The 2015 Automotive Buyer Influence Study commissioned by Autotrader.com through IHS Automotive is in. The U.S. study’s latest findings reveal that by the time car buyers reach a dealership, the majority have already decided on what vehicle they want to purchase.

How are car buyers coming to a purchase decision?

The internet continues to shape buyer shopping habits with time spent shopping online increasing to 75% in 2015. It is the number one source for car buyers and the most influential source leading a car buyer to a dealership – more than 20 times that of any other media source cited in the study (such as referrals, prior experience).

The study cited that for both new and used car buyers, third-party sites (like Gumtree) were the most-used for shopping. Over half of the car buyers said that third-party sites were the most useful – three times more than any other site (such as manufacturer sites, dealer sites and search engines).

Not only is the internet the leading source of traffic to a dealership but a dealers online presence plays an influential role in determining what make/model to buy. The study highlighted that, 69% of car buyers start off knowing very little about the vehicle they want to purchase. Online, car buyers are comparing makes and models and researching prices. Additionally, finding actual car listings is what used car buyers are looking for.

Importantly, once a car buyer steps foot in a dealership, they are significantly less likely to switch the make/model they have decided on. In fact, 75% of car buyers purchased the same make/model they had in mind when they first visited the dealership.

Although the study reflects the buying habits of the U.S. market, similar trends exist here. As a car dealer, your greatest opportunity to get in front of car buyers and influence purchase decisions is online and on third-party sites where they spend the most of their time. Gumtree helps you get in front of car buyers and assists car buyers with what they’re looking for. Gumtree provides a simple online marketplace for buyers and sellers to connect with each other.

Ensure you’re making the most of your Gumtree subscription. For help with your car ads, setting up you ‘Dealer Page’ or anything else, contact Dealer Support on dealer-support@gumtree.com.au or on 1300 137 304

Source: 2015 Automotive Buyer Influence Study commissioned by Autotrader.com through IHS Automotive