30 May 2019 When it comes to researching and purchasing a used car, buyers rate car search websites as their most valuable online source of information, according to independent research commissioned by Motors.co.uk’s for its latest Consumer Insight Panel survey.
Forty-one per cent of buyers rated car search websites as their most valuable source of information, followed by car dealer websites (21%) and car review websites (19%), with car manufacturer sites polling just 9%.
Buyers were also asked how valued social media channels were in the buying process with 4% saying YouTube was their most valuable source of information, followed by Facebook (3%), Twitter (1%) and Instagram (1%).
The survey, conducted by Insight Advantage, the independent research agency, polled the views of 1,006 new and used car buyers in early May. The full findings will be published in the second Motors.co.uk Consumer Insight Panel – Summer 2019.
“Our research clearly shows the reliance used car buyers place on internet research and car search websites as their first port-of-call. We urge dealers to ensure their marketing priorities align with where car buyers are most active,” said Dermot Kelleher, Motors.co.uk’s head of marketing and business intelligence.
“There is an opportunity for dealers to optimise the presentation and reach on car search websites, and ensure a slick experience when the consumer is ready to engage on the dealer’s own website and sales team”
For new car buyers the most valued sources of online information were more evenly spread. Car manufacturer websites were rated the most important source by 27% of buyers, followed by dealer websites (26%), car review websites (21%) and car search websites (15%).
The most valued social media channel was YouTube (5%), followed by Facebook (3%) and Twitter (1%).