Internet primary source for auto buyers

A recent survey by DoubleClick Performics found that the internet is an important part of the buying process for consumers looking for automobiles.

by Helen Leggatt

performics%20logo.gif Over half, 53 percent, of consumers surveyed by DoubleClick Performics used the internet as their primary source for gathering information on automobiles when considering a purchase. The majority, 60 percent, would still prefer to visit a bricks and mortar dealership in person.

Dealerships should embrace the internet as a key contact point and use local search marketing to drive consumers not only to their websites, but to their bricks and mortar showrooms, too.

According to the survey, many consumers use search engines to find automobile information by make and model along with data on features such as speed and safety. Comparison and review sites are also popular sources of information.

“By implementing local search marketing strategies, there is opportunity for dealers to increase their contact with consumers,” said Nick Beil, vice president of sales and account management, DoubleClick Performics. “While the automotive industry’s online advertising spend continues to rise, dealers utilizing search will improve their ability to impact consumers at every step in the purchase process.”