Car Shoppers Who Browse the Internet Don't Skip Dealerships, Study Finds | Edmunds

Car Shoppers Who Browse the Internet Don't Skip Dealerships, Study Finds


Just the Facts:
  • A new study finds that car shoppers who spend the most time on the Internet shopping for a vehicle also visit the most dealerships prior to purchase.
  • The J.D. Power 2014 New Autoshopper Study released on Tuesday found that buyers who spend 12 hours or more on the Internet shopping for a car also visit more dealers.
  • The study found that Edmunds.com is one of the most frequently visited third-party sites for automotive Internet users.

WESTLAKE VILLAGE, California A new study finds that car shoppers who spend the most time on the Internet shopping for a vehicle also visit the most dealerships prior to purchase.

The J.D. Power 2014 New Autoshopper Study released on Tuesday found that buyers who spend 12 hours or more on the Internet shopping for a car also visit more dealers.

"There may be a notion in the marketplace that the more auto shoppers use the Internet to determine which vehicle to buy, the fewer dealers they are inclined to shop, yet we see just the opposite," said Arianne Walker, senior director of automotive media and marketing at J.D. Power, in a statement.

The study also found that Edmunds.com is one of the most frequently visited third-party sites for automotive Internet users.

Car shoppers are increasingly turning to mobile devices in their search, the study found.

Nearly one-third of those polled used a smartphone to conduct automotive research in 2014, up from 23 percent in 2013. Thirty percent said they use a tablet device, up from 25 percent year over year.

More shoppers are using multiple devices during the new-vehicle shopping process, the study found.

The trend toward gathering information digitally on mobile devices is one that "dealers need to accept and embrace," J.D. Power said.

The 2014 New Autoshopper Study is based on responses from more than 15,300 purchasers and lessees of new 2012 to 2014 model-year vehicles.

The Edmunds 2014 Car Shopping Trends Report found that 100 percent of smartphone owners surveyed say they used their device to perform some sort of car-shopping activity, typically for vehicle and pricing information.

On average, during the shopping process, purchasers will visit two dealers and take two test-drives.

Edmunds says: The way consumers shop for a new vehicle is changing, but kicking a few tires is still a key part of the process.

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