Market Pulse: What Q1 2020 Online Car Shopping Trends Tell Dealers

Chris Martin, Senior Vice President of Customer Development

Market Pulse: What Q1 2020 Online Car Shopping Trends Tell Dealers

Chris Martin, Senior Vice President of Customer Development

Market Pulse: What Q1 2020 Online Car Shopping Trends Tell Dealers

Chris Martin, Senior Vice President of Customer Development

Q1 2020 results confirmed what we anticipated — Covid-19 changed the trajectory of the quarter in car sales, and life in general. What started as a strong start to the year faced a dramatic fall-off in March amidst the whirlwind of measures taken across the globe to stop the spread of the virus.

Client Command® is committed to leveraging the power of our Active Shopper Network® to equip our industry with market insights, monitor pent-up demand and take action for our clients. In hindsight, a review of how online shopping data trends flexed throughout the quarter offers great insights as we move forward through Covid-19 together.

Insights into Real-Time Online Shopping Behavior from The Active Shopper Network®

It’s never been more important to access real-time online shopping data to understand trends in automotive. Client Command’s Active Shopper Network® is uniquely positioned to offer dealers real-time insights into who has started shopping, stopped shopping or continued shopping in the past 24 hours. By monitoring online shopping behavior across the entire internet, dealers can identify key market indicators on a national, state and local level.

Fewer Shoppers are in market entering Q2 — With big drops at the top of the funnel

The biggest indicator of current and future car sales is demand. To understand demand, we must analyze how many shoppers continue shopping AND how many NEW shoppers enter the market. Looking at daily activity across Q1 2020, Client Command’s Active Shopper Network reports a slight upward trend at the end of March for overall shopping with a massive decline in NEW Entrants, beginning in February and regressing steadily through March.

Year-over-Year – Active Shopper Network® – Daily Shopping Trends (National)

ALL Daily Active Shoppers

All Shoppers — Trends

Kicking off 2020 with Year Over Year growth in shopping activity correlated with strong January and February sales numbers. As the stock market and nation began to respond to COVID-19, shopping activity fell off, lagging 2019 by double digits. The total number of people shopping for cars rebounded slightly in March, trailing 2019 by only 4.6% to end the quarter. This tells us that people didn’t leave the market, but we weren’t seeing a lot of new shoppers enter the market.

Year-over-Year – Active Shopper Network® – Daily Shopping Trends (National)

NEW Daily Active Shoppers (started shopping that day)

NEW DAILY ENTRANTS

The number of NEW Daily Shoppers entering the market fell off in mid-February and early March, a time where new shoppers tend to flood the market. The trends declined further approaching the end of the quarter as shelter-in-place orders impact most of the nation. We enter Q2 trailing 2019’s numbers by 94%.

Summary?

There is evidence that some shoppers who were in market before COVID-19 are staying in market at high levels and likely extending their buying cycle. However, the significant slide in NEW Daily entrants indicates a decline in consumer confidence and shopping activity that will likely extend beyond April into the entire quarter.

Online Shopping fluctuations directly correlate with COVID-19 Milestones

We press in to Q2 during what is being projected as the potential peak of the crisis. Understanding the impacts of the progression of Covid-19 in the US and its impact on shopping reveals some insights that could be helpful in tracking trends of recovery.

COVID-19 Timeline and Active Shopper™ Activity

WHAT DOES THIS MEAN?

Overall shopping activity typically sees a gradual decline over the month of April. Early indicators suggest this trend to continue at a potentially steeper rate as shoppers leave the market due economic factors including increased unemployment and pending stimulus checks.

The progression of COVID-19 has wreaked havoc on the number of NEW shoppers entering the market. Seasonality typically dictates an uptick of NEW Daily Entrants around the tax deadline as shoppers file their taxes and receive potential refunds. With the delayed tax deadline and recommendations to stay-at-home extended through April, expect the number of NEW shoppers to lag thereby extending recovery.

WE’RE HERE TO HELP YOU KEEP A PULSE ON LOCAL AND NATIONAL TRENDS.

It is critical for you to know exactly what’s happening in your market right now. We’ve developed an Active Shopper Network® dashboard specifically for this time to help dealers see the daily, weekly, and monthly Active Shopper™ trends at the zip code level. We are offering free consultations to help dealers monitor shopper fluctuations in their market, anticipate trends and take action through precision targeting and advertising when the time is right for their dealership.

Your business requires that you have the freshest information and market insights available to make decisions for your business and the communities you serve. We’re here to help.

