1. Why KBB.com?
(widescreen format)

2. “The modern car-shopper journey is a road trip, not a commute… Today’s car shopping journey is dynamic, digital, and consumer-driven.”
- CDK Digital Marketing

3. 1 in 3 car shoppers in the U.S. browse more than 20 websites1
Auto Shoppers Use Multiple Sources of Information to Help Guide Their Purchase
90%
of car shoppers in the U.S. visit at least six websites before buying a vehicle1
1 in 3 car shoppers in the U.S. browse more than 20 websites1
1: Automotive Industry Digital Marketing Survey Accenture.

4. Auto Shoppers Are Spending More Time Researching Vehicles Online
16h 42m
13h 0m
16h 0m
15h 24m
12h 36m
14h 54m
14h 48m
12h 36m
14h 24m
Source: 2015 IHS Automotive Buyer Influence Study, in partnership with Autotrader
Q: How much total time did you spend researching information on the new/used vehicle you recently purchased?

5. Third-party Sites Are the Top Online Source for All Internet Shoppers
Source: 2015 IHS Automotive Buyer Influence Study, in partnership with Autotrader
Q: You mentioned using the Internet while shopping for your vehicle. Please tell me if you used any of the following websites?
Base: All online buyers

6. Shoppers See Third-party Sites as the Most Useful…
Among New Car shoppers, however, OEM sites are closing the gap
Of all the websites you visited while shopping, which one did you find most useful?
New Buyers
Used Buyers
Source: 2015 IHS Automotive Buyer Influence Study, in partnership with Autotrader
Q: Of all the websites you visited while shopping, which one did you find to be the most useful?
Base: Internet Car Shoppers

7. ....Especially for Vehicle Valuations and Pricing
OEM sites are used for comparisons and dealer sites for listings/quotes
Which of the following websites did you use to….
OEM Sites
Dealer Sites
3rd-Party Sites
Source: 2015 IHS Automotive Buyer Influence Study, in partnership with Autotrader
Q: Which of the following types of websites did you use to [insert each task]?
Base: Respondents who used the Internet while shopping OEM, Dealer or third-party sites

8. 75% of Time Spent Researching is Online
Almost half of that time is spent on third-party sites
12h
30m 5h
36m
Average time spent on KBB.com is 1h 30m, more than any other 3rd-party site
Source: 2015 IHS Automotive Buyer Influence Study, in partnership with Autotrader
Q: How much total time did you spend researching information on the new/used vehicle you recently purchased?
Q: What percentage of time researching did you allocate to each website
Base: Internet car shoppers

9. Top Reasons for Internet Research Align with Top Activities on KBB.com
Source: 2015 IHS Automotive Buyer Influence Study, in partnership with Autotrader
1. Q: Which of the following are primary reasons you used the Internet when shopping for your [insert make and model]?
2. Q: For each of the websites you used that are shown below, please indicate which you used to [insert each task]?
Base: KBB.com visitors

10. KBB.com Is the Top Online Source Among New and Used Car Buyers
*NEW* car shoppers use Kelley Blue Book
6 in 10
*USED* car shoppers use Kelley Blue Book
Source: 2015 IHS Automotive Buyer Influence Study, in partnership with Autotrader
Q: You mentioned using the Internet while shopping for your vehicle. Please tell me if you used any of the following websites?
Base: New car purchasers who used the Internet while shopping for vehicle, Used car purchasers who used the Internet while shopping for vehicle

11. Expert Reviews Generate the Most Significant Lift in New Automobile Purchase Consideration
Expert content also drives the highest lift in automobile purchase consideration
Source: “The Role of Content in the Consumer Decision Making Process.” March Nielsen.

