![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/600ef353540c0f93fcacc2c9_Online%20Consumer%20Behavior%20Changes%20in%20the%20Automotive%20Industry.png)
Online Consumer Behavior Changes in the Automotive Industry
Key Takeaways
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60c7bc0338e68af93665a498_Key%20Takeaways%20%E2%80%93%C2%A0Divider%20%E2%80%93%C2%A0Gradient.png)
Brand Awareness Tactic — Influencer Marketing: Many luxury car companies tapped into influencer marketing as well as aspirational and value-for-money car brands. 88% of consumers trust online recommendations as much as face-to-face recommendations, making influencer marketing more powerful than ever. Influencers help to humanize the product, create aspiration and increase engagement.
Social Media Focus — The Power of Youtube: YouTube is the most powerful channel for automotive brands to reinforce brand perception and to raise brand awareness to new audiences. According to Google, 1 in 3 auto buyers say YouTube helped change or reinforce brand perception. In addition, within the next generation of car buyers, 70% of teens believe YouTubers are more reliable than celebrities. Car review channels on YouTube are extremely popular, with Carwow generating 59M views per month.
Online Shopping — Car Reviews & At-Home Test Drives: To overcome the hurdles of online shopping, car buyers are looking towards online car reviews and at-home test drives as an alternative to visiting a dealership. 33% of Canadians believe at-home test drives are the best alternative to a dealer visit.
Online Shopping — Simplified & Convenient Experiences: When purchasing a vehicle online, consumers are looking for the following:
- Ability to easily compare cars
- Detailed descriptions of the vehicle, accompanied by pictures and videos
- Access to independent ratings
- Pick up and delivery options
- Car reviews
- At-home test drives
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Digital channels have become critically important throughout the vehicle purchasing funnel.
![Vehicle Purchasing Funnel](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60ad3968fff5aa6d151c7da7_Vehicle%20Purchasing%20Funnel.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Many luxury car companies tapped into influencer marketing as well as aspirational and value-for-money car brands.
![Influencers](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60ad39d90448b47e5c995645_Influencers.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
YouTube is a powerful channel for automotive brands to reinforce brand perception and to raise brand awareness to new audiences.
![YouTube](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60ad3a3bb2e0a6bdb4922a93_YouTube.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Google search and Youtube are the key elements that enable inspiration, discovery, comparison.
![Google Search And YouTube](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60ad3adbe53a921fa5c2b1a7_Google%20search%20and%20YouTube.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
66% of people viewed at-home test drives and digital experiences as a good alternative to visiting a dealership.
![Digital Experience](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60ad3b83eac239028e55b851_Home%20test%20drives.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
46% of Canadians consider video car review to be the most popular digital alternative to visiting a dealership.
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60ad3bfa6bb36b5d952006bd_Follow%20Up%20Actions.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
1 in 3 agreed they were influenced by YouTube to make a purchase. Top car review channels on YouTube are generating 87M views per month.
![Carwow](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60ad3c45eac23920095665e6_Carwow.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Consumers have also increased expectations in other areas of the digital research journey. Their main concern are a simplified and convenient experience.
![Research](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60ad3cad347b2682cfadc773_Research.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Currently, only 3% of the general population bought a car online. However, 40% of millennials are wanting to purchase cars online indicating a shift towards digital channels in the near future.
![Ready to buy](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60ad3ce5ae3ee0285c8ba76d_Ready%20to%20buy.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Currently, only 3% of the general population bought a car online. However, 40% of millennials are wanting to purchase cars online indicating a shift towards digital channels in the near future.
![Ready to buy](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60ad3d554371d46fdf710303_Ready%20to%20buy.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
When purchasing a car online, consumers are looking for convenient delivery options and test drives are still an important factor before committing to buying a vehicle.
![Ready to buy](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60ad3daffcdfd8809d971f36_Ready%20to%20buy.png)
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