Taking a Rearview look at 2020
With the kind of year 2020 has been, brands and marketers have been keeping a very close eye on trends. An unprecedented situation would push consumer behavior to undergo some change, and that is true for consumers of all ages.
Data and numbers shed an enormous amount of insight into customer behavior and the changes in that behavior whether temporary or permanent.
Eccentric Engine’s One 3D platform is India’s #1 Automotive Visualization Platform and aims to provide an immersive, natural, interactive exploration of Vehicles; and has developed over 60 configurator platforms for cars sold in India and outside.
Having developed online configurator platforms and dealership applications with an omnichannel journey, One 3D Platform qualitatively & quantitatively collected rich consumer insights for this report to understand the ‘when, where & how’ dimensions of the consumer exploration pattern.
The data has been collected from selected OEMs with insights from a sample of 10 crore interactions and over 5000 respondents across tier-1,2 & 3 cities nationwide.
From these interactions we have decoded quite some trends that arose due to the pandemic and when compared to the previous years of 2019 and 2018, the data was insightful to say the least.
This Study of Consumer Behavior is the first for Eccentric Engine’s One 3D platform and with such noteworthy insights, we had to share them with the world.
This trend analysis not only gives us meaningful insights on the past and present but also the near future.
Please note that Sample data has been collected from multiple OEMS, and does not represent any one entity/ brand/ product.
Explore from Anywhere
Close to 76 lakh Indians have explored cars virtually in 2020 on their devices. This is a rise of 320% of Online One 3D exploration when compared to 2019. Interestingly, in a time of work from home 75% users chose to explore cars on their phones while 25% chose to explore on desktops. An important point for Automotive companies to consider is their website optimization for Phones.
Go-Two Browsers
Chrome and Safari emerged as the Top 2 Browsers for car exploration accounting for 85% of sessions from different category of Devices
Big cities and small cities in the run
Among the top cities for Online Vehicle Exploration, Delhi emerged at the top with 8.2 Lakh sessions accounting for 11% of total sessions in 2020
Bengaluru, Pune, Hyderabad, Mumbai and Chennai were the latter with sessions ranging from 6.8 lakh to 5.5 lakh.
What caught us by surprise, were the tier 3 cities emerging with a substantial growth of users and accounted for 9% of total sessions which is a 6.5x growth from 2018
NRI influence over car purchases in India
Even once you have parted to a foreign land, you are still part of the big family decisions. This seems to be true for our NRI’s and their families back home in India, at least for their Car buying decisions. Around 5% of the sessions originated from NRI’s, mainly the Middle east (32%) and North America (31%)
Fun fact: Over 1.1 Lakh people from North America explored cars on One 3D
Sessions generated by Women, on the rise
In 2020, 1/4th of interactions came from women.
Pune, Mumbai, Bengaluru, Chennai, Delhi were the cities that saw substantial increase in the same
Lunch Hour, driving the most interactions.
Seems like resuming car purchase journeys is best kept for the afternoons, once you have crossed off some things on the to-do list and can sit back and focus on your dream car.
The hours between 12 pm-4 pm have driven the most interactions and Mid week- Wednesday is when it’s at its peak.
Look Online, Book anywhere.
91% users have booked the same model at the dealership as their Online configuration.
41% booked the same model with the same variant
50 % booked the same model but a different variant
9% booked a different model
Top picks for Car colors
For the past 2 consecutive years, white and blue have been the most explored colors on the 3D Cars with 40% users opting for the two.
Grey, Brown and Silver were next in line with 35%.
‘Review 2020: How Indians Explored cars Virtually’ a Study by One 3D available at: https://bit.ly/2OaDHe4
About One 3D
Founded in 2012, Eccentric Engine is a pioneer of Automotive Visualization in India with its proprietary One 3D platform. By virtue of its One 3D platform Eccentric Engine delivers seamless omnichannel experiences. Their technology enables creators to ‘show what they make’ on web browsers and empowers customers by allowing them to access products across all devices.
