Autoshopper Study Reveals Buyers’ Digital Use

J.D. Power - October 1, 2012

The lat­est J.D. Pow­er and Asso­ciates 2012 New Autoshop­per StudySM  ana­lyzes how new-vehi­cle buy­ers use dig­i­tal devices and which web­sites and apps are used to gath­er infor­ma­tion pri­or to pur­chase.

Learn more about what the lat­est study reveals.

Over­all, 79 per­cent of new-vehi­cle buy­ers use the Inter­net (also referred to as Auto­mo­tive Inter­net Users, or AIUs) to research their vehi­cle pur­chase.

The study finds that buy­ers go online near­ly as soon as they decide to buy a new vehi­cle, and 59 per­cent of AIUs nar­row their con­sid­er­a­tion list to one mod­el dur­ing the final week before the actu­al pur­chase.

While near­ly all (99%) AIUs use a desktop/laptop com­put­er at some point in their shop­ping process, near­ly 30 per­cent use mul­ti­ple devices, includ­ing desk­tops, smart­phones and/or tablets. The study finds that 20 per­cent of AIUs use a smart­phone to gath­er infor­ma­tion while shop­ping for a new vehi­cle, and 18 per­cent use a tablet.

The vast major­i­ty (98%) of AIUs vis­it man­u­fac­tur­er web­sites dur­ing their shop­ping process, fol­lowed by third-par­ty web­sites (81%); deal­er web­sites (73%); and social media sites (5%).

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