Motors.co.uk analysed the top 10 most popular searches from 2.7 million unique users.
It discovered that dealers including video footage in their advertisement saw 6 times the level of enquiries. Despite this, only 10 per cent of dealers are using video.
Simply including photographs saw a doubling in the number of enquiries, but even this medium is not fully exploited by dealers.
Overall, 9 out of 10 dealers are not taking full advantage of cheap new avenues, says motors.co.uk.
Katie Armitage, marketing manager for motors.co.uk said: ‘Our research has shown just how powerful the use of video can be online, to delivering quality, cost effective leads for dealers.
‘With video, customers have already seen the car they want to test drive, and so, when they reach the dealership, they’re already serious buyers. With the increase of online video set to triple in the next 3 years, there are some great opportunities for dealers.
‘It is a persuasive message for delivering cost effective, quality sales leads.’
Motors.co.uk launched its video function earlier this year. Currently, over 8500 dealer videos are hosted by the site.
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