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Social Media Draws Consumers

By Staff Writer February 16, 2020

More than half of car buyers and 60 percent of auto service customers said social media and review sites were more helpful than a dealer website in selecting a dealership.

That was one of the findings from Digital Air Strike’s 8th Annual Automotive Digital Retailing Consumer Trends Study revealed at this year's National Automobile Dealers Association (NADA) Show in Las Vegas.

"As the car buying process becomes increasingly digital, consumers continue to do more research online before they even contact a dealership," said Alexi Venneri, co-founder and CEO of Digital Air Strike.

The study surveyed 7,000 vehicle purchasers and servicers that had either purchased or serviced a vehicle with a franchised dealership in the prior six months

The findings also showed 62 percent of sales customers (up from 47 percent in prior year) chose a dealership solely based on online search and reviews. It also showed that 62 percent of sales customers and 51 percent of service customers ranked Google as the top site for reading reviews about dealerships

Sixty-seven percent of sales customers and 62 percent of service customers use Facebook to read dealership reviews. Consumers want automated tools that make it easy to contact a dealership, including intelligent messaging. Ninety percent of customers said they would book an appointment using chat technology. The study also showed 61 percent of car buyers said the dealership's speed of response impacted their decision to choose one dealership over another.


Watch: Social Media strategist Starr Hall offers ideas and insight on how local businesses can use social media to impact their brand. Drawing from her experience working with companies like Sprint, UPS and Samsung, Starr generates and applies new strategies and ideas for business big and small.

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Last modified on Monday, 24 February 2020 15:01

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