January 8, 2008, 12:00 AM

Web videos motivate new car buyers

Though 29% of new car buyers watch related videos on YouTube, a J.D. Power survey finds smaller sites draw more interest from consumers in the market for a smaller new car, truck or sport utility vehicle.

Don Davis

Editor in Chief

Web videos are playing a bigger role in online car shopping, says a new report from consumer research firm J.D. Power and Associates.

The report, based on a random sampling of 10,883 car buyers who purchased a new vehicle in the first quarter of 2007, finds that 54% of consumers use web-based videos to research the purchase of a new car. And compared with the average new vehicle buyer, shoppers of large premium sport vehicles are more than two times more likely to visit an automotive blog and video web site, the study says.

The most frequently used site is YouTube, followed by Google Video, says J.D. Power. Though 29% of new car buyers watch related videos on YouTube, the J.D. Power survey finds that smaller sites draw more interest and use from consumers in the market for a smaller new car, truck or sport utility vehicle.

For instance, web video sites such as Spike/ifilm, MSN Video and Yahoo! Video reach a greater proportion of compact crossover utility vehicle buyers than does YouTube, says J.D. Power. “Smaller video-sharing sites attract a higher concentration of compact CUV buyers, which can make such sites more effective in targeting these buyers with relevant automotive advertising,” says J.D. Power director of marketing and media research Arianne Walker. “More new vehicle buyers are viewing video on the web, and advertisers could benefit from staying on top of this growing trend.”

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