Insights from Google's New Car Buyer Report
Google’s 2023 New Car Buyer Report explored how the changing automotive industry impacts the consumer journey. Highlighting new consumer behavior and how marketers can manage these changes effectively, the report set out to answer two questions: “What are new car buyers looking for?” and “How are new car buyers looking for a car?”
Take a look at some key points we found in the report:
- Approximately 80% of new car buyers initiate their car discovery process online, with search and online video being primary sources.
- Search plays a crucial role throughout the entire purchase journey and remains significant for after-sales activities.
- Video is critical: YouTube serves as a potent information source for a diverse range of audiences, appealing to both younger, tech-savvy first-time buyers and affluent, experienced electric car buyers
- Online, electric, and premium/luxury car buyers utilize a broader array of information sources than the average new car buyer, leading to extended research cycles for these groups.
- Test drives are still important - despite the online trend, nearly all new car buyers still visit dealerships for test drives, underscoring the substantial impact of dealership visits on the final purchase decision.
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