12. KBB.com Serves Valuable Content for The "Typical" Car Buyer
Awards
Latest
News
Buyer’s Guides
Editor’s Pages
10 Best Lists
New Vehicle Reviews
KBB Editorial Content provides every bit of info necessary to make an intelligent car-purchase decision
Source: KBB.com Editorial

13. KBB.com Produces Full Expert Reviews Every Year, Covering Nearly Every Car, Truck, SUV, and Van
304
Full New-Car Reviews
Source: KBB.com Editorial

14. KBB.com Influences the Full Car Buying Spectrum
Awards and “Top 10 Lists” generated by Kelley Blue Book are held in high regard
KBB.com Editor-created
Top 10 Lists
Among the most quoted and most used accolades in the industry
KBB.com AWARDS
Among the industry’s most quoted and valued awards
KBB.com’s reputation for trustworthiness and impartiality are two key reasons that our awards are acclaimed across the industry

15. Car shopping is done anytime, anywhere

16. Mobile Device Usage Continues to Increase as Desktop/Laptop Usage Decreases
Smartphones have surpassed tablets in usage
Source: 2015 IHS Automotive Buyer Influence Study, in partnership with Autotrader
Q: Prior to purchasing your vehicle, which of the following devices did you use to access automotive information, either through the Internet or by using a mobile device?
Base: Buyers who used the Internet while shopping

17. Multi-device Usage Has Increased to 42% of Internet Shoppers
Source: 2015 IHS Automotive Buyer Influence Study, in partnership with Autotrader
Q: Prior to purchasing your vehicle, which of the following devices did you use to access automotive information, either through the Internet or by using a mobile device?
Base: Buyers who used the Internet while shopping

18. The Majority of Smartphone Shoppers Use Their Device at the Dealership
1 in 4 tablet shoppers use their devices on lots
65%
25%
Source: 2015 IHS Automotive Buyer Influence Study, in partnership with Autotrader
Q: Prior to purchasing your vehicle, which of the following devices did you use to access automotive information, either through the Internet or by using a mobile device?
Base: Buyers who used the Internet while shopping

19. Multi-device Usage Is Projected to Reach 80% in 2020
Total population will catch up to millennials by 2018
80%
Source: Cox Automotive Marketing Analytics Forecast

20. Time Spent on Mobile Devices Is Almost Evenly Split Between Smartphone and Tablet
Source: 2015 IHS Automotive Buyer Influence Study, in partnership with Autotrader
Q: What percentage of time researching did you allocate to each source?

21. Unique Visitors Every Month1
Over 18M
Unique Visitors Every Month1
KBB.COM IS THE MOST USED 3RD PARTY SITE AMONG NEW AND USED VEHICLE BUYERS2
1: KBB Web Analytics (All Platforms – monthly average for the full year 2014)
2: 2015 IHS/AutoTrader.com Automotive Buyer Influence Study
Base: New Buyers (953), Used Buyers (691)

22. KBB.com Reaches Millions of In-Market Shoppers Every Month
Mobile and tablet continue to grow
Source: KBB.com Site Data Monthly Average (Omniture SiteCatalyst), Visits Monthly Average Actuals Jan 2010 – Mar 2016.

23. vehicle shopping brand on Google year after year2
For nearly 90 years, KBB.com has been The Trusted Resource® for pricing and valuation information
Harris Poll’s
Online Auto Shopping
BRAND OF THE YEAR
for 4 consecutive years1!
MOST SEARCHED
vehicle shopping brand on Google year after year2
1: KBB.com received the highest numerical Equity Score among Online Auto Shopping brands included in the 2014 Harris Poll EquiTrend® Study. Please go to for further details.
2: Google Insights. Annual Search Terms for Vehicle Shopping (2015 YTD is Jan-Apr). Note: spellings are auto-crrected effective 2012.

