Compete and J.D. Power presented an analysis yesterday stating that the auto industry would be better served searching out new buyers on social media networks rather than search engines like Google and Yahoo.
The speech was given at the J.D. Power and Associates Automotive Internet Roundtable in Las Vegas at the Red Rock Casino Resort and Spa.
Compete and J.D. Power studied the web URL addresses that new-car buyers had visited and recommends that a social media presence like fan pages or profiles is beneficial for interacting with potential buyers. The round table also commented on social media’s ability to understand consumers. The biggest topic at the round table was social media’s future in the automotive industry as a game changing tool.
Other information gained from the study found:
• 1/3 of buyers visit auto brand or third-party sites 6 months before purchase
• 2/3 of buyers visit auto brand or third-party sites 3 months before purchase
• 19 % of buyers, who search online, claim to visit dealer sites first.
• 41% visit OEM sites first
• 40% visit third-party auto sites first
• Online buyers consider an average of 2.9 cars before making a decision
RT @boalt: Social Media More Effective than Google Search in Auto Industry http://bit.ly/1sfX3O
October 18th, 2009 at 6:03 am