Delticom: Young Car Drivers Show a High Interest in Buying Tyres Online
HANOVER, Germany--25% of young Italian drivers can imagine buying tyres for their car online. 18-44 years old car drivers have a high tendency to purchase their tyres on the Internet. Most of questioned motorists are very pleased with the fact that they can order the tyres from home and easily compare prices. This is the result of the Delticom Report 2010 "tyres online", which is based on a representative study by Ipsos, Italy, on behalf of Delticom AG, Hanover, European leader in e-commerce of tyres for cars and motorcycles, amongst car drivers. Rainer Binder, CEO of Delticom AG, says: "Young car drivers in Italy apparently consider positively the advantages connected with an online tyre purchase, amongst a huge choice of tyres, like we offer it in gommadiretto.it, our online store in Italy.�??
“Young car drivers in Italy apparently consider positively the advantages connected with an online tyre purchase, amongst a huge choice of tyres, like we offer it in gommadiretto.it, our online store in Italy.”
One young Italian driver out of four can imagine buying tyres for his/her car online: 25% of motorists aged between 18 and 34 years and 23% of motorists aged between 35 to 44 years could imagine purchasing tyres on the internet. In general, 16% Italian motorists can imagine buying tyres online. This is the result of the Delticom Report 2010 "tyres online": the research is based on a representative study by Ipsos, Italy, on a sample of 1,000 Italian drivers aged between 18 and 651. The propensity to buy tyres online comes up with the lowering of the age; this means that tyre e-commerce has extraordinary growth potential in Italy.
According to the report, the main reason prompting the Italian drivers to think about an online purchase of tyres is the possibility to compare prices for different tyres (79% of those who can imagine buying tyres online), the second and third reasons are the possibility of ordering from home (78%) and the chance to find the lowest prices (77%). Other reasons for Italian drivers for buying tyres online are the range of choice (68%), the chance not to depend on opening hours of garages (66%), the chance to access extra contents (for example, user reviews, 62%) and the possibility to make the purchased product delivered to the garage (61%).
Delivery options
Among those who can imagine buying tyres online, a choice of preference has been given in the study about the delivery location. Therefore 45% would prefer to make the tyres delivered at their home and 45% would prefer to make the tyres delivered to their preferred garage; 44% would prefer to make the tyres delivered to a garage that has an arrangement with the online tyre provider. Especially women appreciate more the chance to get the tyres delivered to their preferred garage (59%).
Barriers against buying tyres online
According to the study Italy as a market still shows a cultural resistance to the purchase of items on the Internet (68% of those who would not buy tyres on the internet claims that they do not like buying online in general). The need for a personal relationship with the tyre dealer is a barrier to buy tyres online for 68%; the embarrassment of going to the garage with “stranger�?? tyres is a barrier to 48%. Only 20% did not know that it is possible to buy tyres on the Internet.
Delticom has an answer for every question and solves every "cultural barrier"
Like a traditional store, gommadiretto.it, Delticom’s online shop in Italy, guides the user/customer in choosing his/her right tyre: users can choose the tyres accordingly to the type, size, price range, brand and so on. The independent and international website http://www.provadellagomma.com provides almost 160,000 reviews of the tyre models published by the users: this is useful for those who want a suggestion, indications or simply a support for their decision.
The network of service partners is constantly growing and certainly an advantage for those, who want to choose a mounting partner online directly. Currently gommadiretto.it has more than 2.400 service partners in Italy.
1 The survey was carried out using the CATI (Computer Assisted Telephone Interview) technique. One thousand car drivers is the target, representing the whole population.