BizReport

RSS feed Get our RSS feed

News by Topic




BizReport : Research archives : October 11, 2007


Online automobile buyers like images and video

A new study by CarGurus.com, an online automobile community, found that a picture is worth a thousand words when it comes to advertising autos on the web. The proliferation of broadband means many more consumers are able, and want, to view multi-media presentations and imagery.

by Helen Leggatt

A six-month study by CarGurus.com found that nearly two-thirds, 62 percent, of the time spent by new-car shoppers is spent viewing photos and videos as opposed to text-based information.

Langley Steinert, CEO of CarGurus, was surprised by how many online automobile marketers chose to highlight more traditional, text-heavy lists of features instead of the visual aspects. "Cars are an emotional purchase. Providing visual research tools to online consumers allows consumers to connect with a car emotionally,” he said.

Honda.com revamped their site earlier this year and included many more photos and multi-media features. Honda’s manager of interactive marketing is reported on Adage.com as claiming that photos “have traditionally been one of the most popular sections on Honda.com and Acura.com.”






Tags: automobile, multi-media, online sales, online video








Subscribe to BizReport







http://www.bizreport.com/2007/10/online_automobile_buyers_like_images_and_video.html

 

 

Copyright © 1999- BizReport. All rights reserved.
Republication or redistribution of BizReport content is expressly prohibited without the prior written consent.
BizReport shall not be liable for any errors in the content, or for any actions taken in reliance thereon.