Survey: 60% Of Car Buffs Buy Online

LAS VEGAS--A nationwide survey of more than 600 auto enthusiasts reports that 85 percent of them use the Internet as a source of information and ideas for car and truck improvement and modification projects, and 60 percent have actually purchased parts online.

The Specialty Equipment Market Association (SEMA) and website GR8RIDE.com commisioned the study, which was conducted last week by Beta Research, to assess attitudes towards the Internet among specialty and custom auto parts buyers. Those surveyed are subscribers to automotive publications.

“The research indicates that the Internet has become a major resource for automotive enthusiasts seeking information as well as actually purchasing automotive parts and accessories,” said Charles R. Blum, president of SEMA. “The data suggests that these consumers are shifting to the Internet in their shopping habits, thereby creating a great opportunity for online automotive sites to establish a new marketplace for automotive enthusiasts.”

Other highlights of the study include:

• 69 percent of auto enthusiasts look to the Internet for information before beginning a project.

• More than 50 percent have accessed the Internet at least 20 times in the past 30 days, while about 50 percent spend at least 5 hours a week on the Internet.

• More than 50 percent visit online auto parts, auto manufacturer and auto project sites.

• About 50 percent use the Internet to showcase their finished vehicles.

• On average, auto enthusiasts spend $6,600 a year on specialty parts.

• Auto enthusiasts who have purchased parts online shop 37 percent more often than those who have not purchased parts online.

• Auto enthusiasts who purchase parts online spend 21 percent more on their projects than those who do not purchase parts online.

“Consumers see the positive impact the Internet is making by simplifying the way they purchase specialty and custom auto parts,” said George Vrabeck, chief executive officer at GR8Ride.com. “In that way Internet technology is enhancing their experience in many more personal and lasting ways.”