Table of contents:
- What type of transport will the Russians prefer after the pandemic?
- About buying a personal car
- About online services
Video: Research: Russians Are Ready To Switch From & Nbsp; Public Transport To & Nbsp; Private Cars
In early June, most dealerships in Russia returned to work, which were forced to close for several weeks or even months due to the self-isolation regime. The Yandex team studied how Russians' interest in cars has changed over the past three months.
Interest in the auto industry in general and in buying a car in particular revived as coronavirus restrictions weakened: by the end of the first week of self-isolation, Yandex users again became interested in auto content, and potential buyers began to implement deferred demand.
What type of transport will the Russians prefer after the pandemic?
According to the survey, which was attended by more than two thousand people, even after the end of the coronavirus epidemic and the removal of all restrictions, almost 40% of respondents intend to minimize the number of trips on public transport. Another 8% will restrict travel on buses, trolleybuses, trams and metro among family members. 23% of respondents said that they do not use public transport anyway.
Almost two-thirds of the respondents plan to travel only by private car in the near future. Every seventh person is going to take a taxi more often, 5% will give preference to a company car, and 4% will prefer carsharing.
About buying a personal car
More than half of the respondents are planning to buy a car in the "short term". Some of them intend to wait for New Year's discounts on cars manufactured in 2020, while others are ready to buy a personal vehicle in the near future or in the next 3-4 months. A third of respondents want to postpone the purchase until next year. The rest of the survey respondents said they were not planning an expensive purchase.
76 percent of the surveyed car owners intend to change their car for a new one, and another 15% are interested in buying a used car.
Almost 88% of respondents are going to buy a car on credit: in April, the number of searches on the topic of car loans grew every week, and by the end of the month interest approached the level of the beginning of March.
About online services
After the announcement of the self-isolation regime, users began to shop online more often. Car dealers have also expanded their range of online services, and some have built a full cycle of distance selling with delivery of the car to the client. At the same time, more than half of buyers have a positive attitude to this service and are ready to use it. True, 26 percent of those who are not against online shopping are ready to do this only on condition of good discounts, a third of customers agree to place an order with only a partial prepayment, and only 15 percent do not put any conditions and are able to pay for the purchase in full via the Internet.
Even more respondents - 85 percent - are willing to buy parts, components and accessories online. But a third of them intend to do so only on condition of substantial discounts.
The most positive conclusion that can be drawn from the study: Russians are ready to implement their plans and buy a car in the near future. Therefore, our advice for retailers is to remind customers of yourself. It is important to “be on the radar” of potential buyers. Marketing activities, display ads and relevant content will help you with this. Educate customers about coronavirus safety measures and dealership operations during the pandemic.
It will also be important to create an online infrastructure for potential customers: signing up for a service, receiving consultations, a virtual showroom and a full cycle of remote car purchase.All this can become another effective channel for attracting customers and sales of a dealership.
Use tools for promotion and analytics of work with Avto.ru. Upload more ads to increase your share on the classified page and get an increased cashback, upload panoramic photos of a car to ads - this increases the attractiveness of the publication. To promote ads, we launched the "Turbo Sale" package, and for analytics - "Visits to the salon" and updated call tracking.
Use services for promotion in mobile applications, not just desktop ones. According to statistics, the number of requests for automotive topics from smartphones has already doubled the number of requests from a computer or laptop. The mobile channel is relevant any day of the week.