In 2010, Datamonitor spoke to about 12,000 motorists across 12 countries. Datamonitor probed motorists on issues such as their aftermarket product and channel preferences, along with industry specific hot topics such as emerging trends around DIY, and motorists' preferences for greener technologies. This report is a critical analysis of the aftermarket specific online behavior of German motorists.Profiles online motorists, and answer questions such as; who are online motorists' where do they buy' what value proposition does attract them'Help understanding aftermarket behaviors such as product selection and DIY behavior of motorists who use internet for aftermarket specific activitiesProvides actionable recommendations to tap motorists who use internetProvides perceptual maps of VM network outlets and the most preferred online channelsDifferentiates the perceptual maps of average motorists and the motorists who use internet for aftermarket specific e-commerceDemographic and psychographic profile of motorists who use internet for aftermarket specific online activities Comparison of motorists (internet user and average motorist) perceptual map of VM outlets and most preferred online channel Identification of the reasons for motorists to opt for online channelsDIY behaviour and products replacement behaviour of German motorists who uses internet for aftermarket specific e-commerceWho are the motorists that opt for online shopping of aftermarket products' What are their online channels of preference (by part groups)'What are their channels of preference while buying in-store (by part groups)' How do they perceive VM outlets'How do they perceive the most preferred online channels' What are their DIY preferences' What are their channel preferences for DIY parts'What are their product selection criteria'How their aftermarket online behaviour is different from other e-commerce behavior such as that for buying groceries and apparel and household goods'

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Capitalizing on the Emerging Online Behavior of the Motorists in
Germany
Published on March 2011
Report Summary
In 2010, Datamonitor spoke to about 12,000 motorists across 12 countries. Datamonitor probed motorists on issues such as their
aftermarket product and channel preferences, along with industry specific hot topics such as emerging trends around DIY, and
motorists' preferences for greener technologies. This report is a critical analysis of the aftermarket specific online behavior of German
motorists.Profiles online motorists, and answer questions such as; who are online motorists' where do they buy' what value
proposition does attract them'Help understanding aftermarket behaviors such as product selection and DIY behavior of motorists who
use internet for aftermarket specific activitiesProvides actionable recommendations to tap motorists who use internetProvides
perceptual maps of VM network outlets and the most preferred online channelsDifferentiates the perceptual maps of average
motorists and the motorists who use internet for aftermarket specific e-commerceDemographic and psychographic profile of motorists
who use internet for aftermarket specific online activities
Comparison of motorists (internet user and average motorist) perceptual map of VM outlets and most preferred online channel
Identification of the reasons for motorists to opt for online channelsDIY behaviour and products replacement behaviour of German
motorists who uses internet for aftermarket specific e-commerceWho are the motorists that opt for online shopping of aftermarket
products'
What are their online channels of preference (by part groups)'What are their channels of preference while buying in-store (by part
groups)'
How do they perceive VM outlets'How do they perceive the most preferred online channels'
What are their DIY preferences'
What are their channel preferences for DIY parts'What are their product selection criteria'How their aftermarket online behaviour is
different from other e-commerce behavior such as that for buying groceries and apparel and household goods'
Table of Content
Definitions.... 6
Introduction to the Datamonitor Motorist Survey 2010..... 9
Key Findings.... 11
Background..... 13
3.1 High Internet penetration in Germany
3.2 Growth of e-commerce in Germany
3.3 Use of Internet in German automotive industry
3.4 Use of Internet in German automotive aftermarket
3.5 Declining aftermarket size and VM outlets' market share in Germany
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Profile of Online Motorists..... 19
5.1 Definition
5.2 Demographics (Online Motorists and All Motorist)
Motorist Insights...... 22
6.1 Aftermarket-specific cost-cutting measures (Online Motorists and All Motorists)
6.2 Channel preference analysis by part groups (Online Motorists and All Motorists for online buying behavior
and in-store buying behavior)
- Overall
- Tires
- Service parts
- Wear and tear parts
- Mechanical parts
- Crash repair parts
- Consumables and accessories
6.3 Channel preference analysis by type of problem (Online Motorists and All Motorists)
6.4 Perceptual map analysis
- Motorists' perceptual map of top channels (Online Motorists and All Motorists)
- Motorists' perceptual map of online mass merchandisers (Online Motorists and All Motorists)
- Motorists' perceptual map of VM channels (Online Motorists and All Motorists)
- Motorists' perceptual map of garages (Online Motorists and All Motorists)
- Motorists' perceptual map of autocentres/fast fits (Online Motorists and All Motorists)
- Online Motorists' perceptual map: most preferred online channel versus VM channels
- All Motorists' perceptual map: most preferred online channel versus VM channels
- Difference between Online Motorists and All Motorists when perceiving the difference between online channel and VM channels
6.5 Product selection criteria and replacement behavior (Online Motorists and All Motorists)
6.6 DIY behavior (Online Motorists and All Motorists)
- Reasons for opting for DIY
- Reasons for not opting for DIY
- Channel preference for DIY parts
6.7 Motorists' e-commerce behavior (online apparel and household goods, and online groceries)
Recommendations. 44
7.1 Develop integrated online strategy
7.2 Understand online behavior of motorists
7.3 Adopt emerging technologies
7.4 Collaborate with online mass merchandisers
Appendix.. 49
8.1 Methodology
8.2 Further reading
Figure 1: Online retail spending in Germany ... 15
Figure 2: Internet purchases (in last three months) by individuals 15
Figure 3: Value of aftermarket in Germany, and VM outlets' share..... 18
Figure 4: Change in total revenue.. 18
Figure 5: Aftermarket-specific online behavior of German motorists 20
Figure 6: Gender segmentation.. 21
Figure 7: Income segmentation.. 21
Figure 8: Age segmentation. 21
Figure 9: Aftermarket-specific cost-cutting measures..... 23
Figure 10: Motorists' channel preference ' overall.. 25
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Figure 11: Motorists' channel preference ' tires... 26
Figure 12: Motorists' channel preference ' service parts.... 27
Figure 13: Motorists' channel preference ' wear and tear parts.... 28
Figure 14: Motorists' channel preference ' mechanical parts. 29
Figure 15: Motorists' channel preference ' crash repair parts 30
Figure 16: Motorists' channel preference ' consumables and accessories.. 31
Figure 17: Motorists' channel preference ' by problem. 32
Figure 18: Representative parameters of online mass merchandisers . 33
Figure 19: Representative parameters of VM outlets 33
Figure 20: Representative parameters of garages 33
Figure 21: Representative parameters of autocentres/fast fits 33
Figure 22: Representative parameters of online mass merchandisers . 34
Figure 23: Representative parameters of VM outlets 35
Figure 24: Representative parameters of garages 36
Figure 25: Representative parameters of autocentres/fast fits 37
Figure 26: Online Motorists' perceptual map of online mass merchandisers.. 38
Figure 27: Online Motorists' perceptual map of VM outlets. 38
Figure 28: All Motorists' perceptual map of online mass merchandisers . 39
Figure 29: All Motorists' perceptual map of VM outlets. 39
Figure 30: Motorists' perceptions of the difference between online and VM outlets.... 40
Figure 31: Reasons for selecting a particular brand..... 41
Figure 32: Motorists' product replacement behavior.. 41
Figure 33: Reasons for opting for DIY.. 42
Figure 34: Reasons for not opting for DIY 42
Figure 35: Channel preference for DIY parts... 42
Figure 36: Motorists' online grocery, apparel, and household items buying behavior.. 43
Figure 37: Aftermarket-specific online behavior of German motorists. 45
Figure 38: Online Motorists' perception of VM outlets versus product selection criteria.. 46
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