TPS Social Media and Connectivity Report
The following report examines the results of a survey that was emailed to truck/trailer dealers (including vehicle service) and parts distribution/repair facilities, specifically those that subscribe to Truck Parts & Service and Successful Dealer (now combined under the brand: TPS, Trucks Parts Service).
TPS Social Media and Connectivity Report 2022-2023 SURVEY
2022-2023 TPS Social Media and Connectivity Report Table of Contents Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3 On a scale of 0 to 10 (where 0 = never and 10 = constantly), how frequently do you use these voice-activated assistants? . . . . . . . . .10 Introduction Which of the following devices do you use to access the Internet? . . . .11 What is your primary job description? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4 Which do you use most often to access the Internet? . . . . . . . . . . . . . . . .11 What is your age? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4 What type of smartphone apps do you use you use regularly? . . . . . . .11 Please specify your ethnicity: . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4 Do you listen to podcasts? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 Please specify your gender: . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4 Which of the following do you stream using audio on your device? . . . .12 Dealers: How many locations does your dealership corporation operate? . . .5 If you stream music from your device, Which best describes your role within the dealership? . . . . . . . . . . . . . . . . . . .5 which of the following options do you use? . . . . . . . . . . . . . . . . . . . . . . . . . 12 Distributors: How many locations does your company operate? . . . . . . . . . .6 Do you own a TV that has streaming capabilities (connected to internet)? . 13 Please check the activity best describing the primary business at this location . .6 Which device(s) is used for watching shows, movies, sports, videos, etc .? . 13 Which best describes your role within the company? . . . . . . . . . . . . . . . . . . . .6 Which streaming movie/TV services do you use? . . . . . . . . . . . . . . . . . . . .13 Industry News and Information Sources Social Media On a scale of 0 to 10 (where 0 = never and 10 = constantly), Do you use any of these online network resources? . . . . . . . . . . . . . . . . .14 how frequently do you use the following sources of information On a scale of 0 to 10 (where 0 = never and 10 = constantly), about the trucking industry? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7 how frequently do you use these social media platforms to get In which of the following ways do you get industry news? . . . . . . . . . . . . .8 information about the trucking industry? . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 In which of the following ways do you most often get industry news? . . .8 What is the main reason you use social media? . . . . . . . . . . . . . . . . . . . . .16 When looking for equipment or services information from companies Which types of social media content do you engage (like, share, online, which of the following are you most likely to try first? . . . . . . . . . .9 comment) with the most? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 Personal Technology Usage Do you use your smartphone to access social media services? . . . . . . . .16 When live chat (live customer support) is offered What type of trucking-related videos do you like? . . . . . . . . . . . . . . . . . .17 on a website how frequently do you use it? . . . . . . . . . . . . . . . . . . . . . . . . . . .9 How frequently do you take an action (visit a website, Which of the following voice-activated assistants do you use? . . . . . . .10 share the video, search) after watching a video? . . . . . . . . . . . . . . . . . . . . . 17 2
2022-2023 TPS Social Media and Connectivity Report Methodology The following report examines the results of a survey that was emailed to TPS subscribers . The purpose of the survey was to gather information on how TPS readers use current technologies, such as smartphones, mobile devices, computers, digital magazines and social media . A total of 106 completed surveys (48 truck or trailer dealers and 58 parts distributors/repair facilities) were returned and are included in this report . © 2022 Randall Reilly . All rights reserved . Except as expressly authorized by statute or by a written permission from Randall Reilly, no part of this publication (whether in print or electronic form) may be reproduced, distributed or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording, scanning or typing in, without permission in writing from Randall Reilly . Requests for permission to make copies of any part of this publication should be mailed to: Attn: Copyright Request, Randall Reilly, 3200 Rice Mine Road NE, Tuscaloosa, AL 35406, USA . For the sake of clarity, you may not copy this publication (or any portion of it) without our permission . For example, you cannot copy this publication (or any portion of it) for the purposes of distributing (handing out) copies, whether or not you give the copies away for free or for money . Also, the law prohibits taking our work and modifying it or manipulating it (such as rewording, rewriting, editing, incorporating with other material, etc .), and we request that you respect that right provided to us by statute . Should you have any questions, we encourage you to contact us . 3
