Press release

More than 7 in 10 turn to dealer websites when buying their next car

71% of used car buyers visit a dealer’s website before making their purchase, according to the latest buyer behaviour survey1 for the UK’s largest digital automotive marketplace, Auto Trader.

Based on interviews with 1,300 customers, it revealed a higher proportion of digital forecourt visits for car supermarket customers, at 78% and independents at 75%. Meanwhile, the proportion visiting a franchised website was slightly lower at 61%.

When asked what information they look for in a dealer website, most buyers focus on stock. 57% said they visited a website to check the range of stock, 41% to check availability of a car for sale and 53% to check prices. One in five looked for practical information like opening hours and contact details while location maps were sought by 13% of visitors.

“The internet has fundamentally changed the way cars are bought and sold. Consumers do most of their research online when looking for their next car and this includes visiting dealer’s websites”, says Auto Trader’s Market Research Director Nick King. Consumers don’t feel the need to contact dealers as much either, they will simply turn up on a forecourt knowing exactly what they want to buy.”

But the research also revealed that dealer websites are increasingly used to build trust in the company from which they wish to buy, as Nick King explained: “today around one in ten buyers actively look for customer testimonials on a dealer website. A similar proportion seek background information on the dealership itself, such as how long it has been in business.”

Building trust is an important factor in the success of family-owned business Chrome Motors, based in Macclesfield. Managing director Danny Towns said their brand success had been built on an understanding that the industry has changed, that customers have higher expectations and are better informed than they have ever been in the past.

Towns says: “I would say that between 30 – 50% of our customers use our website to help build trust in our business. When they arrive on our forecourt and we talk to them about testimonials, they often tell us they’ve already seen them on our website. I would estimate that about half of our customers research us solely online before visiting in person and I’m very comfortable with that.

“Our website isn’t perfect yet, but it reflects our track record in supporting local community projects and reputation for providing excellence in customer service. Customers like that. Today we are all looking for the John Lewis-type experience. We want to feel warm and comfortable about doing business with a company. Reviews, testimonials and support for community projects helps us achieve this.”

In the last year Chrome Motors have reported a leap in business, and Danny Towns says this has come particularly from those in the local community. From an average of 50 – 60 sales per month last year, the site is now retailing between 90 – 100 cars every month.

Companies like Chrome Motors are blazing a trail for the independent sector. Retailers in the franchise and car supermarket sectors will also have the opportunity to shine at this year’s Auto Trader Click Awards on 2 July 2015.

The award for Best Retailer Digital Customer Experience will assess areas like website design, content and functionality. The winner will be chosen from the perspective of the car buyer, through a combination of consumer research and an expert panel. For more visit: http://autotraderclickawards.co.uk

For all trade media enquiries, please contact:

Nigel Wonnacott, PR Director at JJ Marketing, on 07802 483 971 or nigel.wonnacott@jjmarketing.co.uk

Discover what we are doing to keep #consumers engaged with our platformin order to help #cardealers build their #salespipeline in our latest blog post from our COO Catherine Faiers - https://t.co/t4Sv4m9YjB #cornonavirus #consumerbehaviour https://t.co/7LTGzvyJSN
Join us for an Auto Trader Insights webinar where we will be discussing the current trends we are seeing across the #automotive market as we continue to navigate our way through the #coronavirus outbreak. https://t.co/AxxdZtR7i0 https://t.co/uzTeeCtzHm
On yesterday's customer webinar we highlighted that whilst consumers might not be able to visit dealerships, a variety of metrics indicate there's still consumer demand. If you missed the session, which included @ASE_Global's @mikejonesase, catch up here https://t.co/7qLr0Tz3hT https://t.co/LBGALeheWT
We brought forward the launch of our new #marketintelligence tool, AT Market Insight, to ensure #cardealers can keep up with the changing market conditions in these turbulent times. Discover how you can use this new tool now in our latest blog post. https://t.co/50K8rBG2Xi https://t.co/Cc3rZFAk8f
30 minutes left until today's webinar! Register now to hear the latest advice on what options #cardealers have during #coronavirus. Even if you cant make it we will send you the recording https://t.co/vr0dwQTD3J https://t.co/VuIea3MFoK
Have you signed up to our next weekly webinar? We'll be talking through what options #cardealers have amidst the #coronavirus. Tune in tomorrow at 10am and if you can't make it, sign up and we will send you the recording. https://t.co/vr0dwQTD3J https://t.co/omXRjB386q
Last week our #Data & #Insight Director, @therickw joined our webinar to talk retailers through key market observations he had made. Well, we’ve invited him back to share another update to see if the story has changed. https://t.co/KcGC6O2nom https://t.co/AcvcSqSpo1
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Start the week off right with @MarcThornboroug's latest tips on practical things retailers can be doing now to help build that #salespipeline whilst #workingremotely https://t.co/NKxMkK5qbv https://t.co/xpYaTQbWfo
In next week's webinar, we'll be asking our expert panel 'What options do retailers have amidst COVID-19?' Discussions will include furlough for employees & funding for self-employed retailers. Submit your questions when you register: https://t.co/fifT2NvFOB https://t.co/u6YMY1HQB4

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