|[November 01, 2012]
Digital Air Strike Study Finds Car Buyers Increasingly Rely on Social Networks and Review Sites during Dealership Selection Process
SUNNYVALE, Calif. --(Business Wire)--
Digital Air Strike™, the nation's leading full-service automotive social
media, online reputation, and lead-generation management company, today
announced the results of its Fall 2012 Automotive Social Media and
Reputation Trend Study. The study found that car buyers are
increasingly using social media in the vehicle purchasing process.
Furthermore, they are relying on review sites to determine which dealer
to visit when shopping for a vehicle. Car buyers are willing to drive
longer distances to get to dealers with positive online reviews. Review
sites, dealership websites, and Facebook (News - Alert) were named as the top three
most influential digital mediums used to help buyers make their
"The study found evidence that car dealers actively engaging in social
media and reputation management have the potential to increase both
their market share and their market reach," said Alexi Venneri,
co-founder, CMO and COO-Social Media of Digital Air Strike.
The bi-annual study included an in-depth analysis of how 600 U.S.
dealers use social media, and an online survey of 1,600 consumers who
bought a car in the last 6 months. Results showed that 67% of consumers
had used a review site when selecting a dealer. Of that group, 70% said
that if dealers had equal star ratings, they would be more likely to buy
from the dealership with the most recent reviews. The majority of car
buyers (71%) used Google (News - Alert) search to locate a dealer and 49% of that group
said they clicked on a review site found in the search results.
Additional key findings include:
The top five review sites used in dealership selection, as named by
car buyers, are: Cars.com (55%), Edmunds (50%), Google+ Local (40%),
Yelp (News - Alert) (14%), and Yahoo! Local (11%).
Car buyers are willing to drive farther to reach dealerships with
positve online reviews - 24% said they would drive 30 miles to a
dealer with positive reviews, 15% said they would drive as far as 40
miles, while nearly one-third (31%) said they would drive 50 miles or
Vast majority of car buyers are using photo/video sharing social
networks and named the top five used as YouTube (70%), Pinterest (21%
), Flickr (18%), Instagram (17%) and Photobucket (News - Alert) (14%).
Dealership Facebook fan counts are increasing; the average count rose
to 719 likes, up from 560 likes in April 2012.
More than three quarters (77%) of dealers' Facebook fans live within a
50-mile radius, making Facebook a valuable targeted marketing tool for
dealers to increase awareness and reach to potential car buyers.
32% of car buyers said they recalled seeing dealership ads on Facebook
and 16% said they clicked on the ads.
When visiting dealer Facebook sites, car buyers have clear ideas about
what they want to see. The top five items cited as valuable on
Facebook pages included, in priority order: dealership service
promotions such as coupons or discounts, pictures of cars, sales
promotions, reviews from consumers about the dealership, articles
about cars and/or car care tips.
"Get Social or Go Home" Webinar
To learn more about the study findings and the latest social media best
practices, ROI tips and dealer success stories, auto dealers are welcome
to attend one of our free webinar series at 12pm PST on Nov. 6, Nov. 8
and Nov. 13. To sign up for the webinars visit: http://digitalairstrike.com/getsocialorgohome/.
About Digital Air Strike
Digital Air Strike provides the industry's most complete automotive
social media and digital marketing solution. The company developed a
turnkey program that includes fully managing social media sites, online
reputation, and digital lead responses for dealerships nationwide. The
company offers multiple tiers of service, ranging from targeted social
media and review site management to comprehensive multi-vehicle quoting
with behavioral targeting capabilities. Digital Air Strike's expertise
spans all manufacturer brands and has a proven track record of helping
automotive dealers, dealership groups, and manufacturers engage with
more consumers while delivering increased website traffic. Additional
information is available at www.digitalairstrike.com
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