Since 2011, the Automotive Buyer Influence Study by IHS has provided groundbreaking information about the influence of media among New and Used car buyers. This 2015 study shows that the Internet continues to be the most-used and most-influential source among consumers, with Millennials leading the way in this growth. Car buyers are spending 75% of their time shopping online, and mobile device use is growing significantly.

ABOUT THE STUDY

The 2015 Automotive Buyer Influence Study, commissioned by Autotrader through IHS Automotive, was conducted to understand what media sources influence New and Used vehicle buyers prior to purchase. A total of 2,297 car buyers (1,313 New and 984 Used) who purchased a vehicle within the past 12 months were interviewed between August 2014 and September 2014. Quotas were set to ensure a representative sample based on the vehicle make purchased and state of residence.