Around the world, consumers are becoming more dependent on their mobile devices to make purchases of all types. Shopping for everyday items on phones has been normalized for years but consumers are just starting to buy big-ticket items online, including cars. As usage continues to increase, smartphones have become an important part of the car buying process.
AdColony conducted the Car Buying Survey across the globe to analyze consumers’ decision-making, how much mobile devices are used when shopping for a car, and the effects of COVID-19 on car buying plans. This edition has results from the United Kingdom!
Check out highlights from the survey below and don’t forget to download the infographic for all of the insights!
Highlights from the Study:
Consumers use a mix of devices when looking to purchase or lease a car. — Most respondents (40%) use a mix of their smartphone, computer, and tablet when looking to buy a car. 20% said they use their smartphone to most.
Researching cars online often leads to a trip to the dealership.— A majority of respondents (63%) said they are very likely or likely to visit a dealership after researching cars online. Marketers should make sure to tie-in a dealer locator to their ads or website.
Car buyers still favor buying in-person at a dealership. — Consumers were asked if they had ever bought a car online and had it delivered to their home using a service. Only 10% have said they had used a service like this, 14% said they would be interested. Auto companies with these services need to gain more awareness and credibility to sway UK consumers.
Auto ads and mobile videos are effective. — Car buyers were asked about how they consider and interact with auto ads. Almost half of respondents (45%) said they consider relevant auto ads when shopping for a car. Additionally, 55% said they would consider watching and interacting with a mobile video to explore models and features.
Car buying plans changed for some consumers due to COVID-19. — While many consumers’ plans have not changed, many of them are now interested in buying cars online to avoid visiting dealerships. Some people cite financial issues as the reasons they have changed plans including less money for a down payment and financing needs have changed.
Don’t forget to click on the infographic to open it full size!
About the Study
The AdColony Car Buying Survey 2020 was distributed globally and garnered over 1,700 responses. This report focuses on results specifically from the United Kingdom. The survey asked respondents, aged 14 years old to over 75, fifteen questions about their car shopping behavior, dealership visits, device usage, and ad engagement.
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