Print and online newspaper still best for attracting used buyers

Print and online newspaper still best for attracting used buyers

It may be the age of new media, but print and online newspapers are still the best way to reach used vehicle buyers, according to CNW Marketing Research, which specializes in analyzing how consumers use media to make vehicle purchase decisions.

In its latest report on the subject, the Eugene, Oregon, based firm notes that some 70 percent of all buyers rely on newspaper media when it comes to deciding on where to buy a used vehicle, far outdistancing the Internet, which accounts for only 12.4 percent of would-be buyers going to a dealership. Indeed, CNWMR reports that the Internets importance has remained stagnant since it last took a look at the measure of the medias importance in 2006.

What has gained some traction with would-be used car buyers is social media sites, like Facebook and MySpace, CNWMR reports. It found that some 6.5 percent of potential buyers use the media for research purposes.

What works, what doesnt on vehicle shopping sites?

CNWMR also reports on the efficacy of vehicle shopping sites and in its latest reports it proves the old adage that you get what you pay for.

It found that when it comes to the accuracy of the vehicle description, paid sites far outdistance non-paid:

Craigslist (free) 46.2%

eBay (paid) 27.8%

Local ad (free) 24.8%

Social Network (free) 14.2%

Local ad (paid) 13.1%

AutoTrader (paid) 10.6%

It also found that time to sell was shortest with accurate and paid ads

Social network 8.2 weeks

Craigslist 6.9 weeks

Other online shopping 6.2 weeks

Park and sell lots 5.3 weeks

Local unpaid ads 5.2 weeks

AutoTrader 4.6 weeks

eBay 3.7 weeks

local ad (paid) 2.1 weeks