One in five UK consumers search the internet for car video content before buying their next car, according to new research.
The study conducted by Redshift Research among 1,000 motorists on behalf of Motoring.co.uk show that the largest appetite for online video is amongst 18-44 year olds, with 22% consuming video car reviews on YouTube when they are deciding what car to buy next and 20% visiting car manufacturer websites to watch video.
The over 45s are least like to search for video content with just 1 in 10 visiting YouTube to watch car reviews, only 12 per cent watching videos on car manufacturer sites and 14% watching video car reviews.
Consumers in London are most likely to search for online video content, with nearly a third of car buyers watching video car reviews, 21% watching car manufacturer videos and 16% watching video on car manufacturer websites.
Chris Green, co-founder and sales director of Motoring.co.uk, said: “Our new research shows that manufacturers and dealers have much to gain by addressing the needs of the online car researcher and buyer with unique online video content.”
Green said dealers are missing out on web traffic and sales leads by not using video content “effectively”.
He said: “Video content provides an excellent platform to inform and convert potential car buyers, via buyer’s guides, car reviews and video overviews, which can be broadcast on a dealer or manufacturer’s website and potentially on other portals like Motoring.co.uk.
“Investing in unique content can boost natural search ranking and lead to an increase in targeted traffic to a website. Manufacturers and dealers who don’t commit to publishing quality, relevant video content risk falling page rankings and declining web traffic.”
andrew howells - 25/10/2011 14:08
Congratulations to Chris Green for commissioning the research. The age range comments are particularly interesting. Whilst the over 45's maybe less likely to search out video under their own steam, they're more than happy to watch it when it's about the car they're interested in purchasing, and if the offer to view is managed by the dealership selling the car. Our experience with numerous dealers in the UK, volume or prestige, is the consistent delight that their customers (of all ages) experience as a result of a salesperson taking the time to undertake a C It Now video of the car either as a live presentation or a personal pre-record sent via e-mail. Great to see this sort of research being undertaken.