First Automotive Study of Both Consumers and Dealerships
Digital Air Strike™, leading full-service automotive social media and online reputation management company has published the industry’s first 2012 Automotive Dealership Social Media and Online Reputation Study. Findings demonstrate that automotive dealerships need to increase engagement with car shoppers online during the car buying process, as the study shows the importance placed on these networks by consumers.
The study surveying 275 car buyers in the last 6 months revealed that the top four review sites used to determine dealership selection, as ranked by consumers in the study, were: Edmunds (22%), Cars.com (20%), and Yelp and Google Reviews (both at 19%).
- 69% of consumers said social media sites helped their vehicle purchase decision
- 68% of car shoppers said that dealership reviews impacted which dealership they visited when shopping for a vehicle
- 50% of consumers said that reading reviews affirmed their original choice of dealership, and 18% of consumers said they either selected a dealership based on the reviews they read or changed their choice of dealership after reading reviews on multiple dealerships
Findings from the study survey 600 automotive retailers include that the majority of dealers who try to manage social media activities in-house are not effectively leveraging social media as a communications channel. In fact, 90% of the auto dealerships that manage social media marketing in-house did not respond to negative online reviews and 95% did not respond to positive reviews, despite the growing importance placed on reviews by consumers during their dealership selection process.
“This ground-breaking study highlights the importance of social networks and review sites in the car buying process,” said Alexi Venneri, co-founder, CMO and COO-Social Media of Digital Air Strike. “Dealers who work with a social media partner can gain a significant advantage from increases in consumer engagement and related website traffic””
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