JD Power 2014 Social Media Benchmark Study for automotive marketplace

Social media provides consumers the opportunity to engage with companies to gather information and address customer 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 J.D. Power 2014 Social Media Benchmark Study—Auto released today.

J.D. POWER LOGO“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.

KEY FINDINGS

Consumers who are delighted with their servicing and marketing experiences (satisfaction scores of 901-1,000 on a 1,000-point scale) have a positive impression of the automotive brand and an increased likelihood to repurchase from the same brand in the future.
Consumers delighted with their social media servicing experience and those delighted with their marketing experience indicate they are more likely to purchase from the same automotive brand in the future.

Consumers delighted with their social media servicing experience indicate they are more likely to return to the automotive brand dealer for service.

One-fifth (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 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%).

Social Media Benchmark Study—Auto Rankings

Toyota ranks highest among automotive brands, with a score of 845. Ford ranks second with a score of 842, followed by Chevrolet at 838. The social media benchmark auto industry average is 824.

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.

 

 

Overall Customer Satisfaction Index Scores

J.D. Power.com Power Circle RatingsTM
(Based on a 1,000-point scale) For Consumers
Toyota 845 5
Ford 842 5
Chevrolet 838 5
Lincoln 836 5
BMW 831 3
Dodge 829 3
Infiniti 828 3
Acura 827 3
Honda 827 3
Kia 827 3
Industry Average 824 3
Lexus 821 3
Subaru 821 3
Hyundai 819 3
Mercedes-Benz 818 3
Audi 815 3
Nissan 814 3
Buick 810 3
RAM 807 3
Mazda 805 3
Cadillac 803 2
Jeep 797 2
Volkswagen 797 2
Mitsubishi 795 2
GMC 783 2
Volvo 781 2
Land Rover 780 2
Scion 777 2
Chrysler 772 2
MINI 763 2
Fiat 743 2

Power Circle Ratings Legend
5 – Among the best
4 – Better than most
3 – About average
2 – The rest