GOALS

• Identify and detail the user journey for a first-time parent that is buying a new car.
• Identify the most highly trafficked websites for first-time parents that are looking to buy a new car.
• The overall goal of the above points is to understand the process by which first-time parents buy a new car, and where they go online to do so.

EARLY FINDINGS

•  Cars.com has an article that specifically lists cars that are great for first-time parents. Cars listed include the 2018 Chevrolet Bolt EV, the 2018 Chrysler Pacifica, and the 2018 Ford Flex.
•  Autotrader has a car buying guide that is designed for new parents. In the guide, it talks about the four criteria that first parents should keep in mind when buying a car for their new family: safety ratings, interior design, cargo room, and value. The guide also contains a built-in research system to allow shoppers to research cars by make and style to find one that is a good fit for their needs.
• According to the Digital Marketing Institute (DMI), approximately 59% of people looking to purchase a car do most of their research online, and 65% will spend about 3 weeks doing so. Of these online researchers, 59% typically start their research on a third-party website and eventually end up with a specific model they want through a dealership site.
• Video marketing is becoming more popular in the process of online car research, as 56% of car buyers believe they could be convinced to purchase a car just from seeing a 360 degree video of it online.
• Research by Weve Automotive indicates that 57% of people browse for cars on their mobile phone for inspiration, 59% will compare prices on their phone, 61% will search for nearby dealerships and book test drives on their phone, and 9% will make a purchase using their phone.

PROPOSED NEXT STEPS

clarifications