More than 40% of auto service shoppers need reactive versus routine maintenance.

Google/Critical Mix, U.S., Fixed Ops Study (n of 1,500 U.S. consumers 18+ who purchased parts and/or service in the past 6 months), 2017.

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Related Data

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

2017 Hyundai

Search is the first place people turn when they need auto maintenance information quickly.

2017 Google/Critical Mix

Search is the first place drivers turn when they need information quickly.

December 2017 Google/Critical Mix

When buying a car, search is the most commonly used source, including word-of-mouth, TV ads, and even dealer visits.

December 2017 Kantar TNS/Google
95

of vehicle buyers use digital as a source of information. In fact, twice as many start their research online versus at a dealer.

Jan. 2017 Google/comScore

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

Dec 2016 McKinsey/Google