STUDY_AUTO

2014 Social Media Benchmark Study--Auto Results

By: Jeff Youngs, 4/11/2014
Social media provides consumers many opportunities to engage with automotive marketing and servicing companies to gather information and address any service issues. It also plays a critical role in driving consumer purchase and service decisions across all generational groups in the automotive marketplace, according to the just-published J.D. Power 2014 Social Media Benchmark StudySM--Auto.

Consumers who are delighted with their servicing and marketing experiences (satisfaction scores of 901-1,000 on a 1,000-point scale) are more likely to purchase from the same automotive brand in the future.

The study further shows that 20% of consumers use social media as their primary source of information about automotive brands. Nearly one-third (29%) of social media users get recommendations about a product or service from friends and family exclusively through social media, the study finds.

According to the study, the most frequently used social media marketing channel is Facebook (29%), followed by YouTube (19%) and Twitter (11%). The most frequently used social media servicing channel is Facebook (84%), followed by Twitter (34%) and YouTube (25%).

Auto Brand Rankings
The overall Social Media Benchmark Index is comprised of the Social Media Marketing Index and the Social Media Servicing Index, each representing 50% of the overall score. The overall index measures consumers' social media experiences across marketing and servicing interactions. Toyota ranks highest among automotive brands in consumer satisfaction with its social media presence, with a score of 845. Ford ranks second at 842, followed by Chevrolet at 838. The social media benchmark auto industry average is 824.

"Auto manufacturers that focus just on reaching Millennials through social media are missing a tremendous opportunity, as social media is a channel that reaches all generations of consumers," said Arianne Walker, senior director, automotive media & marketing at J.D. Power. "Today for the first time, we have an in-depth understanding of what helps drive satisfaction in social media interactions across generations, and not just among consumers who are highly engaged in social media, but also those who are more casually engaged with a brand through this channel. It is important to provide a satisfying social media experience for all consumers because it helps drive current and future business."

The study, now in its second year, measures the overall consumer experience in engaging with companies through their social media platforms for both marketing and servicing needs across 30 U.S. automotive brands. Marketing engagements include connecting with consumers to build brand awareness and affinity as well as communicating about products and promotions. Servicing engagements include answering specific consumer questions or resolving problems. The study establishes quantitative performance benchmarks and industry best practices that provide automakers and dealers with insights to help them maximize their social media efforts.

About the Study
The 2014 Social Media Benchmark Study--Auto is based on responses from more than 9,800 U.S. online consumers who have interacted with a company via that company's social media channel. The study was fielded from November 18, 2013, through February 9, 2014.

Additional Research:

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