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REDWOOD CITY, Calif. (Nov. 9, 2005) Of the new car buyers who said they use the Internet as an information source in their vehicle purchasing decisions, 58 percent said they were focused on finding pricing data, according to Feedback Research, a division of Claria Corp. The study discovered that other popular reasons for using the Internet in vehicle-buying decisions included comparison shopping (55 percent) and conducting general research on vehicle specifications (53 percent). Approximately 63 percent of study participants said they viewed an auto category site during the research period, viewing an average of 4.79 domains. The majority of those questioned noted that price was the most important factor in making a vehicle purchase. Other factors that rose to the top included the size of the vehicle (51 percent), reputation of the automaker (48 percent) and design/style of the vehicle (46 percent). The study uncovered that 63 percent of consumers questioned knew what type of vehicle they wanted to purchase and only considered that one type. Another 54 percent of respondents said they decided on their make/brand of vehicle after shopping and researching different makes and brands. As for the time it took for consumers to make a purchase decision, the study found that 61 percent of those questioned indicated that less than two months passed between the time they started seriously thinking about getting a new vehicle and the time they purchased one. Another 34 percent said they started less than one month prior to their vehicle purchase, while 27 percent reported they started researching about one or two months before making a purchase. Feedback Research also discovered that Autobytel.com topped the list of most popular sites for those surveyed, as more than 22 percent said they viewed this site during their buying research. Other popular sites included Autoweb.com (20 percent), Carsdirect.com (20 percent), Automotive.com (14 percent) and Kelley Blue Book's kbb.com (14 percent). |
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