Used Car Buyers Spend More Time Online Researching Their Next Purchase, Use More Search Platforms Than Before Covid – Car Dealer Magazine
Buyers are spending more time looking for their next used car and browsing more online research platforms than before the pandemic.
This is according to new data released by eBay Motors Group. Its 2021 digital touchpoint survey, which surveyed 2,000 shoppers in June and compared them to the last survey conducted before the pandemic in October 2019, found that shoppers currently spend an average of six weeks (42.1 days ) to research their next purchase online – up from 40.5 days in 2019.
The survey found that 91.5% of those surveyed use two or more car search websites, an upward trend since 2019, while those using only one website fell from 11.4 % to 8.5%.
According to eBay Motors Group, the average used car buyer uses 3.5 car search websites during their car buying journey.
This average increases for new buyers, who visit four sites, and those who buy near-new cars at 3.7 sites.
The increase in the use of multiple platforms was generalized with 69% using three or more, 42% using four or more and almost a quarter (22%) using more than five.
The most frequently cited reason for using multiple sites was to check whether a car was advertised for the best possible price.
This figure rose to 87% of buyers, up from 80% in 2019.
Other reasons included the need to have as much information as possible about which model to buy (86 percent) and to ensure that a wide selection of available cars were viewed in a specific search box (83, 5 percent).
Dermot Kelleher, Head of Marketing and Research at eBay Motors Group, said: “Our research identifies how important it is for buyers to be able to check the price consistency of the model they want to buy – see the same car listed on multiple platforms provides this assurance.
“Buyers are also spending more time researching online than before the pandemic, even though physical plazas have been open since April.
This highlights the continued need for car dealerships to keep their digital storefronts up to date at all times and to ensure that their vehicles are seen in multiple locations online.