While traffic to independent automotive Web sites
by new-vehicle buyers remains high, manufacturer and dealer sites are
receiving more attention from online shoppers, according to the J.D. Power
and Associates 2002 New Autoshopper.com Study released Oct. 10.
Independent, third-party Web sites continue to lead the automotive Internet
marketplace, with 82 percent of automotive Internet users visiting such
sites compared to 83 percent in 2001. However, while traffic at independent
sites has leveled off, more consumers than ever before are visiting
manufacturer and dealer sites. The study, now in its fifth year, finds that
76 percent of automotive Internet users visited a manufacturer Web site in
2002, compared to 73 percent a year ago. Traffic to dealer sites improved to
48 percent, up from 46 percent in 2001, representing a 55 percent increase
since 1999.
"Over the past five years, the Internet has been a catalyst for change in
the automotive shopping process," said Scott Weitzman, senior director of
automotive Internet research at J.D. Power and Associates. "What we're
seeing today are consumers that are more empowered than ever before and a
dealer body more receptive and responsive to them."
Of the 60 percent of new-vehicle buyers who use the Internet while shopping,
88 percent visit automotive Web sites before arriving at a dealership for a
test drive. The average automotive Internet user visits seven Web sites
while shopping for a new vehicle and starts the online shopping process
nearly two months before they purchase.
Kelley Blue Book (kbb.com) is the most frequently visited automotive site
for the fifth consecutive year. Edmunds.com is rated as the most useful
automotive Web site for the second year in a row. Autobytel.com continues to
generate more online sales than any other site, but has lost some ground to
manufacturer sites such as GM BuyPower.com.
"The clear opportunity for providers is to turn online researchers into
online buyers," said Weitzman. "With just 4 percent of new-vehicle buyers
currently using the Internet as a purchasing tool, there is tremendous room
for growth for online buying services that provide customers with the
detailed features they're looking for."
The 2002 New Autoshopper.com study analyzes Internet behavior among
new-vehicle buyers. The study is based on responses from 27,383 consumers
who purchased a new vehicle in 2002.
Headquartered in Westlake Village, Calif., J.D. Power and Associates is a
global marketing information services firm whose quality and satisfaction
measurements are based on responses from millions of consumers annually.
0 Comments
See all comments