Power: 3rd Party Auto Sites Are Tops for Shoppers
Good news for Edmunds.com, KBB.com, and AutoTrader.com; not so good news for [automaker brand name here].com.
J.D. Power & Associates Web Site Performance Tools Report says that among the 77% of new-vehicle buyers who use the Internet in the shopping process, more than two-thirds (68%) visit at least one manufacturer Web site in the six months leading up to purchase, while a larger percentage -- nearly eight in 10 -- visit at least one third-party Web site.
The study, a collaboration between J.D. Power and Associates and Compete Inc., found that in each of the discrete six months preceding vehicle purchase, greater proportions of buyers visit third-party Web sites, compared with manufacturer Web sites.
The ailver lining for automakers? In the month of purchase, visits to manufacturer Web sites increases to match those to third-party Web sites, with 31% of all new-vehicle buyers visiting each type of Web site.
The firm says that among buyers who visit third-party Web sites, inventory search is the most popular Web site tool, with 25% of buyers accessing this type of information. Among buyers who visit manufacturer Web sites, vehicle building tools are used most frequently. Among third-party Web sites, AutoTrader.com, Edmunds and Kelley Blue Book got particularly high visits from buyers overall.
Recent Marketing Daily Articles
-
Mobile Important For Hispanic Shoppers May 23, 5:10 p.m.
Marketers looking to capture more of the growing Hispanic market in the U.S. would do well ... -
CoreBrand: Brand Favorability Low May 23, 4:33 p.m.
Brand consultancy CoreBrand says awareness isn't everything. Awareness is up across the board for the top ... -
Ford Launches European Campaign May 23, 1:36 p.m.
Ford of Europe is backing the 2013 UEFA Champions League Final football match and launching a ... -
Study: Social Media Driving CSR May 23, 11:32 a.m.
With tax evasion and third-world factory collapses dominating headlines, a new study on the role of ... -
Mondelez Goes Social, AR In Band-Tour Sponsorship May 23, 8:14 a.m.
In two firsts for the company, Mondelez International is using a fan as a social media ... -
Beer Category Grows Most In Brand Rankings May 23, 12:40 a.m.
Beer was the highest growth category in this year’s BrandZ rankings -- up 36% year-over-year, according ... -
Saks Soars; Target Misses May 22, 6:10 p.m.
It’s a buzzy week for retailers. While mass chains such as Target and Lowe’s say the ... -
Cricket Makes More From Less May 22, 4 p.m.
Prepaid wireless carrier Cricket Communications is taking direct aim at customers of the larger, post-paid companies ... -
Seattle's Best Promos New Drive-Thru Format May 22, 3:43 p.m.
Seattle’s Best Coffee has simultaneously opened 10 “drive-thrus” in the Dallas/Fort Worth area. This marks the ... -
Balance Bar Unveils 1st National TV Ads In 10+ Years May 22, 6:26 a.m.
Balance Bar -- one of America’s first nutrition/energy bar products (launched in 1992) -- is looking ...
Be the first to comment on "Power: 3rd Party Auto Sites Are Tops for Shoppers "
Leave a Comment