Sunday, October 19, 2014

New study finds that 91 percent of car buyers use social media to purchase their new vehicle


The Automative Social Media Trends Study recently revealed that in 2014, around 91 percent of consumers who are looking to purchase a new automotive vehicle use social media to make their decision. In general 75 percent of consumers in general use the web. This study was created by leading automotive social media and online reputation company Digital Air Strike. They are one of the fastest growing private company’s and #1 in dealers choice award. They are a reputation management company that conduct research on consumer behaviors and targeting. This basically helps dealerships with there marking strategy’s and advertising.

2000 consumers reviewed in the last 6 months of their car purchase

The study was based around these consumers which than were surveyed about there car buying process after there purchase. The study included if they used the web or other traditional methods of purchase such as newspaper or television. 

83 percent of consumers rely on star reviews in their search results

Star reviews play an important role in the consumer experience when choosing a dealership or car company. They tell a consumer a basis usually from 5 stars or 10 stars, in my experience, about how good or bad the company is. The thing about star ratings is the consumer doesn’t have to read a comprehensive review they simply can look at if the dealership has a high rating and go on from them. This helps set a standard for the consumer and limit there choices in the car buying process. Also in this years study it found that 45 percent of consumers found star reviews just as helpful as dealership websites and then 19 percent thought the dealers website was the most helpful part in the experience. Still 83 percent is a very strong statistic showing this simplistic rating system is very powerful in helping the consumer in there decision.

56 percent consumers use their mobile device when buying there vehicle

Mobile technology is todays big trend in our society. What better way of marketing than to take advantage of this trend to reach out to consumers using this technology. The mobile device is what consumers use to search and or read reviews about the dealerships they are interested in. When you think social media these days you think of mobile computing or smartphones. Taking advantage of these devices will reach out to more potential buyers meaning more consumers for your company.

Some statistics in the social media/online-buying world

Some other statistics that Digital Air Strike has found is that 74 percents of consumers will drive anywhere from 20-60 miles to reach the dealership to purchase there vehicle. This is an important statistic because its basically telling the dealers that they can expand some of there geographical advertising up to 60 miles for there consumers. Some others are that cars.com is the top ranked mobile car buyer review app. This is a social media app for people trying to purchase a new or used vehicle. Digital Air Strike also surveyed about using the popular social media site facebook. 48 percent of buyers said they would use facebooks new “click to purchase” feature to purchase a new vehicle. Also 33 percent of car buyers have clicked on a facebook ad on a mobile device. Dealerships could use facebook as a way to advertise to certain people in correlation to there geographical area. Lastly 75 percent of buyers said they would trust a review from facebook/friend vs some random review off a site. 

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