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50% cars buyers research online before purchase: Study
Posted on 06 Jun 201210,876 Views1 Comments
More than half of them changed their choice of brand after online research, reveals a Google finding
An offline study conducted by Nielsen on behalf of Google India at car showrooms in top 8 metros has revealed that one in two car buyers conducted research online before arriving at the dealership. The survey also revealed that of those who had researched their purchase online, over 50 per cent changed their choice of car brands after uncovering new information on the web.
With over 120 million Internet users in the country, the Internet it appears is playing a major role in influencing the decision making of India’s growing number of car buyers. Respondents reported that they used the web to research and compare prices, watch online videos and find images, do competitive analysis, find dealer contacts and read both expert and user reviews. Most car buyers also rated OEM’s or, in other words, the carmaker’s website as the most important and trustworthy source of information. Of the 50 per cent respondents who went online, 42 per cent said they used search engine as the first source of information, just behind the opinions of friends and relatives’ (47 per cent).
On average, car buyers spend 9-12 weeks researching before arriving at their final decision, and of those who turned to the web for assistance, over 90 per cent of shoppers used a search engine to learn more about the cars they were interested in buying.
Buyers rated Internet more important than TV or print media for auto-related content, thanks to fast, easy access to necessary information and rich media formats such as online video. Over 56 per cent car buyers also choose to watch videos online as part of their research, with over 48 per cent rating YouTube as the destination and a important source of information on the Internet.
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arivu
it is very useful .
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