The Automotive Path to Purchase
Following are important car buying statistics you can't afford to miss from the 2015 Automotive Path to Purchase study by Google, to help you understand online car buying behaviors better, and to help you improve your sales process.
56% Percentage of people who test drive 1 vehicle or less.
#1 Source Search engines are the top sources purchasers use to learn more about vehicles, followed by regional dealer sites, and professional review sites.
220% Year-over-year growth in auto video watch time.
4.13 Number of auto YouTube videos watched before purchase.
86% Automotive video views on YouTube that occur on non-official brand content.
Over 1/3 Amount of auto research that is conducted on a mobile device.
58% Percentage of auto purchasers who use mobile turn to their mobile phone daily to research vehicles.
#1 Action On mobile - viewing images.
1-in-3 Number of consumers who "Call" or "Locate a Dealer" action from a mobile device.
1/2 Consumers who use mobile while on the dealership lot.
Of the 1/2 of consumers who use mobile while on the dealership lot:
36% checked the price of a vehicle to make sure they're getting a good deal.
34% looked at consumer reviews.
30% reviewed a description of a specific model.