Purchase Journey Car Insurance

Purchase Journey Car Insurance Marcel Buskermolen GfK

© GfK February 2016

© GfK February 17, 2016 | Title of presentation

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Agenda

Intro GfK

Meet methodieken


Mobile voorbeelden

Purchase Journey & Search

slot

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GfK – digital marketing is our thing… Over 4,500 digital projects in 24 months, across

29 markets

55+ consumer journey and market behavioural tracking studies – across both PC and mobile Full online behavioural tracking of approx. 150,000, across 20+ countries


3

Multi client cooperation between Google, Clients & GfK  Eerste Journey met Single Source Multi Device gedrag  Primeur: delen met de markt van de resultaten  Eind Feb. 2016 vanuit Google “Highlight Report” beschikbaar voor markt

Market experience

Partners: Auto Verzekeraars © GfK February 17, 2016 | Title of presentation

Market research experience

Purchase Journey

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Hoe met je gedrag?

Purchase Journey de beschrijving & visualisatie van consument en gedrag vanaf de aanvang van oriëntatie tot en met de aanschaf © GfK February 17, 2016 | Title of presentation

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GfK Crossmedia Link Panel: single source passief media meten Passief meten media & gedrag door:  Browser software  Soundmatching TV  Mobile Apps


6

Top-20 apps o.b.v. bestede tijd (uren/maand 2014) tablet

smartphone Hay Day WhatsApp Facebook HTC Sense Candy Crush Wordfeud Wordfeud FREE Candy Crush Saga WordOn HD Tinder Pet Rescue Saga Farm Heroes Saga 2048 Puzzle Ruzzle Solitaire AD.nl De Telegraaf Mail Dumpert Twitter

10 07 05 05 05 04 04 03 03 03 03 03 03 03 02 02 02 02 02 02


Hay Day Wordfeud FREE Wordfeud Clash of Clans Candy Crush Saga Candy Crush Farm Heroes Saga Farm Heroes Pet Rescue Saga Facebook WordOn HD Ruzzle Pet Rescue Google Bubble Witch Saga 2 Mail Solitaire Aldiko Jelly Splash E-mail

11,4 5,7 5,2 5,2 4,8 4,5 4,5 4,0 4,0 3,8 3,8 3,7 3,7 2,9 2,5 2,5 2,4 1,7 1,6 1,4

Gem. aantal keer apps* gebruikt per maand 1600 1400 1200 1000 800 600 400 200 0

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GfK GXL / GfK DAM Voorbeeld toegevoegd multi device bereik via smartphone & tablet, 13+

52%

55% 75%

44% 63%

17% 43%

38% 20%

20% 19%

19% 31%

32%

16%

19% 55%

Phone/tablet

19%

32%

25%

25%

44% 25%

23%

23% 55%


9%

25% 44%

17%

6%

6%

11%

11% 17%

33% 24%

Desktop and phone/tablet Desktop

8

What is a ‘Purchase Journey’?

Purchase Journey de beschrijving & visualisatie van consument en gedrag vanaf de aanvang van oriëntatie tot en met de aanschaf © GfK February 17, 2016 | Title of presentation

9

Average journey – all researchers Search

1.1

Bank website Direct Writer website

1.1

2.1

1.2

3.1

1.3

Clickstream All researchers

Broker website Broker company website

Finished in 37 days 16 actions 79 minutes

1.1

Retailer website Comparator website

1.1

1.2

2.1

1.3 1.1

Read Quotes Discuss with family / friends

1.1

Call financial advisor Call Insurance company TV Program


1.1 1.1 1.1

10

Purchase Journey Auto verzekeringen: All buyers

40%

1.9

74%

About 40% of the buyers did not know they were going to close a new car insurance 6 months before purchase.

They consider 1.9 times more brands than they expect upfront.

74% of the buyers, closed the insurance at another brand than their claimed preference brand


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Veranderende markt:


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Purchase Journey 2015 inzichten

Purchase Journey Car Insurance 2015 Inzichten


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Purchase Journey Auto verzekeringen: Hoeveel gebruik van welk device in research proces? Devices used in research 13%

73,5%

9,6%

Used Desktop/ Laptop device

54,6%

2%

18% 9,6%0% 0,2%

9,1%

Used smartphone

0,5% 10,8%

94,4%

20,6%

Used online

Used tablet


19,9%

 1 out of 5 buying households used multiple-devices in their research,  Desktop/Laptop only online research is most5,6% common still (54,6%),  Offline only is smallest 14

Serach by users of a smartphone in journey for Car Insurance* (*underestimated due to not measuring the Android search app) Google Search usage on smartphone

Number of search queries per type on smartphone

28% Yes No

72%


Generic

1.4

Comparator

0.7

Insurance company

0.2

Generic + Comparator (Hybrid 1)

0.0

Generic + Insurance company (Hybrid 2)

0.5

Comparator + Insurance company (Hybrid 3)

