Consumers Prefer Online Services That Link Them to Nearby Dealers
19 January 2000
Consumers Prefer Online Services That Link Them to Nearby Dealers
Dealer Referral Model Rated Higher Than Other Car Buying Models According
To Online Survey
SANTA CLARA, Calif., Jan. 19 -- A recent nationwide survey of
online automotive consumers by Kenneth Hollander Associates, an independent
market research company, found that eight out of 10 surveyed prefer to be
referred to a dealership by an online buying service. On a 1 to 10 scale,
79 percent rated the dealer referral model between 8 and 10, and 44 percent
rated the dealer referral model the highest score of 10.
In contrast, buying directly on the Internet without any dealer contact
was rated a 10 by only 14 percent of those surveyed. The survey also showed
that consumer perception of how well each model allowed them to control the
car buying process strongly influenced their ratings of each model. These
independent findings reinforce the strength of Autoweb.com's business model of
linking informed consumers to its more than 5,000 Member Dealers.
Kenneth Hollander Associates, based in Atlanta, Ga., surveyed
1,459 Internet consumers nationwide via an online survey of Internet users.
The survey was part of a nationwide panel, which was fielded by NFO
Interactive, a leading online research firm, headquartered in Greenwich,
Conn. The respondents of the survey, in addition to being regular Internet
users, were also considering buying or leasing a new vehicle in the next
12 months.
"Mass market consumers are looking for enhanced control of the car buying
process yet they still seek human interaction for this significant financial
transaction," said Jim Wolfe, vice president of marketing at Autoweb.com.
"We believe that our process and our extensive network of quality
automotive retailers provide the experience that mass market consumers want.
We continue to test other models so that as the market evolves, we can
keep pace with changing consumer preferences."
Autoweb.com delivers in-depth, accurate vehicle information and research
to help potential buyers make informed car buying decisions. Autoweb.com
links informed consumers to certified automotive retailers who respond within
24 hours with a firm, fair price.
Other survey findings include:
-- 76 percent of consumers feel that it is important to speak with a live
person during the process of buying a car online;
-- 41 percent used the Internet when shopping for their last vehicle;
-- 56 percent plan to use the Internet as part of their next car purchase;
and
-- 44 percent prefer to use the Internet to research purchase options
before visiting a dealership.
Separately, Autoweb.com announced on Tuesday that it had achieved a number
one ranking for unique visitors for the second month in a row among online car
buying services. According to December audience data from independent auditor
Nielsen//NetRatings, Autoweb.com unique site visits were 56 percent higher for
the month than the nearest competitor.
About Autoweb.com
Autoweb.com is the leading consumer automotive Internet service that
guides consumers through every stage of vehicle ownership. From research and
buying to enjoying, maintaining and selling, Autoweb.com delivers what
consumers want. Starting with comprehensive, unbiased automotive research,
Autoweb.com also provides many options to buy new and used autos through its
auction, dealer referral and direct-to-consumer commerce channels. Autoweb.com
works with more than 5,000 Member Dealers and other commerce partners to
provide the best experience at every stage of vehicle ownership. For more
information, please visit http://www.autoweb.com.