2022-2023 TPS Social Media and Connectivity Report Introduction What is your primary What is your age? job description? 45% Up to 34 .......4% TRUCK OR 55% TRAILER PARTS Truck or trailer dealer (including vehicle service) ... 48 DEALER DISTRIBUTION/ 35-54 ........25% Parts distribution/repair facility ..................... 58 REPAIR FACILITY 55 or older ...72% TOTAL RESPONDENTS �����106 Please specify your gender: Please specify your ethnicity: Male �����93% White �������������������������������������������92% Female ����7% 2% 2% Hispanic or Latino ���������������������������������2% 4% Black or African American ��������������������������2% Native American or American Indian ����������������0% Demographics Asian/Pacific Islander ������������������������������0% 92% skew White, Punjabi �������������������������������������������0% 55+ and male Other ��������������������������������������������4% 4
2022-2023 TPS Social Media and Connectivity Report Introduction Dealers: How many locations does your dealership corporation operate? 1 ���������������������27% 4% 77% of dealers 2-5 �������������������23% 27% 4% have 1-10 locations 6-10 ������������������27% 11-15 �������������������4% 23% 15% 16-20 �������������������4% 21-25 ������������������0% 27% More than 25 ����������15% Which best describes your role within the dealership? Owner/chief executive ��������������������21% Parts/Service �����������������������������21% Corporate management �������������������15% New truck sales ��������������������������11% Marketing ����������������������������������6% Purchasing ���������������������������������4% Used truck sales ����������������������������4% Trailer sales ��������������������������������4% Technician ����������������������������������2% Branch manager ����������������������������2% Operations (accounting, safety, HR, etc .) . . . .2% Finance ������������������������������������0% Other ���������������������������������������6% 5
2022-2023 TPS Social Media and Connectivity Report Introduction Distributors: How many Please check the activity best locations does your describing the primary business company operate? 5% at this location: 1 �����������������36% 3% Heavy duty truck/trailer distributor ����������31% 2-5 ���������������28% 17% 2% Truck stops ���������������������������������28% 6-10 ��������������17% 9% Construction/refuse/bus in-house service ���21% 11-15 ���������������5% 28% Heavy duty specialized equipment distributor . .9% 16-20 ���������������3% 36% Heavy duty truck/trailer dealer ����������������7% 21-25 ��������������2% More than 25 ��������9% Independent repair garage ��������������������3% Which best describes your role within the company? Owner/chief executive ��������������������38% Sales �������������������������������������24% Branch manager ��������������������������12% Purchasing ���������������������������������7% Service Operations �������������������������7% Technician ����������������������������������5% Marketing ����������������������������������3% Operations (accounting, safety, HR, etc .) . . . .3% Other ���������������������������������������0% 6
2022-2023 TPS Social Media and Connectivity Report Industry News and Information Sources On a scale of 0 to 10 Supplier websites �������������������������7.4 Email newsletters �������������������������6.8 (where 0 = never and Magazine/Trucking industry websites �������6.7 10 = constantly), how Digital magazines �������������������������5.9 In-person meetings and conventions ��������5.3 frequently do you use Webinars ���������������������������������4.5 the following sources Video ������������������������������������4.5 Social Media ������������������������������4.4 of information about Virtual meetings and conventions ����������3.9 Radio/satellite radio �����������������������2.7 the trucking industry? Podcasts ���������������������������������2.3 0 - Never 1 2 3 4 5 6 7 8 9 10 - Constantly Supplier websites 3% 3% 3% 0% 4% 9% 9% 13% 16% 8% 31% Email newsletters 2% 5% 4% 5% 5% 9% 8% 16% 13% 14% 20% Magazine/Trucking industry websites 3% 5% 4% 3% 8% 8% 9% 10% 22% 8% 20% Digital magazines 8% 6% 3% 6% 4% 17% 9% 8% 21% 8% 12% In-person meetings and conventions 11% 5% 8% 2% 8% 16% 10% 14% 11% 5% 9% Webinars 19% 6% 8% 11% 6% 7% 10% 7% 17% 5% 5% Video 17% 4% 8% 8% 13% 16% 8% 8% 6% 6% 8% Social Media 23% 10% 7% 6% 3% 10% 8% 8% 8% 7% 11% Virtual meetings and conventions 23% 8% 10% 8% 8% 10% 8% 7% 11% 5% 3% Radio/satellite radio 37% 13% 12% 6% 5% 7% 4% 6% 5% 4% 3% Podcasts 47% 10% 6% 11% 3% 6% 3% 7% 2% 3% 3% 7
