Digital Air Strike Releases Unique Automotive Study

First Automotive Study of Both Consumers and Dealerships

Dig­i­tal Air Strike™, lead­ing full-ser­vice auto­mo­tive social media and online rep­u­ta­tion man­age­ment com­pa­ny has pub­lished the industry’s first 2012 Auto­mo­tive Deal­er­ship Social Media and Online Rep­u­ta­tion Study. Find­ings demon­strate that auto­mo­tive deal­er­ships need to increase engage­ment with car shop­pers online dur­ing the car buy­ing process, as the study shows the impor­tance placed on these net­works by con­sumers.

Con­sumers Sur­veyed
The study sur­vey­ing 275 car buy­ers in the last 6 months revealed that the top four review sites used to deter­mine deal­er­ship selec­tion, as ranked by con­sumers in the study, were: Edmunds (22%), (20%), and Yelp and Google Reviews (both at 19%).

High­lights include:

  •  69% of con­sumers said social media sites helped their vehi­cle pur­chase deci­sion
  • 68% of car shop­pers said that deal­er­ship reviews impact­ed which deal­er­ship they vis­it­ed when shop­ping for a vehi­cle
  • 50% of con­sumers said that read­ing reviews affirmed their orig­i­nal choice of deal­er­ship, and 18% of con­sumers said they either select­ed a deal­er­ship based on the reviews they read or changed their choice of deal­er­ship after read­ing reviews on mul­ti­ple deal­er­ships

Deal­ers Sur­veyed
Find­ings from the study sur­vey 600 auto­mo­tive retail­ers include that the major­i­ty of deal­ers who try to man­age social media activ­i­ties in-house are not effec­tive­ly lever­ag­ing social media as a com­mu­ni­ca­tions chan­nel. In fact, 90% of the auto deal­er­ships that man­age social media mar­ket­ing in-house did not respond to neg­a­tive online reviews and 95% did not respond to pos­i­tive reviews, despite the grow­ing impor­tance placed on reviews by con­sumers dur­ing their deal­er­ship selec­tion process.

“This ground-break­ing study high­lights the impor­tance of social net­works and review sites in the car buy­ing process,” said Alexi Ven­neri, co-founder, CMO and COO-Social Media of Dig­i­tal Air Strike. “Deal­ers who work with a social media part­ner can gain a sig­nif­i­cant advan­tage from increas­es in con­sumer engage­ment and relat­ed web­site traf­fic””

Addi­tion­al infor­ma­tion is avail­able at Dig­i­tal Air Strike or by call­ing 408.220.9500.




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