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Strong web presence 'vital', finds new research

The Consumer Insight Panel report cover

New research from has highlighted the importance of dealers using multiple car search websites.

The company’s first Consumer Insight Panel found that 79% of buyers visit two or more car search websites when looking to buy a car.

More than 1,000 in-market car buyers were polled to identify current and future purchasing trends.

“Our research shows car buyers are keen to shop around online for the best value deal to suit their needs in the same way they do when booking a hotel or flight – with both price and retailer being key to their decision making,” said Dermot Kelleher,’s director of marketing and business intelligence.

“The findings illustrate how vital it is for dealers to increase the reach and frequency with which their stock is exposed to potential car buyers.”

The research also found that more than a third of buyers expect to purchase their new car online – though three-quarters of respondents said they would still want to view and test drive the car.

A quarter of car buyers said they would not consider a diesel model anymore, even if offered a significant discount. But, two-thirds felt that electric cars were too expensive.

The independent research for the Consumer Insight Panel was conducted by Insight Advantage and focused on four main themes: Fuel Types, Click to Buy, From Desktop to Forecourt and Dealership Pain Points.

You can download and read the report by clicking here.

“The purpose is to help automotive businesses identify what matters most to today’s car buyers by providing insight on how to adapt and create approaches that respond successfully in a highly competitive market,” said Kelleher.

“For example the research identifies how consumers are anxious around negotiating on price and part-exchange values and are put off by the amount of administration required to make a purchase; these are all elements that can be seized upon by dealers to increase business performance.

“Understanding customer wants and needs in today’s fast-changing and competitive landscape is vital for automotive retailers. Clearly buyers expect their online experience to be fast, reliable and transparent,” he added.

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