Internet Is Making Car Shopping More Efficient As Role Of Traditional Media Declines, According To A Polk Study Commissioned By AutoTrader.com
The results of the 2013 Polk Automotive Buyer Influence Study indicate that car buyers are spending less time shopping overall but are devoting more of their shopping time to the Internet.
2011 AutoTrader.com User Profile
AutoTrader.com conducted this study to better understand our typical website user (why do they visit the site, how engaged are they with the site, what vehicles are they shopping for, etc). A total of 4,324 AutoTrader.com users were interviewed between January and December 2011.
2011 New Luxury Vehicle Loyalty Study
Polk and AutoTrader.com analyzed patterns for buyers of six core luxury brands—Acura, Audi, BMW, Cadillac, Lexus and Mercedes-Benz – to better understand luxury automotive consumers and the reasons for their brand loyalty or defection decisions. Survey data was completed over telephone with a total of 1,485 U.S. luxury buyers from September 2011 to November 2011 and combined with Polk household loyalty data (which leverages vehicle registration data from June 2010 to May 2011) to provide manufacturers and dealers with in-depth insight into the luxury segment.
Display Advertising Best Practices
AutoTrader.com partners with Dynamic Logic and Insight Express to conduct online intercepts measuring the impact of advertising campaigns on brand metrics (i.e. awareness, favorability, purchase intent, messaging, etc).
2011 Polk Automotive Buyer Influence Study
AutoTrader.com partnered with Polk to better understand what media sources influence new and used car buyers prior to purchase. A total of 2,005 New Buyers and 2,000 Used Vehicle Buyers who purchased during June 2010 and July 2010 were interviewed for this study to provide manufacturers and dealers with in-depth insight into the vehicle shopping process.
Online Automotive Shopping Dynamics
To better understand the impact social media (particularly Facebook) has on the vehicle shopping process, AutoTrader.com Inc. partnered with Morpace Inc., a global market research company, to conduct an online survey among recent buyers of new and used vehicles in the U.S. marketplace. A total of 1,674 vehicle buyers were interviewed (751 new-vehicle buyers and 923 being used-vehicle buyers). These buyers had to have purchased or leased a vehicle in the last six months between July 2011 through December 2011 and had to be involved in the vehicle purchase decision.
2011 AutoTrader.com/Morpace CPO Study
AutoTrader.com partnered with Morpace (an independent marketing research firm) to better understand shopper familiarity with Certified Pre-owned vehicles. A total of 900 interviews were collected during October 2011 among consumers currently in-market for a vehicle and planning to purchase within the next 6 months.
2008 Dealer Walk-in Study
In July 2008, Northwood University and AutoTrader.com teamed up for a groundbreaking study to measure the impact that advertising has on dealer walk-in traffic and to determine how walk-in customers initially establish contact with dealerships (i.e., phone, e-mail or walk-in). With the help of Northwood University students and Morpace Inc., a global market research company, car shoppers were interviewed as they exited dealerships all across the U.S.
Shopper Frame of Mind
AutoTrader.com conducted this study to better understand the trigger events that send consumers into market to purchase a vehicle and the steps they take in the shopping process. A total of 1,500 vehicle buyers (new and used) were interviewed within 3 months of their most recent vehicle purchase.
Shopper Types Research
AutoTrader.com conducted this study to identify segments among vehicle shoppers and to understand the key characteristics that differentiate each segment. A total of 2,000 interviews were collected among consumers currently shopping for a vehicle.