Internet Primary Source for Car Buying Research
BizReport passes on word that, “Over half, 53 percent, of consumers surveyed by DoubleClick Performics used the internet as their primary source for gathering information on automobiles when considering a purchase. The majority, 60 percent, would still prefer to visit a bricks and mortar dealership in person.”
Isn’t the Internet the primary source for research, period, these days? And, heck, I researched my first new car purchase online way back in 1998. The irony is that the services, especially Edmunds.com, have actually become less useful over time than they were then as they attempt to monetize their service.
It’s rather obvious, too, that people will continue to visit dealerships. Once I’ve narrowed by selection to two or three models, I still want to test drive the cars. Indeed, it’s astounding that 40 percent don’t prefer to do that.