The 2017 Car Buyer Journey Study explores how consumers shop, conduct research, make vehicle purchase decisions, and allocate their time along the car buying journey.

This study reveals insights like the top activities car buyers conduct online:

Top 5 Car Buying Activities Online - 2017 Car Buyer Journey Study

And, a wealth of other compelling new data including:

  • How dealer websites drive dealership visits.
  • Why shoppers didn’t buy from the first dealership they visited.
  • How prior consumer awareness is critical to F&I sales.
  • The importance of maintenance & repair services and how to optimize fixed ops.
  • Which differentiators have the biggest impact on customer satisfaction.
About This Study

The 2017 Car Buyer Journey, commissioned by Cox Automotive through IHS Markit, was conducted to gain an understanding of consumer car-shopping behavior and perception of the dealer experience. A total of 2,175 car buyers who purchased a vehicle within the 12 months prior to August 6, 2016 completed a survey.