CarbonBlack Tyre Scorecard reveals continued impact of online influences

CarbonBlack TyreXchange (CarbonBlack), Australia’s leading independent online marketplace for tyres and auto services, today released the findings of its latest Independent Tyre Brand Scorecard (Tyre Brand Scorecard) on consumer purchasing behaviour. The latest scorecard reveals a growing sophistication and awareness among consumers and tyre retailers that traditional advertising no longer has the same impact on consumers. Today social marketing (word-of-mouth) information, relevant point-of-sale marketing and consumer education are increasing in the ability to influence the purchase cycle

and are having a greater impact on consumer choice. These findings reinforce the value of both the internet and tyre dealer network importance for consumer tyre purchases.

The Tyre Brand Scorecard is an analysis of consumer relationship metrics on Australia’s leading tyre brands. It describes the consumer tyre buyer and their decision-making process. The analysis is based on transactional activity, consumer profiling and surveys from a sample of 7,000 consumers actively in the market to purchase tyres who utilised CarbonBlack TyreXchange in the period July 2007 – June 2008. For CarbonBlack’s founder and managing director, Ms. Jodi Stanton, the latest report identifies the continued growth of the social aspects of consumer behaviour when purchasing tyres and the growing awareness by consumer tyre retailers that people’s purchasing habits are permanently changing.

“The Tyre Brand Scorecard outlines that consumers are highly active in sharing feedback on tyres in an online social community. The most active responses are from those either very happy or very unhappy with their tyre purchases and this mirrors peoples’ loyalty patterns. Increasingly people are prepared to shift brands based on what other consumers are sharing in online communities,” she outlined. For a media interview or a full copy of the report please contact: Cathryn van der Walt, CarbonBlack TyreXchange - On behalf of Einsteinz Communications, Sydney, Australia, 0402 327 633, cathrynvanderwalt@einsteinz.com.au