Independent Automotive Websites Still Most Popular for New Car Buyers

Automaker Websites are Climbing in Popularity among Prospective Buyers

Where do prospective new-vehicle-buyers go first to research all the new cars, trucks, vans, SUVs and crossovers?

Sixty-four percent of new car shoppers use the internet for gathering information. (Photo: Alexandra Straub, Canadian Auto Press)

According to the most recent AutoShopper.com survey put out by independent research group J.D. Power and Associates, 64 percent of new car shoppers use the internet for gathering information, a number that hasn't changed since last year's survey.

Also significant, about 50 percent say the information gleaned on the web influences their purchasing decision. That's up from 40 percent two years ago.

Most popular are independent websites that provide in-depth reviews along with dealer invoice pricing, rebate information and

Fifty percent of automotive site surfers say the information gleaned on the web influences their purchasing decision. (Photo: Rob Rothwell, Canadian Auto Press)

transaction prices, followed by sites that offer news and reviews but don't offer "inside" information.

Good news for automakers, however, is that forty percent of new vehicle buyers stated that they began research for their new car on a brand specific website, a tally that has improved from 36 percent last year. While the same 40 percent of shoppers find the automaker's site more helpful, 58 percent of surveyed individuals chose independent sites to start their research.

What's more, individual dealerships are also benefiting from the internet, with 22 percent choosing their retailer via the net compared to 14 percent two years ago.