9:13 am, September 12, 2014
DRIVERS aged between 18 and 24 are the LEAST likely to use the internet as the first source of information before buying a car, according to new research from Experian, the global information services company.
Only one third of younger car buyers would surf the internet for information, preferring to consult friends and family or talk to a dealership sales person first.
More than 1,000 UK drivers were surveyed to understand where they bought their car from and why. An overwhelming majority (74 per cent) made their car purchases through dealerships (both manufacturer and independent). One in ten people purchased their current car from a private seller and only one in 20 bought their last car from a car supermarket.
The survey revealed that car buyers preferred to go to a dealership because they felt it was ‘less risky’ (24 per cent), and also said they felt they could go back to the dealer if there were any problems with the car (46 per cent). Twenty per cent thought that dealerships offered better knowledge of the market and the vehicles it sold.
Andrew Ballard, principal consultant for Experian’s automotive business, said: ‘Our research shows that the vast majority of those who bought from a dealer in the past would go back to a dealer for their future purchase.
‘Clearly reputation and trust have a key role to play and the steps taken over the years by many motor retailers to build that trust are paying off. These dealers have also taken steps to recognise and understand not only who their customers are, but what they need, so they can provide them with information relevant for their needs.’
