When selecting a dealership from which to buy, most consumers visit Edmunds.com to view the vehicle information sites dealer reviews, according to results of a study conducted by Digital Air Strike.
The online and social media agency bills its “2012 Automotive Dealership Social Media and Online Reputation Study” as the first automotive-specific study to analyze the use of social media and review sites by car buyers during the dealership selection process. The study also analyzed how dealers engage consumers on these sites.
According to the study, an estimated 22 percent of surveyed car buyers used Edmunds.com to help them select a car dealer, making it the top destination among all independent review sites. The study also found that 68 percent of car shoppers said that dealership reviews affected which dealership they visited when shopping for a vehicle.
via F&I Magazine.