Survey Says: 53% of Car Buyers Use Internet To Help Finalize Purchase Decision

CHICAGO--In a recent survey conducted by DoubleClick Performics, the performance marketing division of DoubleClick Inc., results highlighted the expanding influence of the Internet, specifically local search, for consumers gathering information to make an automobile purchase. In the final days before purchasing an automobile, over half (53 percent) of consumers utilize the Internet as a primary source for gathering information, making the Internet the most prominent information source utilized by a consumers in deciding to purchase a vehicle.

While the vast majority (60 percent) of respondents would prefer to visit a dealership in person, more than half access the Web as an educational tool and employ it as part of their consideration process, providing dealers another avenue to educate consumers and potentially convert a search into a sale.

“Whether shoppers are gathering information three months in advance or narrowing their search three days before a purchase, the Internet is an ‘always on’ medium accessed by the majority of automotive consumers,” said Nick Beil, vice president of sales and account management, DoubleClick Performics. “More than ever, local dealers can benefit by using the Web not only as an educational tool, but to bring consumers into their virtual and brick and mortar showrooms.”

When narrowing their automobile search, roughly half of respondents said they would visit a wide variety of Web sites including consumer review sites, comparison sites, dealership sites, search engines and automobile company Web sites. The most common search terms entered into a search engine included: brand name and model at 73 percent followed by automobile functions, such as speed or safety at 61 percent. Importantly, other popular search terms included: state, city, zip code and dealership name, further demonstrating the influence of the Internet not only as an information gathering tool but also a significant tool impacting actual automobile purchases locally, offline.

“By implementing local search marketing strategies, there is opportunity for dealers to increase their contact with consumers,” said Beil. “While the automotive industry’s online advertising spend continues to rise, dealers utilizing search will improve their ability to impact consumers at every step in the purchase process.”

Methodology

These findings are from a random telephone survey conducted March 23-26, 2007 among a random sample of 1,034 adults. The results have a margin of error of plus or minus three percentage points among the total sample. Opinion Research Corporation of Princeton, NJ, conducted the fieldwork.

About DoubleClick Performics

At DoubleClick Performics we are constantly thinking forward about search and affiliate marketing. We do not merely anticipate the future of digital performance marketing; we are committed to the innovation and insights that create it. Our comprehensive suite of services provides advertisers with world-class solutions that combine technology, intelligence, experience and service that cannot be found anywhere else.

Focused on affiliate, paid search and natural search marketing, DoubleClick Performics has been dedicated to understanding the impulses and actions of the online consumer since 1998. DoubleClick Performics ensures that our clients’ marketing investments are more efficient and more effective, and our integrated approach to service delivers superior results across multiple channels.