difference Y/Y at 95% confidence level

17. Link from search results top method for 1st Time Visitors
Method for Landing on Site
First time visitors are most likely to get to the KBB site via a link from a search result.
Link from search results top method for 1st Time Visitors
Source: 2015 KBB User Profile
Unofficial ATC Trend: Typed URL and Bookmarks UP, Link from search engine, link from another site, and link ed by friend DOWN
Base: Total Respondents (2014 n=2,178 total, 295 1st time; 2015 n=2,178 total, 295 1st time;)
Q.36 How did you get to the KBB website today?

18. / Indicates significant difference Y/Y at 95% confidence level
Site Personalization
There was no change in frequency of KBB visitation in 2015; most visitors utilize the site infrequently. However, there was an bump in intent to register with KBB in 2015.
Frequency of visits
Source: 2015 KBB User Profile
Unofficial ATC Trend: Registered and intend to register UP, No intention DOWN
2014
2015
Base: Total Respondents (KBB 2014 n=2645, 2015 n=2831 )
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 Y/Y at 95% confidence level

19. Devices Used to Access Sites
Usage of home computers and mobile phones both increased slightly in 2015, while tablet usage slipped. Use of a mobile phone is most common among younger visitors.
Millennial
Gen X
Boomer
Mature
(E)
n=287
(F)
n=316
(G)
n=1123
(H)
n=345
Desktop/laptop home computer
86%
81%
87% F
92% EFG
Mobile phone
29% FGH
23% GH
14% H 9%
A work computer
22% GH
25% GH
17% H 8%
Tablet
11%
16% EH
10%
Connected TV
2% GH
1% H
>1%
Portable media player 2% 1%
Other comments
3% EG
21% of Desktop visitors access the site from multiple devices
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 (KBB 2014 n=2645, 2015 n=2831 ; Millennial, AT n=287, )
Q:38 Which of the following devices have you used to access KBB in the past 30 days?
/ Indicates significant difference Y/Y at 95% confidence level
Letters indicate significant differences between generations at 95% confidence level

20. / Indicates significant difference Y/Y at 95% confidence level
Mobile Device Usage
In 2015, KBB mobile visitors may be more targeted in their searches than in 2014, and are primarily looking at prices of vehicles in their consideration set and checking the price of their current vehicle,.
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 (KBB 2014 n=2645, 2015 n= Millennial, AT n=287, )
Q What do you do on the site when accessing KBB on your mobile device (i.e., tablet, smart phone, etc.)? Q I access KBB on my mobile device while ...
/ Indicates significant difference Y/Y at 95% confidence level

21. Segmentation and Demographics

22. / Indicates significant difference Y/Y at 95% confidence level
Shopper Types
In 2015, KBB shoppers were more confident and less cautious and pragmatic than in 2014.
Source: 2015 KBB User Profile
2012 ATC
Cautious 18%
Enthusiastic 22%
Confident 26%
Discerning 7%
Averse 11%
Pragmatic 17%
General Market
2015
2014
Base: Those who answered segmentation questions (2014 n=6010; 2015 n=5531)
/ Indicates significant difference Y/Y at 95% confidence level

23. Source: 2016 [Study Name] provided by Kelley Blue Book
Consumer Segments
Source: 2016 [Study Name] provided by Kelley Blue Book

24. Demographics 67% make <100K 33% make >100K Income 2015 (n=4332)
Ethnicity (n=4882)
$25,000 or Less 8%
$25,000-$34,999
$35,000-$49,999
12%
$50,000 - $74,999
21%
$75,000-$99,999
18%
$100,000 – 149,999
$150,000 - $199,999 7%
$200,000 - $249,999 3%
$250,000 or More 5%
Caucasian/White Non-Hispanic
85%
African-American/Black 4%
Hispanic or Latino 5%
Asian American/Asian/Pacific Islander 2%
Other
67% make <100K
Source: 2015 KBB User Profile
33% make >100K
Age 2015 (n=5531)
2015
n=2071
18 – 34 Millennials 8%
34 – 44 Gen X 9%
45 – 64 Boomer
49%
65+ Mature
34%
Female
25%
Male
75%
2015
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?

25. Executive Summary Shopping Behavior
In 2015 KBB experienced an increase in In-Market Visitors and Current Shoppers. The increase in In-Market Visitors was seen across all age groups, but was more pronounced among those in the Boomer and Mature age ranges. Females, Gen X visitors and Boomers drive the increase in those currently shopping.
Reliability drove purchase in 2015 compared to 2014, while price became less of a factor. Year over year, fuel efficiency and driving comfort remain a constant.
The decrease in focus on pricing is primarily driven by older shoppers.
Directionally - shoppers are performing more vehicle research utilizing reviews, articles, and using the site to narrow their shopping list
2015 saw an increased level of interest in financing offered by dealerships. Lower income and younger shoppers are behind this increased in dealer financing consideration.
~75% of used shoppers would consider a CPO product at some level – only 8% of used shoppers state they are looking for used only
KBB shoppers in 2015 took a more focused approach, as the number of body styles considered decreased from Males, Boomers and higher income consumers were more selective in their searches, driving the reduction in body styles considered.
However, Millennials consider a significantly greater number of vehicle segments than do older consumers. Advertising should target Millennials who may be more receptive to competitive efforts than their older counterparts.
SUVs and trucks increased in popularity between 2014 and The increase in interest in SUVs was driven by used shoppers and Boomers. High income shoppers, males, and those in the Boomer and Mature age brackets drove the increase in truck popularity.
Source: 2015 KBB User Profile

26. Executive Summary Site Access and Engagement
Visitors are using the KBB site differently in 2015 compared to Focus has shifted from trade in values to finding pricing information. This trend is consistent across males and females, income levels, and generations.
A majority of visitors are intentional in finding the KBB site by typing in the URL. However, mature visitors tend to arrive at the site through a secondary source more so in 2015 than in 2014, by clicking on a link from another site or by clicking on an advertisement.
Access of the site through a mobile phone increased in 2015, particularly among millennial users.
Source: 2015 KBB User Profile