Digital marketing firm Digital Air Strike has released its sixth annual “Automotive Social Media Trends” study, which includes statistics relating to the importance of online reviews and social media engagement among car buyers and service customers.
“The data from our study is closely followed by social networks, automotive dealerships and manufacturers and identifies the devices, social media platforms and reviews sites that will make the biggest impact on consumer engagement in the year to come,” said Alexi Venneri, co-founder and CEO of Digital Air Strike.
The study is based on a survey of more than 4,000 U.S. consumers who purchased a vehicle or had their vehicle serviced between July and December of 2016. Remarkably, 87% of car buyers and 90% of service customers said they consulted online reviews when selecting their dealership. Nearly three-quarters (72%) of car buyers and nearly two-thirds (63%) of service customers said they would drive up to 60 miles to visit a dealership that had earned positive online reviews.