2022-2023 TPS Social Media and Connectivity Report Industry News and Information Sources In which of the following ways do you get industry news? (Check all that apply) Email newsletter ������������������77% Magazine/Trucking industry websites � 75% Digital magazines �����������������54% Google search ��������������������52% Social Media ����������������������29% YouTube ��������������������������21% Podcasts ���������������������������7% Satellite radio �����������������������4% Does not apply ����������������������0% In which of the following ways do you most often get industry news? (Check only one) Email newsletter ������������������35% Magazine/Trucking industry websites � 23% Digital magazines �����������������14% Social Media ������������������������5% Google search ����������������������4% Satellite radio �����������������������0% Podcasts ���������������������������0% YouTube ����������������������������0% Does not apply ����������������������1% 8
2022-2023 TPS Social Media and Connectivity Report Industry News and Information Sources When looking for equipment or services information from companies online, which of the following are you most likely to try first? (Check only one) 1% Click a link with a company’s name ����������������������������������15% 3% Search a directory ��������������������������������������������������6% 3% Review articles about products ��������������������������������������6% 68% Web search (such as Google) ���������������������������������������68% 15% Click on a banner ad ������������������������������������������������1% View a video �������������������������������������������������������2% 6% Other �������������������������������������������������������������0% 6% None of the above ��������������������������������������������������3% When live chat (live customer support) is offered 68% use on a website how frequently do you use it? search engines Always ����������������������1% for equipment Very frequently �������������8% or services Occasionally �������������� 35% Rarely ��������������������� 18% information, Very rarely ���������������� 20% first Never ��������������������� 19% 9
2022-2023 TPS Social Media and Connectivity Report Personal Technology Usage Which of the following Alexa ���������������������������������������������25% voice-activated Google Home ������������������������������������17% assistants do you use? Siri ������������������������������������������������28% Other �����������������������������������������������1% (Check all that apply) I don’t use any voice-activated assistants �����49% On a scale of 0 to 10 (where Alexa ��������������4.6 0 = never and 10 = constantly), Google Home �������5.6 how frequently do you use these Siri �����������������5.5 voice-activated assistants? Other ��������������1.0 0 - Never 1 2 3 4 5 6 7 8 9 10 - Constantly Alexa 0% 8% 19% 8% 19% 12% 12% 8% 8% 4% 4% Google Home 0% 0% 17% 11% 11% 11% 6% 17% 17% 6% 6% Siri 0% 0% 14% 17% 3% 21% 10% 3% 17% 10% 3% Other 0% 100% 0% 0% 0% 0% 0% 0% 0% 0% 0% 10
2022-2023 TPS Social Media and Connectivity Report Personal Technology Usage Which of the following Which do you use most devices do you use to access often to access the Internet? the Internet? (Check all that apply) Handheld device ��������68% Desktop computer �������44% 36% Laptop computer ��������67% Laptop computer ��������36% 16% Desktop computer �������64% Handheld device ��������16% 44% Tablet computer� � � � � � � � � 32% Tablet computer� � � � � � � � � � 4% 4% What type of smartphone apps do you use you use regularly? (Check all that apply) Weather 71% Sports 23% News 61% Routing 19% Social media 56% Job apps 14% Music & audio 52% Books 13% Work-related 48% Magazines 11% Video 33% Truck stops 6% Travel 30% Truck parking 5% Personal finance 28% My fleet’s app 5% Games 25% Other 2% Health 25% I don’t use any apps 9% 11
2022-2023 TPS Social Media and Connectivity Report Personal Technology Usage Do you listen Which of the following do you stream to podcasts? using audio on your device? Yes .................24% Music ������������������71% No ..................76% Sports �����������������20% Podcasts ��������������17% 24% Other ��������������������5% YES None of the above ���24% 76% YES If you stream music from your device, which of the following options do you use? 71% stream Pandora ���������������40% music, primarily Spotify ����������������28% via Pandora iHeartRadio �����������20% and Spotify Apple Music ����������11% Other ������������������36% 12
