Despite the amount of information available to car buyers online these days, they still want dealer advice according to a new survey.
Automotive research website CarKeys.co.uk asked 1,000 people about their online research and car buying habits, finding 40% spent over four months researching their new car, and 60% devoted at least 8 hours of actual research time.
Almost all – 97% – went into dealerships having researched online, and yet the majority, 69%, still ask the dealer for advice and are happy to deviate from their research.
Independent professional reviews were most influential with 63% of buyers, editorial reviews with 40%, and branded content with 37%.
Chris Smith, head at CarKeys.co.uk, says: “The wealth of online information means that car buyers are arriving at dealerships much more informed about what their requirements are.
“Dealers are able to use this period of online research, which we know typically spans over four months, to begin a conversation with the customer and widen their window of opportunity to sell.
“Digitally-aware dealers who provide offers to customers while they are in the midst of research and use online researching habits as part of their sell in-store will find that they can maintain excellent customer service while keeping sales conversions high.”
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