1. 68% of consumers say they will do most or all of their vehicle purchase process online in the future. 80% think it’s a good or great idea to buy entirely online. (Cox Automotive)
2. When researching online, 46% of car shoppers use multiple devices. (Autotrader)
3. 38% of current car shoppers expect to complete the entire buying process online, with another 38% intending to purchase a vehicle in person but complete all paperwork online. (FindTheBestCarPrice.com)
4. Third-party sites are the most used sites for car shopping, used by 78% of shoppers. (Autotrader)
5. EV consumers are more digital-focused, with 87% of new vehicle buyers open to purchasing a vehicle fully online. (Cox Automotive)
6. Nearly 1 in 5 new vehicles were pre-ordered in 2022. (Cox Automotive)
7. Consumers who conducted research online first were able to cut down the actual time spent at dealerships buying a car to just 2 hours. (FindTheBestCarPrice.com)
8. 79% of consumers are more satisfied with pre-order experience compared to buying a vehicle off the dealership lot in the past. 72% say they will pre-order again for their next vehicle. (Cox Automotive)
9. Search is the first place drivers turn to when they need information quickly. (Think with Google)
10. Over 70% of shoppers say online video has helped them learn more about an auto product they intend to buy. (Think with Google)
11. Nearly half of car buyers walk in dealerships because they either want to browse options in person (31%) or are looking for more information they can’t find online (13%). (Capital One)
12. When looking to buy, Millennials consider slightly more vehicles on average than Baby Boomers. Millennials also usually take longer to decide what car to buy than Baby Boomers, an average of 16.9 vs 15.7 weeks. Millennials invest more time in the actual buying process as well, almost four and a half hours more on average. (J.D. Power)
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13. 87% of Americans dislike something about car shopping at dealerships and 61% feel they’re taken advantage of while there. (Beepi Consumer Automotive Index)
14. 52% of car shoppers feel anxious or uncomfortable at dealerships. Millennials lead the pack in their dislike, with 56% saying they’d rather clean their homes than negotiate with a car dealer. Gen X-ers aren’t fans either, and faced with alternatives 24% say they’d rather have a root canal than get into car negotiation. Among millennial women, 62% feel pressured to buy right away and 49% said they felt tricked into buying features they didn’t need. (Beepi Consumer Automotive Index)
15. When asked about newer car buying alternatives, 54% said they would “love” being able to sell or buy a car from home and 42% were fine buying a car without a test drive, as long as there was some form of guarantee. (Beepi Consumer Automotive Index)
16. According to research from Facebook, US vehicle shoppers not only use mobile devices as they research new cars, they even prefer them for some activities. A majority of vehicle shoppers, for example, said mobile was a better way to ask friends and family about auto options, and about two in five preferred to book a test drive from a mobile device.
17. For automotive dealers, the biggest marketing priority by far is increasing lead volume and conversions. (9 Clouds)
18. Dealerships are also utilizing the data they have on hand prior to contacting a prospect. The most common pieces of consumer data include basic contact details, vehicle interest, and purchase/service history. (9 Clouds)
19. 54% of consumers would buy from a dealership that offers their preferred experience, even if it didn’t have the lowest price. (Autotrader)
20. 72% would visit dealerships more often if the buying process was improved. (Autotrader)
21. Research that Google commissioned from Millward Brown Digital indicates that 70% of people who used YouTube as part of their car buying process were influenced by what they watched and views on YouTube of test drives, features and options, and walk-throughs have doubled in the past year.
22. A report by automotive research company, SBD provides evidence that these connected systems are important to younger, more digitally oriented consumers and will likely impact their next vehicle brand purchase decision. Cars play a key role in supporting Millennials’ need to stay connected, and in a study by Autotrader.com, 72% of younger millennials indicated that a car is important to their social life. Style and features, especially technology, are critically important to them. For example, more than 70% of younger millennials cite technology and infotainment features as “must-haves” when purchasing a car.
23. Integrated mobile apps and connected vehicle services deliver more value for the customer, enhancing customer loyalty after the initial car purchase. A study by DMEautomotive showed that vehicle buyers using a branded app were 73% more likely to make a purchase from the dealership, and after making a purchase, booked 25% more service appointments than shoppers without an app.
24. They also spent more money than non-app users when purchasing a vehicle, 7% more according to a study commissioned by Cars.com.
25. According to a study by Arthur D. Little, dealers average response time is 9.2 hours and OEMs average time is around 24 hours. This is a huge opportunity for improving the overall customer experience.
[On-Demand Webinar] Dealership Marketing Trends: Targeting Today’s Car Shoppers
The auto industry is undergoing extensive change, especially in the wake of supply chain issues, changing consumer behaviors, and the acceleration of digital channels to complete more of the car buying process. In this on-demand webinar, you will learn what 2023 looks like for the automotive industry and car dealerships and what trends you need to be aware of to tailor your marketing strategies.
Automotive Marketing Solutions
With information on over 260+ million consumers, 190+ million VINs, 170 million email addresses, plus demographics, our automotive audiences provide the insights you need for the right consumer connections.
