Half of new vehicle buyers and 58 percent of used vehicle buyers said that the web was the most influential information source in their purchase decision.
Polk and AutoTrader.com recently teamed up to conduct a study of recent buyers of new and used vehicles. To no surprise for us DealerRefreshers, the Internet has become an increasingly important component of the vehicle purchase process. Reaaally?
The results of the study provide insights into the role, influence and perceived usefulness of automotive websites in the vehicle purchase process, including:
- How the Internet compares to other information sources in terms of usage and influence
- Which sites (dealer, manufacturer, third-party) are most used during the shopping process
- The type of information that consumers expect to find online
The Polk/AutoTrader.com Automotive Buying Influence Study has a number of implications for dealers and auto manufacturers:
- Develop Internet strategies that deliver upon shopper needs
- Make sure your SEO and marketing strategies are solid
- Determine what drives walk-in traffic
I realize many of these “studies” can be on the self serving side but this one serves every ISM out there that continues to struggle when getting upper management to transition some of that traditional budget over to more effective new marketing mediums.