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.
To guarantee the most objective portrayal of the current market, car shoppers were interviewed at a variety of dealerships, which included a mix of manufacturers, independent and franchise dealership types, luxury and non-luxury brands, and new and used.
If you have questions regarding this study or would like more information, please contact your AutoTrader.com Account Executive.
- Key Takeaways:
80% of car shoppers do not establish contact with a dealer prior to their initial visit.
Advertising drives one-fourth of dealer walk-in traffic. Half of which is driven by the Internet.