August 18, 2006, 12:00 AM

New vehicles buyers prefer real web photos, study says

90% of motor vehicle shoppers would prefer to view actual photos online of new vehicles currently on the dealer`s lot, rather than view stock photography of the actual vehicle they are interested in buying, says a new study from Kelley Blue Book Co.

Paul Demery

Managing Editor, B2B E-commerce

90% of vehicle shoppers would prefer to view actual photos online of new vehicles currently on the dealer`s lot, rather than view stock photography of a vehicle they are interested in buying, says a new study from Kelley Blue Book Co.

When it comes to purchasing a used vehicle, viewing photos of the exact vehicle, its options, condition and mileage help a potential buyer make a purchase decision, Kelley says. Today, most dealerships use stock photography of new vehicles provided by the manufacturer to showcase current model-year vehicles.

But Kelley market research reveals that nearly 70% of new vehicle shoppers are turning to the Internet for new vehicle research. Nearly half of these shoppers visit at least one dealership web site during the research process, making the information found on the dealer`s site crucial in garnering a new customer. In fact, 74% of vehicle shoppers say they are more likely to visit a dealership if they are able to view a picture of an actual vehicle currently available on the lot, rather than stock photography. Another 53% would be more likely to buy that particular vehicle from a dealership offering actual photos of in-stock vehicles, according to the Kelley study.

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