The days of cruising the lot after a car dealer has closed are over. More and more, consumers are browsing the internet, both at home and on mobile devices, to make this big ticket purchase. In a study spanning 13 countries, we found that 65% used the internet as a primary or gateway resource, with 54% watching manufacturer videos to learn more before arriving at the dealership.

Published
October 2011
Topics

This study presents the attitudes and behaviours of new car buyers in 13 countries.

Key findings:

  • On a global level, the most important sources for researching a new automobile are auto dealerships, search engines and manufacturer websites.
  • 65 percent of new car buyers use search engines either as a primary or gateway to other sources.
  • Online video plays an increasingly important role in the purchase of new automobiles. 54 % watch online auto videos produced by manufacturers.
  • Mobile devices are becoming an important way for car buyers to conduct research.

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