The J.D. Power and Associates 2006 New Autoshopper.com Study(SM) released today reveals that new car shoppers are relying more on the internet, and in particular dealer and manufacturer websites, throughout their shopping process for a new car.
The study watched the buying habits of nearly 30,000 new vehicle buyers and identified a shift in their focus. In the past, the consumer would spend considerable time looking for the right price, whereas now the tendency is to look for the right vehicle. A record number of shoppers are now visiting at least one manufacturer site, and in general are visiting more of them.
The study also indicates decreased satisfaction with some independent websites that don't keep up with the consumers thirst for current and timely information. Dennis Gailbraith, Digital Marketing Director at JD Power and associates, explains.
"Consumer expectations are increasing faster than many independent Web sites are improving. The result is lower satisfaction ratings for relatively stagnant sites in terms of new content and less visitation by actual buyers. Instead, consumers are visiting several manufacturer sites during the shopping process to gather the information they need."
Some of the more well known automotive sites of the past, for instance, are declining in actual visitation by new car shoppers while others are helping shoppers to find the right vehicle and attracting more users than ever before.
The study watched the buying habits of nearly 30,000 new vehicle buyers and identified a shift in their focus. In the past, the consumer would spend considerable time looking for the right price, whereas now the tendency is to look for the right vehicle. A record number of shoppers are now visiting at least one manufacturer site, and in general are visiting more of them.
The study also indicates decreased satisfaction with some independent websites that don't keep up with the consumers thirst for current and timely information. Dennis Gailbraith, Digital Marketing Director at JD Power and associates, explains.
"Consumer expectations are increasing faster than many independent Web sites are improving. The result is lower satisfaction ratings for relatively stagnant sites in terms of new content and less visitation by actual buyers. Instead, consumers are visiting several manufacturer sites during the shopping process to gather the information they need."
Some of the more well known automotive sites of the past, for instance, are declining in actual visitation by new car shoppers while others are helping shoppers to find the right vehicle and attracting more users than ever before.