0.0

Generic + Comparator + Insurance comp (Hybrid 4)

0.0

Unknown

0.0

Total search queries

2.9

1

15

Purchase Journey Auto verzekeringen Device gebruik/dag All Online research actions per device per day of the week 25%

Total

20%

17% 15% 15%

16% 14%

14%

13%

10%

Desk-/Laptop Smartphone

10%

5%

Tablet

0%

Monday

Tuesday


Wednesday

Thursday

Friday

Saturday

Sunday

16

Autoverzekering most common search term. Most used search terms Total:

autoverzekering

40%

anwb

7%

centraal beheer

7%

vergelijken

6%

independer

6%

goedkoop ohra

Allsecur

5% 4% 4%

promovendum

3%

Bonus malus

3%

berekenen

3%

Inshared

3%

Allrisk

3%

Ditzo

3%

fbto

3%


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‘vergelijken’ gebruikt door Medium & Zware Researchers Most used search terms Light – Medium – Heavy Researchers Light researcher autoverzekering

anwb centraal beheer

Medium researcher 23%

11% 9%

autoverzekering

41%

Heavy researcher autoverzekering

48%

goedkoop

10%

vergelijken

student

10%

Allsecur

9%

12%

berekenen

6%

anwb

7%

independer

9%

Allrisk

4%

promovendum

6%

ohra

9%

Consumentenbond

4%

centraal beheer

5%

centraal beheer

8%

ohra

4%

independer

5%

Inshared

8%

unive

3%

berekenen

5%

Asr

6%

promovendum

3%

bonus malus

4%

anwb

6%

beperkt

2%

vergelijken

4%

Allrisk

5%


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Generic search terms lead more to comparator websites than to direct writers. Comparison in search also leads to Direct Writers Websites types visited after using search 2015 Bank

Direct Writer

Broker

Retailer

Comparator

Search

100%

Broker company

4% 11%

17% 80%

13% 62%

60%

42%

40%

2% 2%

20%

35%

3% 9% 3%

3% Generic

64%


7% 12%

80% 46% 91%

40%

10%

20%

27%

64%

0% Generic

7% Comparison

100%

60%

24% 0%

2013

Comparator

Insurance company

Bank

Direct writer

Broker

Broker company

Retailer

Comparator

Search

Insurance company (n=123) 19

Average journey – heavy researchers Search Direct Writer website

1.1 1.1

2.1

1.2

3.1

2.2

1.3

3.2

4.1

Broker company website

3.1

1.4

2.3

2.4

3.3

1.5

1.1

Retailer website Comparator website 1.1

2.1

Clickstream Heavy researchers

1.1 1.2

2.1

1.3

1.4

2.2

1.5

1.6

1.7

Read brochures

1.1

Read Quotes Discuss with family / friends Call financial advisor

1.1 1.1

Appointment financial advisor


1.2

1.2 1.1

Call insurance company TV Program

2.1

Finished in 69 days 37 actions 133 minutes

1.1 1.1

1.1

2

20

Activity

Purchase Journey Auto verzekeringen: Visualisatie n=1 echte Heavy Researcher

Type website

Website Google search Offline research

Sessions in this square are all done by smartphone

1

19

“promovendum autoverzekering”

Geld.nl

Ohra.nl

Day

“w a verzekering zitmaairh en m kortingscode”

Allsecur.nl

Ohra.nl

22

Bank Direct Writer Broker Broker company Retailer Comparator

Searchterm unknown

Independer.nl

Consumentenbond.nl

Centraalbeheer.nl

Independer.nl

Inshared.nl

Consumentenbond.nl

Ditzo.nl

Searchterm unknown

“schadevrijemaanden”

Consumentenbond.nl

Independer.nl

24

Ohra.nl

27

33

34

37

“promovendum autoverzekering”

Ohra.nl Ditzo.nl

35

“promovendum”

40

42

45

Reading magazines, leaflets and newspapers Watching/listening programs on radio/TV

46

57

48

61

“premie rialto” Ohra.nl Ohra.nl

Promovendum.nl Promovendum.nl

31 Research actions

114 minutes


61 days

Hoyhoy.nl

11 different websites / 21 total website visits

Bought online at Ohra 21

Tot slot:

>

Meten “inhoud” apps op mobiele devices nog beperkt

>

Search gebruik is beter te duiden met een segmentatie of socio demo’s

>

Complexe producten, zoals een verzekering, zijn niet per defintie erg geschikt om per smartphone te bestuderen of online af te sluiten

>

Komend jaar meer inzichten op Smartphone gebruik: Purchase Journeys voor vakanties, zorg verzekringen, mobiele abonnementen, schoenen etc

>

Consumenten plegen meer acties dan 2 jaar geleden: research neemt toe


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Vragen? Contact

Marcel Buskermolen Digital Market Intelligence Lead +31 6 23 19 89 36 [email protected]


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Purchase Journey Car Insurance

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