What are consumers’ online tire search habits?
Data Blog by Lizeo Back Consumer online tire search habits Lizeo, the leader in online data in the tire industry, regularly analyzes the searches carried out by consumers on the Internet when they want to replace their tires and when they are looking for tires adapted to their needs. Analyzing online searches gives us a better understanding of consumers, the questions they ask themselves before putting new tires on their vehicles, and the criteria they put towards their search. The goal is to identify the main search patterns, the main digital touchpoints (sellers, prescribers or tire brands), and also to reveal emerging trends in the longevity of searches. The challenges faced by tire manufacturers include: Identifying consumer online search habits for tires Identifying the digital touchpoints to which consumers are exposed to during their buying and search journeys Assessing the spontaneous awareness of tire brands Collecting data to refine its understanding of the online market and making the right decisions The Lizeo methodology for analyzing the consumer online search journey Lizeo identifies the search patterns of internet users when they are in the tire pre-purchase phase and its knowledge of the products and characteristics of the tire market. This method is then divided into 5 key steps: Definition of keywords and search queries to build a defined lexical universe Selecting the keywords that make up the lexical universe requires specific knowledge of the tire industry along with the market context (distribution, brands and specific tire patterns). In addition, the universe is enriched with keywords using SEO tools. Extraction of search volumes We extract the search volumes for each keyword on Google, which corresponds to the average monthly searches on a full year basis. Simulation of search results by query This stage will allow you to retrieve the results data from the Google page for each keyword or query at a given moment in time to estimate the potential traffic for each website. Classification of digital touchpoints Ranking and classification of the 100 best performing websites in terms of estimated number of clicks in this particular universe. Categorization of retailer websites For each e-commerce site, Lizeo carries out a detailed analysis to determine which is the most significant and relevant to the market. Online search analysis : what do we learn from the data we collect? Consumer searches by category Some insights: The study reveals that in the US tire market, 39.0% of searches are related to retailer (dealers, garages or car centers), which means that users are mainly looking for a service provider to meet their tire purchase, repair, or mounting & balancing needs. Consumers are looking first and foremost for a professional who can change their tires and also for an expert to advise them on the type of tires needed for their vehicle. On the other hand, although online purchases of tires have risen sharply in recent years, drivers still need to call a professional to mount and balance their tires, which also explains the weight of this category in consumer searches. The second type of search is linked to a specific location, indicating a preference for nearby solutions and convenience. Searches for brands and/or products account for 15.9% of total searches, which is massive compared to European countries (UK and France). The U.S. market places a lot of trust in tire manufacturers, and directs part of their search to their brands. The retailers most searched for Some insights: In the retailer category, Click & Mortar comes out on top, with DiscountTire emerging as the most mentioned keyword, constituting 36.9% of searches around retailers, followed by Tirerack at 8.4%, and Firestone Complete Auto Care 6%. This highlights the dominance of national retailers in consumer preferences. The websites and digital touchpoints that capture most of the traffic Click & Mortar dealers capture most of the Internet traffic linked to tire searches in the United States, followed by Pure player dealers with a total of almost 58% of estimated traffic directed to these sites. Information websites represent an important part of the search results. Social networks, blogs, forums, and other informational sites account for around 15% of the estimated traffic. This offers a great opportunity to partner with these sites to redirect traffic to a target site. Some insights: Information sites do well in this universe getting a large share of the estimated traffic. The subjects they cover are varied: some sites will talk about cars, others about tires, may include blogs, press articles, tests, sharing of good tips, legislation, etc. Collaboration can be set up with these sites to increase visibility and brand awareness. Cars guide, tire-pressure and wikipedia are examples of this type of site. Do you want to understand and learn more about your customer buying journey? Contact us In this post
Geneva Motor Show 2024: A timid return after a 5-year absence – US
Data Blog by Lizeo Back to Blog © Lizeo Geneva Motor Show 2024: A timid return after a 5-year absence 2024 marks the return of the Geneva International Motor Show! The 100th Geneva International Motor Show was held from 26 February to 3 March. Rezulteo was on hand to bring you the most eagerly awaited event of the year! The Geneva International Motor Show (GIMS) has made a comeback after four cancelled editions, generating similar enthusiasm to the Paris Motor Show 2022 and the Munich IAA 2023. Presentation of the Geneva International Motor Show The Geneva International Motor Show is one of the most prestigious automotive events in the world. Held annually in Geneva, Switzerland, it attracts worldwide attention by showcasing the latest innovations in the automotive industry. Renowned carmakers and emerging brands unveil their new models, concepts and innovative technologies. The show offers visitors and the media the opportunity to preview market trends, technological advances and innovative designs in the automotive field. With a long tradition dating back to 1905, the Geneva Motor Show remains a must for car enthusiasts from all over the world. View of the car hall © Lizeo A mixed bag of prestige stands and absentees However, the event was marked by the notable absence of many manufacturers, considerably reducing the exhibition space. Only a handful of brands made the trip to Geneva, resulting in two modest exhibition halls. The first was home to the manufacturers present, while the second, on the upper floor, showcased collector and sports car gems. Despite this context, the manufacturers present kept up the tradition with impressive stands, underlining the Geneva Motor Show’s status as an image-driven event. Headlining the stand was Renault. The French brand occupied a large part of the first hall with a prestigious stand, showcasing the new Renault 5. No fewer than five models were on display, making this new model the undoubted star of the show. Alongside it was the new 100% electric Renault Scenic E-Tech, voted best car of the year in 2024.These two new models presented by Renault made a major contribution to the brand’s media success, and attracted the vast majority of visitors to its stands! Presentation of the new Renault R5 at the 2024 Geneva Motor Show © Lizeo Presentation of the Renault E-Tech 100% Electric © Lizeo Focus on the other brands present at the show Close to the Renault stand, another brand is making a name for itself, with two exclusive models on display. Dacia is a Romanian car brand and subsidiary of the Renault group.Present on the same stand as the Nissan brand, the manufacturer presented a restyled version of the 100% electric Dacia Spring, as well as an all-new Duster, the Duster 3. Opposite them, BYD and MG had more restrained stands, but took advantage of the absence of their European counterparts to make their mark.Chinese carmaker BYD unveiled its new restyled Tang, as well as its two new brands Yangwang and Denza. The Yangwang U8 all-terrain SUV made a particularly striking entrance, and was a real eye-catcher at the show!For its part, MG presented several new models: the MG3 Hybrid, the MG7, the MG9 and the Cyberster. The Chinese brand also did us the honour of announcing its new top-of-the-range brand called IM.Lucid Motors, Isuzu and Micro rounded out the list of brands present. The 2024 edition of the Geneva Motor Show attracted 168,000 visitors, marking a gentle return from the more than 600,000 visitors to the last edition in 2019.The former “world’s most beautiful motor show” is off to a gentle start this year. We’ll be back in a year’s time, in February 2025, at the next edition, to assess whether the Geneva Show has recovered its superb reputation! View of the manufacturer’s hall at the Geneva Motor Show © Lizeo Contact us In this article
