PureCars Survey Shows Where Consumers Are Most Leveraging Digital Retailing One Year into Pandemic

PureCars Survey Shows Where Consumers Are Leveraging Digital Retailing

The survey results illustrate where consumers are most interested, and the changing role digital advertising is playing in driving people to the showroom.

PureCars has announced results of its latest industry survey that shows which digital retailing tools automotive shoppers are using the most today, approximately one year into the pandemic. 

PureCars commissioned an online survey that was presented to more than 2,000 automotive shoppers across the U.S. during March to get a better sense of how and where they are leveraging new digital retailing technologies and solutions. 

Digital Retailing Tools Most Frequently Used 

  • Trade-in Estimate: 71% 
  • Virtual Test Drive: 64% 
  • Contactless Delivery Options: 61% 
  • Build Your Vehicle: 57% 
  • Lease/Payment Calculator: 52% 
  • Finance App: 46% 

Price & Payment Trends During Shopping 

  • 48% of car shoppers say they still budget by total vehicle price; while 42% budget by monthly payment. 
  • 46% of car shoppers say they included the value of their trade-in when budgeting for their next vehicle. 
  • 31% of consumers said the dealer offered a slightly different payment onsite as advertised. 

Advertising Trends 

  • 58% of consumers said the dealer had either a slightly different vehicle onsite as advertised, or a completely different vehicle. 
  • Most people (76%) visited their local dealer after viewing an advertisement via an online video (YouTube); followed by streaming TV (72%); social media (71%); and search via Google (70%). 
  • Only 32% of people reported visiting a local dealer after seeing or hearing an advertisement on traditional media (broadcast/cable TV, radio or newspaper). 

Vehicle Delivery/Online Purchase Trends 

  • Nearly the same number of respondents said they had their vehicle delivered to them directly (29%) as those who said they picked up their car at the dealership (30%). 
  • However, another 26% said they would have purchased their car or truck completely online had the dealership offered that option.

“These survey results illustrate where car shoppers have been focused in leveraging the growing cadre of digital retailing tools being implemented by retailers today,” said Jeremy Anspach, PureCars founder and CEO. “Since we now understand the effects the pandemic has had on the car-buying process, it’s good to start analyzing where consumers are most interested, and the changing role digital advertising is playing in driving people to the showroom.” 

For more information, visit purecars.com.

You May Also Like

Vero, Privacy4Cars Partner on Identi-FI, Identity Theft Protection

Auto dealers within the Identi-FI program will be able to offer Vero’s suite of identity theft tools to customers as a revenue-generating service add-on during the sales process.

Vero announced an exclusive partnership with Privacy4Cars to offer Identi-FI, a full-circle solution that protects against personal data abuses by providing peace-of-mind vehicle data deletion and ID theft recovery.

The solution pairs Privacy4Cars' patented AutoCleared and Vehicle Privacy Report tools with Vero's 3-Generation Fully Managed Recovery (FMR), providing a comprehensive solution that is available now as a membership subscription to qualified auto dealers and distributors.

JM Family Enterprises Names President & COO

As president and COO, Chait will be responsible for all company operations within JM Family, working closely with the senior leadership team to execute on company strategies and drive key initiatives. 

Cars.com 2024 Dealer of the Year Awards

The awards recognize the best local car-shopping experiences across America.

Holmes Honda in Shreveport Receives 16th President’s Award

The President’s Award recognizes superior achievement in customer satisfaction, new-car-unit sales volume and business management.

Tim Lamb Group Brokers Sale of Foothills Lincoln Mazda

The Spokane, Washington, dealership has been rebranded but will be keep all existing Foothills team members at their current seniority.

Other Posts

Service Satisfaction Improves but Appointment Wait Times Continue to Grow, J.D. Power Finds  

According to the study, dealers continue to grapple with parts and labor shortages that are fueling longer wait times for appointments.

700Credit Integrates with One View

This integration will allow dealerships to store sensitive consumer information including credit reports and required compliance documentation through a secure integration into the digital deal jacket.

WarrCloud Study: Cost of Processing Auto Warranty Claims Increases by 28%

The study examined current practices surrounding warranty claims, human resource allocations, and the mechanisms of tracking and streamlining service department costs.

Solifi Launches 2024 Global Leasing Report

The report details insights about the world’s top 50 leasing markets.