MORE ABOUT THE ACTIVE SHOPPER NETWORK®

Client Command’s patented technology allows us to connect cookies and devices to shopper identity. The Active Shopper Network® monitors 90% of internet connected devices across more than 61 billion URLs specific to automotive, including classified listing sites, dealership websites, OEM websites, automotive research sites, automotive Google searches and more. With a lens into online shopping activity across the entire internet, the Active Shopper Network® is uniquely positioned to offer dealers real-time insights into who has started shopping, stopped shopping or continued shopping in the past 24 hours.

Q1 2020 results confirmed what we anticipated — Covid-19 changed the trajectory of the quarter in car sales, and life in general. What started as a strong start to the year faced a dramatic fall-off in March amidst the whirlwind of measures taken across the globe to stop the spread of the virus.

Client Command® is committed to leveraging the power of our Active Shopper Network® to equip our industry with market insights, monitor pent-up demand and take action for our clients. In hindsight, a review of how online shopping data trends flexed throughout the quarter offers great insights as we move forward through Covid-19 together.

Insights into Real-Time Online Shopping Behavior from The Active Shopper Network®

It’s never been more important to access real-time online shopping data to understand trends in automotive. Client Command’s Active Shopper Network® is uniquely positioned to offer dealers real-time insights into who has started shopping, stopped shopping or continued shopping in the past 24 hours. By monitoring online shopping behavior across the entire internet, dealers can identify key market indicators on a national, state and local level.

Fewer Shoppers are in market entering Q2 — With big drops at the top of the funnel

The biggest indicator of current and future car sales is demand. To understand demand, we must analyze how many shoppers continue shopping AND how many NEW shoppers enter the market. Looking at daily activity across Q1 2020, Client Command’s Active Shopper Network reports a slight upward trend at the end of March for overall shopping with a massive decline in NEW Entrants, beginning in February and regressing steadily through March.

Year-over-Year – Active Shopper Network® – Daily Shopping Trends (National)

ALL Daily Active Shoppers

All Shoppers — Trends

Kicking off 2020 with Year Over Year growth in shopping activity correlated with strong January and February sales numbers. As the stock market and nation began to respond to COVID-19, shopping activity fell off, lagging 2019 by double digits. The total number of people shopping for cars rebounded slightly in March, trailing 2019 by only 4.6% to end the quarter. This tells us that people didn’t leave the market, but we weren’t seeing a lot of new shoppers enter the market.

Year-over-Year – Active Shopper Network® – Daily Shopping Trends (National)

NEW Daily Active Shoppers (started shopping that day)

NEW DAILY ENTRANTS

The number of NEW Daily Shoppers entering the market fell off in mid-February and early March, a time where new shoppers tend to flood the market. The trends declined further approaching the end of the quarter as shelter-in-place orders impact most of the nation. We enter Q2 trailing 2019’s numbers by 94%.

Summary?

There is evidence that some shoppers who were in market before COVID-19 are staying in market at high levels and likely extending their buying cycle. However, the significant slide in NEW Daily entrants indicates a decline in consumer confidence and shopping activity that will likely extend beyond April into the entire quarter.

Online Shopping fluctuations directly correlate with COVID-19 Milestones

We press in to Q2 during what is being projected as the potential peak of the crisis. Understanding the impacts of the progression of Covid-19 in the US and its impact on shopping reveals some insights that could be helpful in tracking trends of recovery.

COVID-19 Timeline and Active Shopper™ Activity

WHAT DOES THIS MEAN?

Overall shopping activity typically sees a gradual decline over the month of April. Early indicators suggest this trend to continue at a potentially steeper rate as shoppers leave the market due economic factors including increased unemployment and pending stimulus checks.

The progression of COVID-19 has wreaked havoc on the number of NEW shoppers entering the market. Seasonality typically dictates an uptick of NEW Daily Entrants around the tax deadline as shoppers file their taxes and receive potential refunds. With the delayed tax deadline and recommendations to stay-at-home extended through April, expect the number of NEW shoppers to lag thereby extending recovery.

WE’RE HERE TO HELP YOU KEEP A PULSE ON LOCAL AND NATIONAL TRENDS.

It is critical for you to know exactly what’s happening in your market right now. We’ve developed an Active Shopper Network® dashboard specifically for this time to help dealers see the daily, weekly, and monthly Active Shopper™ trends at the zip code level. We are offering free consultations to help dealers monitor shopper fluctuations in their market, anticipate trends and take action through precision targeting and advertising when the time is right for their dealership.

Your business requires that you have the freshest information and market insights available to make decisions for your business and the communities you serve. We’re here to help.

MORE ABOUT THE ACTIVE SHOPPER NETWORK®

Client Command’s patented technology allows us to connect cookies and devices to shopper identity. The Active Shopper Network® monitors 90% of internet connected devices across more than 61 billion URLs specific to automotive, including classified listing sites, dealership websites, OEM websites, automotive research sites, automotive Google searches and more. With a lens into online shopping activity across the entire internet, the Active Shopper Network® is uniquely positioned to offer dealers real-time insights into who has started shopping, stopped shopping or continued shopping in the past 24 hours.

