ROCHESTER, Mich. – A breakthrough survey conducted by Foresight Research quantifies the automotive sales impact of the Internet. Then it compares Internet influence to other forms of marketing communications used by auto buyers – on a level playing field.
The study shows that the vast majority of vehicle buyers (80%) are influenced to some degree by the Internet during the consideration, shopping or purchase process. 49% indicate that the web was a “primary” or “secondary” influence. However, they also reported being significantly influenced by an additional 2 or 3 communication sources throughout their buying process. So, rarely used in isolation, the Internet is used in tandem with other communication channels to complete the entire shopping process.
“Understanding what messages are conveyed to consumers via the Internet, and how those complement messages in other communications, is the key to a successful marketing effort,” stated Steve Bruyn, CEO of Foresight Research. “We looked at messages that influence buyers and determined the communications channel “gold standard” for each message. Sometimes the Internet is the best source of information and sometimes other communications like auto shows or brochures excel. So the strategy that puts them all together in a way that achieves the most reach and impact at the lowest cost is the way forward.”
The Internet influence is most often found during the shopping stage as consumers use its vast resources for gathering factual data, vehicle comparisons and third party comparisons. So connecting the web message with communications that have the most impact in the consideration stage can bring great sales results.
What websites are most influential? The most influential sites include manufacturer / dealer sites followed by Consumers Report, Edmunds, Kelly Blue book and Cars.com.
The 2009 Internet ROI report, including the most popular sites used by various demographic and attitudinal groups, is now available. It also includes a comparison of how different brand buyers are influenced by certain sites more than other brand buyers.
Established in 1998, Foresight Research is a full-service market research company primarily serving the automotive, financial services and health-care industries. Additional information about Foresight Research and the availability of the syndicated 2009 Internet Car Shopping study can be found online at: www.foresightresearch.com (click on syndicated studies) or by calling 248-608-1870.
