THE web may have changed consumers’ buying decisions about cars, but the forecourt remains the place to buy.

That’s the view of digital media company Specific Media, who found that a third of British car buyers think the web makes them less dependent on dealers at the pre-sale stage, and gives them more control of their purchasing.

Half say the internet gives them a wider range of opinion, bringing them to the forecourt better-informed having done their own online research, casting dealers in a post-sales role.

Two-thirds of consumers now use the web to research vehicles before purchase, with 38 per cent citing the experience as ‘interesting’ and 32 per cent as ‘enjoyable’, and three-quarters of motorists cite the web as an important influence on their buying decision.

However, according to the research, the internet has yet to challenge the forecourt when it comes to actual purchase behaviour.

‘The positive news for dealerships is that people are not yet buying cars over the internet’

The findings show that well over half of consumers still purchase from a main dealer and a fifth buy at other dealers and garages – this compared to just three per cent of cars that are bought through online auctions, sales sites and other web locations.

Chris Worrell, European research manager at Specific Media, said: ‘The positive news for dealerships is that people are not yet buying cars over the internet. However, the web has become a powerful research tool for consumers, giving them greater control over their purchasing decisions.

‘The automotive consumer of today is well informed and comes to the forecourt armed with information. Dealers and manufacturers need to acknowledge this and look to add value in other areas of their service such as post-sale support.’

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.

‘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,’ said Worrell.

‘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.’