More auto consumers are shifting to online car shopping, but the vast majority still close the deal at the auto dealership, a new report shows.

Based on a survey of almost 2,000 U.S. and United Kingdom consumers and interviews with C-level industry executives by Boston-based strategy firm Altman Solon, consumers will continue to migrate to digital platforms in coming years.

It found that a growing number are at least starting the shopping process online. Of those who bought a vehicle in the past two years, 43% leaned on digital channels to research options, up 9% from two years ago.

The online research includes a growing number of consumers who are deciding where to buy their vehicles by tapping digital sources – a 10% increase to 49% of car buyers.

And though 70% of U.S. vehicle purchases close at the dealership, industry executives told the surveyor that they expect more than 30% of consumers to make online new-vehicle purchases within the next five years.

The consulting firm points out that 23 states limit or outright outlaw direct auto sales to consumers.

Meanwhile, Altman Solon said that the increasing complexity of vehicles, especially electric and connected models, gives dealers a chance to gain more business and cultivate customer loyalty because the complex equipment requires “premium services.”

DIG DEEPER: Repute Translates to Business