Which online channels influence car buyers purchase decisions?

Over the recent Christmas break I was keen to find some new Portuguese restaurants in the South West, so naturally I resorted to social media for my research. In less than an hour I had several tweets with recommendations and a quick search online showed they all had great customer reviews. Result: the restaurant made some new patrons through social word of mouth!

The process is no different for high risk purchases.  Mashable recently published  an article with data from M Booth and Beyond, high recommmenders, those that make purchase less frequently, purchases more expense and/or research requires more time and effort in the research, are 3 times more likely to recommend a product.

Data from M Booth and Beyond survey show top online channels that influence purchase decisions across various sectors.  44% of car buyers use car forums for their research.  The top  influencing channels for car buyers are branded websites, search results and online advertisements.

With this insight and knowledge of how the social consumer is influenced in their purchase decisions Automotive Dealerships and manufacturers should be investing in the following channel to increase their traffic and leads;

  • web and mobile search optimisation
  • monitoring what customers, influencers and opinion leaders are saying about vehicle performance
  • Dealer websites provide customers with a consistent manufacturer brand experience
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