A study of 2,000 car buyers and 1200 automotive dealerships finds consumers are increasingly using online review sites, Facebook and mobile devices in the car buying process
Online dealership reviews on social media networks continue to play the most important role in the dealership selection process, according to the Fall 2013 Automotive Social Media and Reputation Trend Study released by Digital Air Strike™, the nation’s leading automotive social media, online reputation and digital response company. The bi-annual study included an in-depth analysis of how 1200 U.S. dealers use social media and an online survey of 2,000 consumers who purchased a vehicle in the last 6 months.
The study showed that 67% of consumers use reviews sites when looking for a dealership and that 71% would choose a dealership further away if it had good reviews. The dealer component of the study revealed the most popular review sites remain the same: Cars.com, Edmunds.com, Google+ Local, Yelp, and Yahoo – the same rank order as the May 2013 study.
The majority of car buyers said they consider review sites as “helpful” in their decision as to where to purchase a vehicle. The study found that 20% of consumers consider online review sites to be the “most helpful” factor, exceeding all other factors including the 15% of car buyers who consider dealership websites “most helpful”.
The study also showed that mobile is becoming increasingly important for the automotive industry with 71% of car buyers saying they have searched for a local business using a mobile device and 45% saying they have “checked-in” at a local business.
Additional Facebook findings include:
- 65% of all car buyers surveyed would drive between 20-60 miles to a dealership with good reviews.
- 60% of car buyers and 71% of people servicing their cars found Google Maps useful.
- 45% of car buyers clicked on a Facebook ad on a mobile device.
- 63% of Facebook users will trust a review from a Facebook friend more – up from 59% in Spring 2013.
To learn more about the study findings and the latest social media best practices, ROI tips and dealer success stories, auto dealers are welcome to attend one of our free webinars. To sign up for a webinars visit: https://digitalairstrike.com/webinars/
About Digital Air Strike™
Digital Air Strike™ provides the industry’s most complete automotive social media and digital marketing solution and is a recognized leader in the industry. The company has been named one of the Top 10 Most Interesting and Innovative Automotive Companies of 2013 and has been given the 2013 Dealers Choice Award for Reputation Management.
Digital Air Strike™ has developed a turnkey program that includes fully managing social media sites, online reputation, and digital lead responses for dealerships nationwide. The company offers multiple tiers of service, ranging from targeted social media and review site management to comprehensive multi-vehicle quoting with behavioral targeting capabilities. Working with the top OEM’s and dealer groups in the industry, Digital Air Strike™ and has a proven track record of helping automotive dealers, dealership groups, and manufacturers engage with more consumers while delivering increased website traffic. Additional information is available at www.digitalairstrike.com and www.facebook.com/digitalairstrike.
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