Research shows that car dealerships will increase use of Internet According to a study conducted by the Black Book, most dealers are beginning to understand the full potential of the Internet. They are recognizing the fact that much business can be conducted with potential clients over the web. Of the surveyed dealerships, 78% admit that the Internet has increased in importance over the last year. 92% state that they plan to further develop their website and web departments in the next 12 months.The Internet has matured considerably over the last several years and consumers have been using it as a shopping tool. Most dealers that use the Internet have seen good results from their online initiatives.
Other results pulled from the American survey include:
- 21% of dealers follow web leads indefinitely where another 27% follow-up for a minimum of 2 weeks.
- 52% of those that participated felt that they were fully utilizing the Internet.
The Black Book is recognized as being the industry's most accurate source of vehicle pricing data.