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The average car buyer used to visit five dealerships. Now, with online research, that number has dropped to two.

McKinsey Advanced Industries, U.S., "Innovating automotive retail," Feb. 2014 and Google/TNS, U.S., Auto Shopper Study, Consumer Barometer n=526, 2016.

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Related Data

Over 70% of shoppers say online video has helped them learn more about an auto product they intend to buy.
Google/4A's/Ipsos

Mobile searches for “most reliable car(s)” have grown by over 70% in the past two years (e.g., “most reliable used cars,” “most reliable sports cars,” “most reliable car ever”).
Google

More than 40% of auto service shoppers need reactive versus routine maintenance.
Google/Critical Mix

> 95 %

While car sales today start online, more than 95% of purchases still happen at the dealership.
Hyundai
65%

of people who took their vehicle in for service first heard about the service center through video.
Google/Critical Mix

Search is the first place people turn when they need auto maintenance information quickly.
Google/Critical Mix