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Why people use at least three car search sites before buying

Dermot Kelleher of Ebay Motors Group

Two in three car buyers search on at least three motor advertising websites when trying to find their next car, according to research.

The study of more than 2,200 car buyers by researchers Insight Advantage found they use an average of 3.5 car listings websites, and only one in 10 relies on a single online marketplace when researching what cars are available for purchase.

The results indicated a keenness to get a bargain and a desire to transparency and confidence.

Fewer than half of the car buyers said they search around because they enjoy doing so.

The study found buyer confidence builds when using multiple marketplaces, and over three in five said they need to check that the car they want is not being offered cheaper elsewhere.

Four in five shop around to make sure they have found the car they want at the best possible price, and almost as many said it is important to ensure they have seen a wide choice of cars in their search area.

“Customers searching online for their next car purchase are understandably focused on buying the right car at the best possible price and using multiple car search websites is providing them with this peace of mind,” said Dermot Kelleher, head of marketing and research at eBay Motors Group, which commissioned the independent survey.

“The challenge facing dealers is being visible in this digital-first car buying world. Our research shows the benefits for dealers who advertise on multiple platforms because that is how buyers are searching.

"The more touchpoints a dealer has with a buyer, the greater the chance of an enquiry and a sale,” said Kelleher.

Now overseeing the Gumtree, Motors and eBay Motors car classified websites, eBay Motors Group is attracting car dealers to market their cars for sale efficiently across its three platforms, in order to maximise their online exposure and ensure their stock is visible to prospective buyers at multiple points in their car search.


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