A study by digital media company Specific Media has found that online pays a large part in researching before car purchases, and suggests manufacturers need to advertise more effectively online.
The research found that 74 per cent of people say the internet is an important place to do research into new car purchases, while 66 per cent say the internet allows them independence in gathering information.
The findings also show a discrepancy between the brands consumers research online and those they end up buying, with people often searching for high-end marques but ultimately buying mid-market models. Specific Media suggests that many brands are not targeting the right audiences with their marketing campaigns, and that they are advertising in the wrong locations and chasing out-of-market consumers.
Chris Worrell, European research manager at Specific Media, said: “Just as the web has evolved the way people approach buying cars, brands need to adapt the way they use the internet to ensure they reach and influence in-market consumers.
“Manufacturers should look to advertise more effectively online by targeting people who are most likely to buy their cars. This may sometimes challenge received wisdom about target audiences but it is where the power of digital advertising and actionable insight can produce results for automotive brands.”