Q1 2020 results confirmed what we anticipated — Covid-19 changed the trajectory of the quarter in car sales, and life in general. What started as a strong start to the year faced a dramatic fall-off in March amidst the whirlwind of measures taken across the globe to stop the spread of the virus.

Client Command® is committed to leveraging the power of our Active Shopper Network® to equip our industry with market insights, monitor pent-up demand and take action for our clients. In hindsight, a review of how online shopping data trends flexed throughout the quarter offers great insights as we move forward through Covid-19 together.

Insights into Real-Time Online Shopping Behavior from The Active Shopper Network®

It’s never been more important to access real-time online shopping data to understand trends in automotive. Client Command’s Active Shopper Network® is uniquely positioned to offer dealers real-time insights into who has started shopping, stopped shopping or continued shopping in the past 24 hours. By monitoring online shopping behavior across the entire internet, dealers can identify key market indicators on a national, state and local level.

Fewer Shoppers are in market entering Q2 — With big drops at the top of the funnel

The biggest indicator of current and future car sales is demand. To understand demand, we must analyze how many shoppers continue shopping AND how many NEW shoppers enter the market. Looking at daily activity across Q1 2020, Client Command’s Active Shopper Network reports a slight upward trend at the end of March for overall shopping with a massive decline in NEW Entrants, beginning in February and regressing steadily through March.

Year-over-Year – Active Shopper Network® – Daily Shopping Trends (National)

ALL Daily Active Shoppers

All Shoppers — Trends

Kicking off 2020 with Year Over Year growth in shopping activity correlated with strong January and February sales numbers. As the stock market and nation began to respond to COVID-19, shopping activity fell off, lagging 2019 by double digits. The total number of people shopping for cars rebounded slightly in March, trailing 2019 by only 4.6% to end the quarter. This tells us that people didn’t leave the market, but we weren’t seeing a lot of new shoppers enter the market.

Year-over-Year – Active Shopper Network® – Daily Shopping Trends (National)

NEW Daily Active Shoppers (started shopping that day)

NEW DAILY ENTRANTS

The number of NEW Daily Shoppers entering the market fell off in mid-February and early March, a time where new shoppers tend to flood the market. The trends declined further approaching the end of the quarter as shelter-in-place orders impact most of the nation. We enter Q2 trailing 2019’s numbers by 94%.

Summary?

There is evidence that some shoppers who were in market before COVID-19 are staying in market at high levels and likely extending their buying cycle. However, the significant slide in NEW Daily entrants indicates a decline in consumer confidence and shopping activity that will likely extend beyond April into the entire quarter.

Online Shopping fluctuations directly correlate with COVID-19 Milestones

We press in to Q2 during what is being projected as the potential peak of the crisis. Understanding the impacts of the progression of Covid-19 in the US and its impact on shopping reveals some insights that could be helpful in tracking trends of recovery.

COVID-19 Timeline and Active Shopper™ Activity

WHAT DOES THIS MEAN?

Overall shopping activity typically sees a gradual decline over the month of April. Early indicators suggest this trend to continue at a potentially steeper rate as shoppers leave the market due economic factors including increased unemployment and pending stimulus checks.

The progression of COVID-19 has wreaked havoc on the number of NEW shoppers entering the market. Seasonality typically dictates an uptick of NEW Daily Entrants around the tax deadline as shoppers file their taxes and receive potential refunds. With the delayed tax deadline and recommendations to stay-at-home extended through April, expect the number of NEW shoppers to lag thereby extending recovery.

WE’RE HERE TO HELP YOU KEEP A PULSE ON LOCAL AND NATIONAL TRENDS.

It is critical for you to know exactly what’s happening in your market right now. We’ve developed an Active Shopper Network® dashboard specifically for this time to help dealers see the daily, weekly, and monthly Active Shopper™ trends at the zip code level. We are offering free consultations to help dealers monitor shopper fluctuations in their market, anticipate trends and take action through precision targeting and advertising when the time is right for their dealership.

Your business requires that you have the freshest information and market insights available to make decisions for your business and the communities you serve. We’re here to help.

MORE ABOUT THE ACTIVE SHOPPER NETWORK®

Client Command’s patented technology allows us to connect cookies and devices to shopper identity. The Active Shopper Network® monitors 90% of internet connected devices across more than 61 billion URLs specific to automotive, including classified listing sites, dealership websites, OEM websites, automotive research sites, automotive Google searches and more. With a lens into online shopping activity across the entire internet, the Active Shopper Network® is uniquely positioned to offer dealers real-time insights into who has started shopping, stopped shopping or continued shopping in the past 24 hours.