Here’s a statistical chart borrowed from the latest J.D. Power New Autoshopper.com Survey. I thought it was interesting to see KBB to have such a lead on the other sites. I thought for sure Edmunds would be closer behind.
I’d be interested in seeing this broken down by demographic locations and what content is being viewed the most on KBB. Are shoppers visiting KBB more frequently for new vehicle information or for trade-in evaluations?
It’s interesting and educational to what sites our shoppers are visiting and where they are gathering their information. I recommend taking an hour or so and visit these sites to get a feel and understanding of what your customers are viewing. This can help overcome objections that your customer might gather from these websites. We all know these sites are sometimes full of opinions and not so accurate information.