Up from just 17% in 2002, 30% of Australians 14+ (5.8 million) now research cars online in an average six month period—whether they’re in the market for a new one or not, the latest data from Roy Morgan Research shows.
Of course, those who are actively intending to buy a new or used car within the next 12 months are much more likely to research online: 59% of people looking to buy a brand new car in the coming year have researched at least one aspect of cars or dealers online, as have 47% of those planning on getting a used car.
The most common online research areas among new car intenders are vehicle features (44%), prices or quotes (39%), locating a dealer (27%) and making general enquiries (25%). Used car buyers are more likely to be checking prices (32%) than features (25%), while 17% have used the internet make enquiries and 14% to locate a dealer.
% of people who used the internet for vehicle research purposes in last six months:
Source: Roy Morgan Single Source (Australia), January – December 2014 n=51,969 Australians 14+
Jordan Pakes, Industry Director - Automotive, Roy Morgan Research, says:
“The majority of Australians (59%) who are planning to buy a new car within the coming year have used the internet in the last six months to research cars. 44% used the internet to check vehicle specs and 39% to check prices. It is also notable that 27% of intenders went online to locate a dealer and 25% made enquiries.
“Despite the market showing signs of recovery after a period of contraction from mid-2014, the volume of potential car buyers remains below the equivalent levels from 12 months ago. In a more competitive environment, manufacturers and dealers will need to keep an extra close eye on the channels people use to research, and then decide on their potential next vehicle.”
Roy Morgan Research
Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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