2022-2023 TPS Social Media and Connectivity Report Personal Technology Usage Do you own Which device(s) is used for watching a TV that shows, movies, sports, videos, etc.? has streaming Roku �������������������43% capabilities Amazon Fire TV ������25% (connected Apple TV ��������������14% to internet)? Chromecast �����������12% Android TV �����������10% Xbox ���������������������2% Yes .................87% Other ������������������27% No ..................13% Which streaming movie/TV services do you use? 13% Netflix �����������������77% NO Amazon Video ��������56% Hulu �������������������47% 87% Disney+ ���������������45% YouTube TV �����������35% YES Apple TV/iTunes �����15% Pluto TV ����������������9% Other ��������������������9% Samsung TV Plus ������8% Sling TV �����������������5% DirecTV Now �����������4% Google Play ������������4% Quibi ��������������������0% None ��������������������7% 13
2022-2023 TPS Social Media and Connectivity Report Social Media Do you use any of these online network resources? (Check all that apply) YouTube ��������������������������59% Facebook �������������������������58% LinkedIn ��������������������������56% Instagram ������������������������25% Twitter ���������������������������16% TikTok ����������������������������12% Pinterest �������������������������11% Reddit ������������������������������7% Twitch ������������������������������1% Other �������������������������������0% None of the above ���������������11% YouTube, Facebook and LinkedIn are the top 3 social media platforms. 14
2022-2023 TPS Social Media and Connectivity Report Social Media On a scale of 0 to 10 LinkedIn ����������6.5 (where 0 = never and Facebook ���������5.9 10 = constantly), how Instagram ��������5.6 frequently do you use YouTube ����������5.1 Reddit ������������4.0 these social media Twitter �����������3.9 platforms to get TikTok ������������3.8 information about the Pinterest ���������2.6 trucking industry? Twitch ������������0.0 0 - Never 1 2 3 4 5 6 7 8 9 10 - Constantly LinkedIn 9% 5% 9% 6% 3% 15% 6% 7% 12% 10% 17% Facebook 7% 3% 10% 5% 3% 25% 7% 5% 8% 7% 24% Instagram 4% 4% 4% 11% 11% 26% 7% 7% 7% 0% 19% YouTube 5% 8% 8% 13% 5% 17% 11% 10% 13% 2% 10% Reddit 14% 29% 0% 14% 0% 14% 0% 0% 14% 0% 14% Twitter 12% 12% 6% 18% 12% 24% 6% 0% 0% 6% 6% TikTok 23% 0% 15% 23% 0% 8% 8% 8% 8% 0% 8% Pinterest 25% 0% 42% 8% 0% 17% 0% 0% 8% 0% 0% Twitch 100% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 15
2022-2023 TPS Social Media and Connectivity Report Social Media What is the main reason you use social media? Do you (Check only one) 4% use your To connect and keep in touch with friends and family � 38% 2% smartphone To find the latest news ����������������������������31% 23% 2% to access To make professional and business contacts ���������23% social media Other ����������������������������������������������4% 31% 38% services? To follow thought leaders or celebrities ���������������2% To share videos and photos ��������������������������1% Yes .................83% To make new friends ��������������������������������0% No ..................17% Which types of social media content do you engage (like, share, comment) with the most? (Check only one) 17% NO News articles ��������������������52% 83% Videos ���������������������������40% YES Pictures ��������������������������39% Industry research � � � � � � � � � � � � � � � � � 28% I don’t engage with social media ��21% Jokes �����������������������������16% Deals and coupons ���������������13% Polls �����������������������������11% Contests/Giveaways ����������������9% On social media, news and videos Questions ��������������������������9% create the most engagement. Quotes �����������������������������7% Other �������������������������������4% 16
2022-2023 TPS Social Media and Connectivity Report Social Media What type of trucking-related videos do you like? (Check all that apply) Technical how-to ............................60% Business how-to .............................42% Custom trucks ...............................36% Drive tests and other equipment info ..........35% Interviews with trucking experts ..............26% I don't look at trucking related videos ..........19% Interviews with drivers .......................10% Entertainers and other celebrities ..............7% How frequently do you take an action (visit a website, share the video, search) after watching a video? Never ...............8% 64% likely to Rarely ............23% take action after Occasionally ......48% watching a video Often ...............8% Frequently ..........8% Does not apply ......7% 17
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