Australian car buyers are utilising online resources at all stages of their buying process, and almost three quarters (73%) of new and used car buyers use online media as part of their research, according to findings released by Nielsen.
The consumer research company’s ‘Australian automotive report 2012’ found the use of online resources ranked second only to visiting car dealerships amongst buyers of new cars, and were the most popular resources for buyers of used cars.
The majority of online new car research now takes place on laptops and desktop computers (64% and 62% respectively), however, new car buyers are increasingly using mobile devices as part of their decision making process (29% use mobile phones), up 15 percentage points from the previous year.
Tablet usage has gone from 5% in 2011 to 26% in 2012, as tablet ownership continues its sharp increase across Australian households.
“The opportunities held by online media to build awareness, engage potential vehicle purchasers, fulfil their information needs and move car buyers through their decision making process are abundant,” says Nielsen Media’s Melanie Ingrey.
“Online sources are unquestionably important in the car buying decision making process, and their influence is growing.”
The use of social media as part of the automotive decision making process is also strong, with 25% of both new and used car buyers calling on this form of media to guide and inform their car buying decisions. Among new car buyers who have engaged with organisations on social platforms, 28% have engaged with a car brand, up from 18% in 2011.
“These findings signal a real interest in peer reviews and feedback from like-minded consumers. They also highlight the continued opportunities for brands to utilise social platforms and spaces as a means of connecting with, and communicating with customers.” says Ingrey.
The report also found that the use of classifieds sites by used car buyers who use online resources is close to saturation (97%), while manufacturers’ sites have far more use among new car buyers than used car buyers.
Among used car buyers who use online resources, CarSales is by far the most popular site called upon for buying a car with three quarters using the site. It is also the second most commonly visited website among new car buyers (45%). CarsGuide is also popular among both new and used car buyers who utilise online resources (49% used; 39% new).
Despite the increase of online and mobile sources, traditional sources of research remain popular tools. Print media as an awareness and discovery mechanism is particularly popular among new car buyers with two-thirds (65%) using print resources at the awareness stage.
Ingrey concludes: “It is clear that consumers are looking to varied sources for information; whether it is websites, forums, Facebook pages or classified sites like CarSales – in addition to the traditional sources such as print media and visiting car dealerships. It’s clear that consumers are now seeking ever more information, and their media consumption is mirroring this trend.”
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