SANTA MONICA, Calif. — When selecting a dealership from which to buy, most consumers visit to view the vehicle information sites dealer reviews, according to results of a study conducted by Digital Air Strike.

The online and social media agency bills its “2012 Automotive Dealership Social Media and Online Reputation Study” as the first automotive-specific study to analyze the use of social media and review sites by car buyers during the dealership selection process. The study also analyzed how dealers engage consumers on these sites.

According to the study, an estimated 22 percent of surveyed car buyers used to help them select a car dealer, making it the top destination among all independent review sites. The study also found that 68 percent of car shoppers said that dealership reviews affected which dealership they visited when shopping for a vehicle.

“This study proves what we’ve known all along: is the top online destination for serious car shoppers,” said Donna Sechrist, senior video president for Dealer Initiatives. “We’re proud to offer a valuable platform to connect these high-quality customers to our nationwide network of dealers — especially those participating in our Direct Dealer Program.”

Dealers signed up to’s Direct Dealer Program receive flat-fee listings on’s shopping funnel and inventory channels, and a customized territory radius, among other benefits. For more information about the program, click here.