Consumers’ intent to buy automotive products online has tripled since 2011 in the UK, according to research by Nielsen.
The proportion of Britons who intend to use the internet to buy cars, motorcycles or related accessories in the next six months has reached 17% in 2014, up from 5% in 2011 to 17%.
Half (50%) of Britons, overall, admit to spending time researching online before buying and 54% read online reviews.
One in five (18%) Britons use social media to help make purchase decisions – although this is almost half the European average (33%).
Nielsen's study showed British consumers are almost 40% more likely to buy items online than Europeans as a whole.
Mike Watkins, Nielsen’s UK head of retailer and business insight, said: “Although it’s an undoubted success, three key actions are needed by retailers to fully realise e-commerce’s true potential.
“More reassuring security features to improve consumer confidence are a must, whilst free delivery should be a serious consideration. Sites should also have easier navigation and clearer presentation."
As editor, Tim is responsible for the media content, planning and production of AM's multiple channels (AM print and digital magazines, website, social media and contributing to our events planning). He interviews and writes about as many franchised dealer groups and UK divisions of motor manufacturers as possible, to explore the issues facing UK motor retail and understand what solutions dealers and suppliers are using to overcome these.
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