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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