For more than half of car buyers, the web is the last stop before buying
53% of car buyers use the Internet as their primary source of information during the final days before purchasing a vehicle, DoubleClick Performics reports in a new study conducted for it by Opinion Research Corp.
The study notes that, while narrowing their search for a vehicle, about half of car buyers visit a variety of web destinations including consumer review sites, comparison sites, dealership sites, search engines and automobile manufacturers’ sites.
The study, based on a survey of 1,034 adults in March 2007, also notes the most common search terms used while preparing to purchase a vehicle. 73% of respondents said they searched on brand name and model, while 61% cited automobile features like speed or safety. Other popular search terms include state, city, ZIP code and dealership name, indicating the role the web plays in connecting shoppers with local dealers, the study says.
“Whether shoppers are gathering information three months in advance or narrowing their search three days before a purchase, the Internet is an ‘always on’ medium accessed by the majority of automotive consumers,” says Nick Beil, vice president of sales and account management, DoubleClick Performics. “More than ever, local dealers can benefit by using the web not only as an educational tool, but to bring consumers into their virtual and brick and mortar showrooms.”
DoubleClick Performics, a unit of DoubleClick Inc., provides marketing and performance-measurement services related to affiliate networks and Internet search marketing.
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