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shoppers steer to automakers sites
Computers & BusinessWorld News
Ramon Barquin III
Carlos Torres
Florida, USA
Nearly one-half of new-vehicle buyers using the
Internet in their shopping process visit an
independent Web site when starting research on a
new vehicle, while 46% go to a manufacturer site
first, according to J.D. Power and Associates'
"2007 New Autoshopper.com" study.
In 2003, 62% of new-vehicle online shoppers went
to independent sites first, compared with only
36% who started at automaker sites.
"As automotive manufacturers have steadily
pulled advertising dollars out of traditional
media and redirected them toward digital media
and search engine marketing, manufacturer Web
site visitation has increased," said Steve
Witten, executive director of marketing and media
research at J.D. Power and Associates, in a
statement.
Nearly 69% of new-vehicle buyers who used the
Internet in their shopping process used one or
more types of consumer-generated content. Nearly
two-thirds of those shoppers used consumer
ratings and reviews.
J.D. Power surveyed nearly 30,000 new-vehicle
buyers in May and July of 2007. |
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