A new study has found 67% of US automotive buyers only visit one or two dealerships before purchasing, preferring to research online first.
The research from digital marketing company Netsertive also found when customers began their online research, 45% knew which brand of car they wanted, but were unsure which dealership they would purchase from.
Another 34% were unsure about both brand and dealership, relying on digital channels to educate themselves.
Nearly 50% of shoppers are using mobile devices to conduct their automotive research.
They also use mobiles to connect with dealers and book test drives.
“The automotive industry is extremely competitive, especially now that buying decisions are increasingly made before customers visit a dealership,” says Brendan Morrissey, chief executive and co-founder of Netsertive.
“We understand the automotive landscape and the goals and challenges each dealership faces daily.”
Netsertive surveyed more than 500 US consumers on their automotive buying patterns.
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