Extra consumers use smartphones at dealerships for final minute checks, analysis finds

Motorists are more and more utilizing smartphones and social media to tell their subsequent automotive buy, even whereas in entrance of sellers, analysis by CarGurus has discovered.

CarGurus UK Buyer Insight Report reveals that using cell phones on the forecourt has elevated by 12% (from 59% to 71%) since 2022.

Even when in dialog with sellers, consumers are utilizing their telephones to verify car specs, evaluate different vehicles on the market and skim automotive and supplier critiques for last-minute reassurance, stated CarGurus.

Alexandra Howerter, senior shopper insights analyst at CarGurus, stated: “Smartphones are serving to shoppers develop into savvier when trying to purchase, permitting them to return armed with all the information and maintain their very own in negotiations.

“This ranges the enjoying subject and alleviates among the stress and nervousness round shopping for a automotive.”

Motorists are turning to social media to inform their choices – seven-in-10 (71%) use social media to help with the car-buying course of, whereas 21% say social media instantly impacts their automotive buy (up from 16% a yr in the past).

Probably the most-used social media channels when trying to purchase a automotive are YouTube (41%) and Fb (37%), adopted by Instagram (21%) and Twitter (13%).

Howerter added: “Social media can be an effective way to be taught extra concerning the automotive you need to purchase, nevertheless, shoppers should even be cautious about which sources they select to belief.” 

A used car retailer recently used his TikTok account to inform consumers that they should scour non-public sellers’ adverts on Auto Dealer in the event that they need to entry the market’s most cost-effective autos.

Automotive content material specialist Craig Thomas wrote an opinion piece for AM that outlines the potential benefits for OEMs and automotive sellers which use content material advertising and marketing to achieve and maintain engaged consumers.

The CarGurus research, which particulars how shoppers’ attitudes have modified in the direction of the car-buying course of during the last two years, additionally discovered the variety of consumers utilizing on the spot messaging platforms similar to WhatsApp as an preliminary level of contact with sellers has virtually doubled, rising from 5% in 2020 to 9% in 2022.

Right this moment’s shoppers are prone to contact sellers on-line forward of visiting in individual. That is very true for individuals who purchase new vehicles, with 45% contacting the supplier on-line forward of an in-person go to. The research additionally discovered 42% of individuals aged 24-32 years contact a dealership on-line first.

The analysis additionally revealed the highest three causes for getting a automotive, which had been that individuals saved cash throughout lockdowns (24%), moved to a brand new home (22%) or bought a brand new job (19%).

The highest concerns for consumers when buying a automotive are price range (32%), reliability (29%) and driving really feel (25%). Nonetheless, consumers additionally expertise a rollercoaster of feelings – and whereas 55% declare that automotive shopping for is enjoyable, an additional 53% say it’s irritating.

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