24. KBB.com Shoppers Are More Engaged
More time spent and pages viewed than our competitors
5.9 minutes per visit1
8.5
pages per visit1
83%
of KBB.com users are engaged in research activities2
1: ComScore Media Metrix – January 2015 (Multi-Platform)
2: KBB.com Omniture – 2014 Annual Research Share (mobile excluded)

25. KBB.com Is the First Destination for Shoppers Returning to the Market
What’s my car worth?
What will my next vehicle be?
What should I pay for my next vehicle?
KBB.com Is the First Destination for Shoppers Returning to the Market
Returning shoppers are just entering the purchase path and are…
Checking their current vehicle value on the Owners Homepage
76% of visits to the Owners Homepage originated from an organic search or direct visit1
Further away from purchase
70% of surveyed visitors to the Owners Homepage indicated they were more than 3 months away from purchase2
1: Kelley Blue Book Web Analytics. Visits to Owners Section for the full year of 2014.
2: KBB.com Combined User Profile 2014

26. Which Also Makes the KBB.com Audience Pre-Qualified Shoppers
Actively determining what they can afford
Preparing for transaction
Engaging in research activities
3+ months away from purchase1
1: KBB.com Combined User Profile 2014

27. KBB.com Owners Homepage Is the Hub for Pre-Qualified Auto Shoppers98
MILLION
Trade-In Reports1
(74.5 million on Desktop, 23.7 million on Mobile)
More people use KBB.com to determine trade-in values than all other sources combined4
75%
of KBB.com users visiting both new car & owners pricing pages visited an Owners Value Page first3
conversion rate from Owners Homepage to Owners Trade-In Value Page3
89%
checking their current car value visited both trade-in and private party values2
37%
HC Notes:
KBB.com has the largest audience of shoppers returning to the market
95M trade-in reports annually1
74.5 million on Desktop
23.7 million on Mobile
Not only do shoppers visit KBB.com first and early-on, they are determined
89% conversion rate from Owners Homepage to Owners Trade-In Value Page3
*Updated* KBB.com generated over 74.5 million trade-in reports in 2014 (Desktop), 23.7M (Mobile)
Unique Visitors Jan-Mar 2015
Trade-in or Private Party
12,703, %
Both Trade-in and Private Party
4,741, %
Trade-in Only
3,053, %
Private Party Only
4,909, %
1: Kelley Blue Book Web Analytics. Visits to Owners Trade-In VDP for the full year of 2014.
2: Omniture Site Catalyst. Jan-Mar ’15
3: Kelley Blue Book Web Analytics. Q1 2015
4: 2015 IHS Automotive Buyer Influence Study, in partnership with Autotrader
Q: By the way, did you trade in your vehicle?
Q: What sources did you use to determine the trade-in value?

28. Our Demographics

29. Our Users – Gender & Age
2015 comScore Media Metrix (entire digital population) Report for Kelley Blue Book (% Composition Unique Visitors Mar 2015)

30. Our Users – Household Income
2015 comScore Media Metrix (entire digital population) Report for Kelley Blue Book (% Composition Unique Visitors Mar 2015)

31. Our Users – Education
2015 comScore Plan Metrix Report (entire digital population) for Kelley Blue Book (% Composition Unique Visitors Mar 2015)

32. Our media coverage

33. KBB.com Leads the Pack in Media Coverage
Amongst major competitors, KBB.com had the most press coverage and the highest reach
Source: Porter Novelli Q PR Competitor Share of Coverage  

34. KBB.com’s Top Tier Media Coverage Every Month
ALWAYS IN THE NEWS
EXPERT ANALYSIS AND COMMENTARY FROM OUR TOP INDUSTRY EXPERTS

35. Our Robust Media Campaign Keeps KBB
Our Robust Media Campaign Keeps KBB.com Top of Mind and Relevant to Vehicle Shoppers
Reaching more than 120M adults in the U.S.*
9 out of 10 adults in the U.S. will see our commercials*
Adults will see our commercials more than 25 times*
VIDEO ON
DEMAND
LATE NIGHT
NASCAR
RADIO
Traditional
Digital
Satellite
CABLE
SEM
*Expected, not actual