Eighty Percent of Car Shoppers Prefer Buying Online

April 22, 2016
steve@automotive.ventures

New research from CDK Global found that car shoppers are willing and likely to start the car buying process online. In a recent survey, CDK found that nearly 70 percent of shoppers expected to find the ability to configure a payment on a dealership website, and 83 percent indicated that online buying technology would help them narrow down their vehicle choice and determine what is affordable.

“Consumers have clearly indicated that they expect dealers to offer the ability to start the car buying process online,” said Bob Karp, president of Automotive Retail North America at CDK Global. “Interestingly, our research found that among those same consumers, nearly 60 percent felt more comfortable starting this process on a dealer’s website compared to third-party sites. Dealers have a big opportunity to improve trust with this new technology, and to reduce the purchase time.”

Other key findings from the survey include:

  • Eighty percent of shoppers say they would likely configure a payment online.
  • Sixty percent said they would configure a payment and provide contact information.
  • Of those surveyed, more than half said they would configure a payment and start the credit process.

CDK Global’s Connected Store online survey was conducted in March 2016 by Root and Associates. A sample of 1,000 licensed drivers ages 22 and older who plan to purchase or lease a car in the next three months, are the sole or shared decision maker when purchasing a car, and plan to use an online resource when researching and shopping for a new car were included. The sample was nationally representative by gender, geographical location, household income and ethnicity. Margin of error is +/- 3.1 percent, at a 95 percent confidence level.