50 Percent Of Buyers Open To Any Brand When Beginning Their Research
Earlier this month, JD Power released their 2013 New Autoshopper Study which looks at how new car buyers use the internet for research. The study showed that 79 percent of new-car buyers use the internet during the research process. The study also showed that most buyers visit the website of their automaker of choice at some point during their research. 83 percent of those customers also visit dealer websites while 80 percent frequent third-party sites, and only seven percent of buyers visit social media sites.
JD Power's study also showed that 50 percent of buyers were open to any brand when they started the research process. That climbs up to 54 percent with Gen-Y buyers.
"It is important for brands and websites to pay special attention to Gen Y buyers, as they are increasing in market share at the greatest rate among all new-vehicle buyers and now comprise more than 20 percent of all retail sales. Automotive manufacturers have a great opportunity to influence these buyers during their shopping process, particularly since so many of them begin the process fairly open minded," said Arianne Walker, senior director, automotive media & marketing at J.D. Power.