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Key consumer research

Influence of Online Shopping

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Car buyers spend most of their shopping time online and are using a variety of devices to shop, including desktop and laptop computers, smartphones and tablets. The prevalence of a multi-screen car-shopping experience gives automotive marketers substantial opportunities to target and effectively influence shoppers at any time or any place. Dealers should focus on unique ways to deliver a consistent overall message with content designed for each specific device being used during the car-shopping process.

%
purchased intended vehicle

74% of buyers purchased the vehicle they decided to buy prior to visiting any dealerships.1

%
buyers’ shopping time spent online

60% of buyers’ shopping time was spent online, using an average of 5.5 sites.1

SITES USED
THIRD PARTY SITES 83%
AUTOTRADER & KELLEY BLUE BOOK 73%
DEALERSHIP SITES 54%
OEM SITES 35%
%
SMARTPHONE USAGE

Smartphone usage during the car-shopping process increased from 46% in 2016 to 56% in 2017.1

%
Multi-device USAGE

Multi-device usage increased from 47% in 2016 to 53% in 2017 (surpassing single device as the primary shopping method).1

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  1. 2017 Cox Automotive Car Buyer Journey Study