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. 11.
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.
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