Published 12th February, 2014
Digital is a key format for car shoppers, according to research.
Mobile video research for vehicle purchase has increased 35% year-on-year, according to Google. 61% of shoppers are taking action after watching a video, compared to 49% after visiting a dealer.
Online dealer visits (83%) are catching up with face-to face visits to local 'bricks and mortar' dealerships at 89% as an important element in a decision to buy.
Shoppers are also undertaking more research than ever before they buy, spending huge amounts of time looking at different brands, with 72% of search sessions involving cross-shopping. As part of the mix, mobile devices are becoming an increasingly important tool in accessing the information - moving from 6% of 2011 purchasers, to 26% in 2012 and 35% in 2013.