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BizReport : Research : 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.
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
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