Car Shoppers May Use Fewer Resources Than Thought

A wealth of information is at the fingertips of car shoppers, yet they rely on only a few resources to research and buy.

That’s according to a new C+R study commissioned by Cars.com. The results run counter to a common belief that car buyers typically use 18 to 24 sources in the course of selecting a vehicle.

“Consumers can be overwhelmed by automotive content, but rather than tune it all out, they’re selecting the pieces that are most valuable to them, effectively curating their own car-buying experience,” says Simon Tiffen, Cars.com’s senior manager-advertiser insights.

Even though most of them limit themselves to two or three go-to tools, they’re not cutting corners. “Absolutely not,” Tiffen tells WardsAuto when asked if fewer resources means shoppers are doing less homework.

“They are willing to put the time in to gather all the information they need so that they’re confident when they eventually head to the dealership,” he says.

The C+R research doesn’t indicate how consumers determine which select resources to use. “It’s a great question, but the study wasn’t set up for that,” Tiffen says.

Two out of three shoppers said they rely most on online sources. Nearly half cited independent research sites as primary shopping tools.

By the time they reach a dealership, they’re well-armed with information and have narrowed their vehicle choices. “They’re not showing up by accident,” Tiffen says likening today’s car buying as a “partnership” between product-knowledgeable customers and salespeople.

Only half of the people polled reported contacting a dealership prior to visiting, with most saying they felt it was unnecessary, given the information available online. Still, dealerships are “the connective tissues of buying a car,” Tiffen says.

In something of an inconsistency, many people said their dealership experience provided beneficial information, but they remain wary of car salespeople.

 “People say dealers are extremely helpful, however they fact-check everything, verify everything, especially Millennials,” he says. “They use their mobile devices for that right at the dealership.”

The study says online sources are more influential earlier in the shopping process, while offline sources, such as visiting a dealership, become more important after primary online research is done.

The survey reconfirms that the Internet has empowered car consumers.

“Digital platforms give shoppers the tools and knowledge to communicate when and how they choose, allowing them to control the dialogue with dealerships on their own terms,” says Tiffen.

The study was of survey responses from more than 1,000 in-market shoppers and recent buyers this spring.

To download the report, go to http://dealers.cars.com/digital-influence-study.

[email protected]