Independent Automotive Websites Still Most Popular for New Car Buyers

Probably the most interesting find was for the first time online resources were more effective than conventional newspaper

The internet research trend doesn't seem to be slowing down, but rather increases year after year. (Photo: Alexandra Straub, Canadian Auto Press)

advertising in leading buyers to the pre-owned cars, trucks, vans and SUVs that were purchased. The actual numbers are 11 percent finding their retailer through by going online compared to 9 percent through newspaper advertising.

"Critical buying decisions increasingly are happening online," commented Galbraith. "This should serve as a wake-up call to used-vehicle dealers not yet using the Internet to promote their inventories. The more comfortable consumers become with the Internet, the more used-vehicle shoppers we will see going deep into the purchase funnel while online."

The internet research trend doesn't seem to be slowing down, but rather increases year after year which is good news for independent automotive web publishers and automakers alike. Print publishers, however, will not warm to the news.