Many Car Shoppers Turn to Social Media, Few Find It Useful

By Staff Writer November 13, 2017

Consumers who use the internet during their new-vehicle shopping process are increasingly turning to social media websites as a source of information, according to the J.D. Power 2016 New Autoshopper Study.

The study analyzes how new-vehicle buyers use digital devices—tablets, smartphones and computers—to gather information prior to purchase, as well as which websites and apps they use during the shopping process.

The study also examines which types of content new-vehicle buyers access during their shopping process and which content they find most useful.Among automotive internet shoppers, 22 percent use a social media site as a source while shopping for their new vehicle, up from 16 percent in 2015. The most popular social media sites used by auto internet shoppers during the shopping process are YouTube (13 percent), DealerRater (7 percent) and Facebook (5 percent).Among automotive internet shoppers who use social media, only 13 percent indicate that the information posted on social media sites influenced their purchase decision, and only 2 percent say a social site was the "most useful site" they visited.ants.

Last modified on Monday, 26 February 2018 17:58