A new study by Polk and AutoTrader.com has revealed just how big a role the internet is playing in the car buying process.<\/p>\n
The survey, dubbed the Automotive Buyer Influence Study, polled more than 4,000 U.S. consumers who had recently purchased a new or used vehicle. The purpose of the study was to get an idea of what the primary factors were in influencing purchases.<\/p>\n
Unsurprisingly, information found on the internet was ahead of other sources by a large margin. Roughly 70 percent of buyers said that they used the internet at some point during their search for a vehicle, and 58 percent cited it as the most important factor. In total, car buyers spent an average of 18 to 19 hours shopping online before making their final decision, which makes up 60 percent of the total time spent on buying a car. The most helpful aspects of internet research included comparison tools and pricing guides.<\/p>\n
Traditional media did not fare as well, with TV, print and radio advertising affecting a much fewer amount of consumers. Less than half said that a referral from a family member or friend was helpful in their purchase.<\/p>\n