DIGITAL INFLUENCE STUDY

Understanding the role and influence of various sites across stages in the car shopping process.

THE BEGINNING OF THE BUYER DECISION JOURNEY CAN BE CONFUSING. SHOPPERS ARE FILTERING THROUGH SO MUCH INFORMATION AND THEIR PATH TO PURCHASE FEELS COMPLEX.

new vehicle shoppers are undecided on a vehicle

new vehicle shoppers cross-shop with used vehicles

Digital Influence Study

The Digital Influence Study explores the role and influence of various sites across stages in the shopping process for new vehicle shoppers and recent new vehicle purchasers. Click here to see how third-party sites influence changes in their consideration and their final purchase decision.

The average new vehicle shopper spends 105 days in market.

Experience the consumer journey
Consider the consumer journey
Select the consumer journey
Buy the consumer journey
Restart the consumer journey

Explore - 47 Days

Initial exploration of brands and vehicles available in the market and just starting to think about next vehcile purchase.

Consider - 29 Days

Actively building a list of brands and vehicles to consider for next vehicle purchase and researching those of interest.

Select - 20 Days

Selected the brand(s) or vehicle(s) on consideration list, visited a dealership to look at vehicles, but have not started the buying process

Buy - 9 Days

Ready to engage with a dealership in negotiations or conversations about sales price, trade-in, and financing.

Explore47 Days

Consider29 Days

Select20 Days

Buy9 Days

NEW VEHICLE SHOPPERS SPEND MOST TIME IN EXPLORE & CONSIDER STAGES BECAUSE THEY DON'T HAVE AN EXACT VEHICLE IN MIND

AUTOMOTIVE ADVERTISEMENTS ARE EFFECTIVE FOR INFLUENCING NEW VEHICLE SHOPPERS WHO ARE IN THE EXPLORE STAGE

83

SAY AUTO ADS ARE HELPFUL IN DECISION MAKING

47

SAY THEY RESEARCH A BRAND/VEHICLE AFTER SEEING AN ADVERTISMENT

% OF SHOPPERS HIGHLY INFLUENCED BY EACH SITE

25

THIRD-PARTY SITE

21%

OEM SITE

16%

DEALER SITE

16%

SEARCH SITE

8%

SOCIAL MEDIA

74

CHANGED THEIR CONSIDERATION SET DURING THE SHOPPING PROCESS

THIRD PARTY SITES REMAIN AN INFLUENTIAL PIECE OF THE JOURNEY AMONG NEW VEHICLE SHOPPERS

If I could only visit one type of website to research a vehicle purchase, I would choose...

36

Third-Party Sites

27%

OEM SITE

14%

SEARCH SITE

17%

DEALER SITE

3%

SOCIAL MEDIA

THIRD PARTY SITES ARE THE MOST INFLUENTIAL, ABOVE SOCIAL MEDIA SITES AND SEARCH, FOR HELPING SHOPPERS LEARN ABOUT BRANDS, SELECT THE RIGHT BRAND, LEARN ABOUT VEHICLES, AND SELECT THE RIGHT VEHICLE

BEST SITE AMONG NEW VEHICLE SHOPPERS FOR:

LEARNING ABOUT THE BRANDS

SELECTING THE RIGHT BRAND

LEARNING ABOUT THE VEHICLES

SELECTING THE RIGHT VEHICLE

Third-Party Websites

26%
30%
26%
29%

Search Websites

17%
15%
16%
10%

Social Media

5%
4%
4%
4%

TOP 5 REASONS WHY NEW VEHICLE SHOPPERS PREFER THIRD PARTY SITES OVER OTHER SITES

  • Unbiased/Objective
  • Informative
  • Trustworthy
  • Comparisons
  • Reviews

TOP ACTIVITIES ON THIRD PARTY SITES

  • Read expert ratings & reviews
  • Read consumer ratings & reviews
  • Find out what my current car is worth

Third party sites allow for comparing between manufacturers and are less likely to be biased and skew date in their favor. I'd trust reviews and ratings more on third party sites.

Third party sites allow you to get an unbiased opinion of your options and the deals that are available. I feel like they want you to find the car that works best for you.

THIRD PARTY SITES ARE KEY AT THE BEGINNING & END OF THE SHOPPING PROCESS

First & Last Website Visited

Among New Vehicle AIUs.

Those visiting multiple websites.

Search engine sites

Third-party sites

OEM sites

Dealership sites

19%
27%
41%
13%

First

6%
16%
33%
45%

Last

67% of shoppers interact with us before purchasing a new or used car.

Cut through the clutter and reach more shoppers when it matters most in their journey.

DIGITAL
INFLUENCE
STUDY

  • This online study was conducted during June 2018 among 2,500 new vehicle shoppers AND recent new vehicle purchasers.
  • Ages 18-70 years old
  • Shoppers: plan to purchase within next 6 months
  • Buyers: recently purchased in the past 6 months
  • Research completed by KS&R, an independent market research firm headquartered in Syracuse, NY.