Search remains the most commonly used research tool when buying a car.

Kantar TNS/Google, U.S., “The Drive to Decide 2017,” n=600 online consumers who have bought a new car within the last 12 months, 2017.

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On average, new car buyers visit two dealerships before making a purchase.

September 2018 Googe/KANTAR TNS
60

of automotive searches come from a mobile device.

December 2017 Google Data

Watch time of “test drive” videos on YouTube has grown by more than 65% in the past two years.

March 2019 Google Data
92

of car buyers research online before they buy.

December 2018 Google/Kantar TNS
64

of shoppers who watch online videos to inform their purchase say new formats like 360° video would convince them to buy a car without a test drive.

December 2018 Google/Kantar TNS

Branded auto videos on YouTube grew from a 4% monthly share of views to 7% YOY.

December 2018 Pixability/Google