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Online media now the top choice

Posted on: June 27, 2013 by Platinum Direct

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About three quarters of new and used car buyers in Australia use online media as part of their researching process, according to the latest survey results released by Nielsen. The researcher’s Australian Automotive Report also shows the increasing importance of smartphones, with 30 percent of new car buyers using their mobile phone to access the internet in relation to their car purchase decision.

Based on an online survey of more than 1000 Australian car buyers and “those interested” aged 18 or over, the study found 73 percent of respondents for both new and used car purchases turned to internet sites or online applications for assistance.

Among new car buyers, this compared to 35 percent using TV resources, 55 percent relying on word of mouth and 60 percent referring to print publications. 76 percent also visited dealerships as part of the decision-making process.

While online resources were relied upon equally by new and used car buyers, those in the market for a used car typically relied less on other forms of information. This sector includes TV (21%), print (51%) and dealers or auction houses (59%).

After the web, word of mouth was found to be the next biggest resource for used car buyers, with 61 per cent seeking advice by talking to people.

Nielsen research director Melanie Ingrey described online sources as unquestionably important in the car-buying decision process, adding that their influence is growing. “The opportunities held by online media to build awareness, engage potential vehicle purchasers, fulfil their information needs and move car buyers through their decision-making process are abundant,” she said.

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