The findings of a new research from DMEautomotive (DMEa) only solidifies the new tendency of how buyers are more inclined to spend time on the Internet researching, then visit one dealership and purchase the car they had in mind.
A lot has change in the car-buying process for the last several years – more often than not consumers are even bypassing test-drives and limiting their dealership hopping to a minimum of one or two.
DMEa’s survey was conducted among 2000 automotive customers. It turned out that 16% of the respondents took no test-drive at all, while 33% tested only one car. As far as dealership visits go, 68% said that they visited only two prior to buying their car, while 40% admitted visiting only one dealer.
“This avoidance of physical dealerships is in stark contrast with how much online vehicle research is happening: 4 in 5 people now use the Internet for car buying, visiting 10 auto websites in the process,” said Dr. Mary Sheridan, Manager of Research and Analytics at DMEa. “Dealerships can no longer rely on in-store visits and the old ‘be-backs’ to drive sales: they need to have the most powerful online presence wherever dealer/vehicle selection is happening, and work far harder to keep customers close throughout the ownership cycle, using every retention marketing tool possible, like a constant-connection mobile app.”
The results of the survey also measured how much customers trusted dealership salespeople: only 21% responded positively, which ranks car salespeople behind lawyers, mortgage brokers and insurance agents.
Read the full story at insurancenewsnet.com.