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.
If you have questions regarding this study or would like more information, please contact your AutoTrader.com Account Executive.
- Key Takeaways:
Only 14% of new and 7% of used car buyers used Facebook to help them shop for the vehicle they recently purchased. 5% or less used Facebook to look for vehicles listed for sale.
Less than 10% of new or used buyers visited a dealer’s profile page on Facebook, and less than 6% visited an OEM’s profile page prior to making a purchase.