Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Digital Marketing in the Automotive Industry - China - December 2015

“Digital marketing plays a very important role in the auto industry since online media channels are more effective in grabbing consumers’ attention. In order to stand out, auto brands and marketers can be more creative or interactive by developing activities which can fit into people’s busy working schedules.”

– Yujing Li, Senior Research Analyst

This report looks at the following issues:

  • Let digital marketing campaigns become more creative in auto industry
  • Increasing consumer engagement in social media marketing campaigns
  • Auto brands need to engage through social networks during moments of crisis
  • Building up auto brands' official websites

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • Consumers have enthusiasm for attending car-related activities via social networks
            • Figure 1: interests in car-related activities, July 2015
          • Reviews from professionals and consumers are considered most important
            • Figure 2: Useful car-related information, July 2015
          • Specialist auto websites stand out as the most popular online information source
            • Figure 3: Online information search channels, July 2015
          • Specialist auto websites and TV ads are most effective in grabbing attention
            • Figure 4: Advertising channels, July 2015
          • High-tech and visually impressive are most appealing factors
            • Figure 5: Most appealing auto advertising elements, July 2015
          • What we think
          • Issues and Insights

            • Let digital marketing campaigns become more creative in auto industry
              • The facts
                • The implications
                  • Increasing consumer engagement in social media marketing campaigns
                    • The facts
                      • The implications
                        • Auto brands need to engage through social networks during moments of crisis
                          • The facts
                            • The implications
                              • Building up auto brands’ official websites
                                • The facts
                                  • The implications
                                  • The Consumer – What You Need to Know

                                    • Consumers are active in car-related activities raised on social networks
                                      • Professional and consumer reviews are considered the most useful information when buying cars
                                        • Specialist auto websites are the first stop for information
                                          • Specialist auto websites and TV are most effective in garnering attention
                                            • High-tech and visually impressive are most attractive advertising elements
                                            • Interests in Car-related Activities

                                              • Consumers have enthusiasm for car-related activities organised on social networks
                                                • Figure 6: interest in car-related activities, July 2015
                                                • Figure 7: interests in car-related activities, July 2015
                                              • High earners are more active in participating online-to-offline activities
                                                • Figure 8: People who have undertaken selected car-related activities, by household income, July 2015
                                              • Social network: a way to awake consumers rather than drive them to buy
                                              • Useful Car-related Information

                                                • Reviews from professionals and consumers are considered as most important
                                                  • Figure 9: Useful car-related information, July 2015
                                                • Demographic differences
                                                  • Young people are more likely to focus on car comparison and previous selling price
                                                    • Figure 10: Useful car-related information, by age, July 2015
                                                  • Test-drive video is more attractive for high earners
                                                    • Figure 11: Useful car-related information, by household income, July 2015
                                                  • Men and women have different opinions towards professional and consumer reviews
                                                    • Figure 12: Useful car-related information, by gender and age, July 2015
                                                  • Experienced car buyers are looking for information which can provide convenience
                                                    • Figure 13: Useful car-related information, by car ownership and purchase intention, July 2015
                                                  • Consumer preferences tie up closely with the car brands they own
                                                    • Figure 14: Useful car-related information, by brand ownership, July 2015
                                                • Online Information Search Channels

                                                  • Specialist auto website is the first stop for information search
                                                    • Figure 15: Online information search channels, July 2015
                                                  • Consumers in different age brackets have different information channel preferences
                                                    • Figure 16: Online information search channels, by age, July 2015
                                                  • High earners are more likely to find information from social networks and apps
                                                    • Figure 17: Online information search channels, by household income, July 2015
                                                  • There is a connection between information sources and the key information people search for
                                                    • Figure 18: Online information search channels, by useful car-related information, July 2015
                                                • Advertising Channels

                                                  • Specialist auto websites and TV are most effective in grabbing attention
                                                    • Figure 19: Advertising channels, July 2015
                                                  • Leverage traditional media channels to promote digital marketing campaigns
                                                    • Find the optimum media solution for different target groups
                                                      • Figure 20: Advertising channels, by purchase intention, July 2015
                                                  • Appealing Advertising Elements

                                                    • Auto advertisements need to have high-tech factors or to be visually impressive to attract consumers
                                                      • Figure 21: Most appealing auto advertising elements, July 2015
                                                    • Men and women have different tastes in terms of auto advertisements
                                                      • Figure 22: Most appealing auto advertising elements, by gender, July 2015
                                                    • People tend to focus less on ‘stylish’ as they become older
                                                      • Figure 23: Most appealing auto advertising elements, by age, July 2015
                                                    • Appealing advertising elements for different brand owners
                                                      • Figure 24: Most appealing auto advertising elements, by brand ownership, July 2015
                                                  • Meet the Mintropolitans

                                                    • MinTs have greater interest in participating in car-related activities
                                                      • Figure 25: People who have done selected car-related activities, by consumer classification, July 2015
                                                    • MinTs are more likely to check professional reviews
                                                      • Figure 26: Useful car-related information, by consumer classification, July 2015
                                                    • MinTs show more preference for stylish advertising element
                                                    • Appendix – Methodology and Abbreviations

                                                      • Methodology
                                                        • Mintropolitans
                                                          • Why Mintropolitans?
                                                            • Who are they?
                                                              • Figure 27: Demographic profile of Mintropolitans vs Non-Mintropolitans, by gender, age and personal income
                                                              • Figure 28: Demographic profile of Mintropolitans vs Non-Mintropolitans, by marital status, city tier and education level

                                                          Companies Covered

                                                          To learn more about the companies covered in this report please contact us.

                                                          Digital Marketing in the Automotive Industry - China - December 2015

                                                          £3,195.84 (Excl.Tax)