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BizReport : Social Marketing : April 10, 2015

Study: Car buyers influenced by social media

Add another product category that is being pushed along by social media: auto buying. According to new data out from Crowdtap most in-market auto buyers are influenced along their path to purchase by social media.

by Kristina Knight

Auto dealers: if you think your sales people are the reason people are buying, think again. According to new data out from Crowdtap more people are influenced to buy a car because of social media than because of sales people on the lot.

"Media-empowered consumers - who increasingly rely on the opinions of their peers to inform buying decisions - are flipping the automotive advertising model on its head," said Matthew Scott, SVP of Strategy & Business Development at Crowdtap. "Auto brands that are able to steer the power of peer endorsements and social sharing will find success in marketing's people-powered future."

Some interesting take-aways from the Crowdtap study include:

• 68% of those who purchased a car found the vehicle on social media
• 87% say they research cars via social media
• 80% say they're 'more likely to turn' to social networks than sales people
• 95% say they 'would talk about' car models they like on social media

As for who in-market buyers are most likely to trust, one-third (36%) say they trust family/friend recommendations while 19% say they trust online review sites.

Image via Shutterstock

Tags: auto buying trends, automotive vertical, social marketing, social marketing trends

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