Another advertising consideration[I]More Internet shoppers using tablets to shop for cars [/I]
Among new-vehicle buyers who use the Internet to shop for a car, one-half are open to any brand when they begin to shop, and more than one-half of Gen Y buyers (20-30 years old) will consider any brand.
The study from J.D. Power and Associates also found that 79 percent of new-vehicle buyers use the Internet for research while shopping.
With Gen Y buyers an increasing part of the market, the digital presence of the brand through mobile advertising and content across mobile-accessible sites and apps may be a great way to reach [them], says Arianne Walker, senior director, automotive media and marketing at J.D. Power.
Although Internet car buyers still use a computer most often to gather information, tablet and smart phone usage has dramatically increased in the past year. For the first time, there are more shoppers using tablets (25 percent) than smart phones (23 percent).
Which sites do they use? Almost all Internet shoppers visit automaker sites, and nearly as many visit dealer sites (83 percent) or third-party sites (80 percent), with Consumer Reports, Edmunds.com and Kelley Blue Book the most frequently visited. The study showed that Internet shoppers find third-party and manufacturer sites more helpful than dealer and social media sites or apps.
The shopping process takes about four months for these buyers and only 19 percent of them access dealer ratings or reviews before they buy.Download Bulletin PDF