Had just a quick moment so here is the whole article-
Automaker Web Sites Most Influential on Buyers; Newspaper, TV Still Effective
WESTERVILLE, Ohio--(Business Wire)--
Thirty-eight percent of U.S. auto buyers are willing to drive more than an hour
for their best deal, highlighting the importance of aggressive advertising by
dealers. The Fall 2009 Ad-ology Media Influence on Consumer Choice survey also
found online media is now more influential than social or traditional media on
auto purchasing/leasing decisions.
Manufacturer Web sites influenced nearly half of recent purchasers. Search
results and online video were also influential, and nearly twice as many males
as females reported influence from online video. Traditional media is still
influential for automotive sales. Newspaper was the most influential traditional
media overall, particularly so for older demographics, Asians, and African
Social media had the most effect on buyers under the age of 54, females, and
higher-income consumers. Auto purchasers who use Twitter say social networks
influenced their purchase more than users of other social networks.
"The growing influence of online media has created the opportunity for
price-sensitive consumers to shop beyond their own backyard," said C. Lee Smith,
president and CEO of Ad-ology Research. "Dealerships must promote themselves
consistently because they have more competition than might be readily apparent,"
Other key findings from the survey:
* 63% of consumers contacted more than one dealer during the decision-making
* Nearly 16% of U.S. consumers intend to purchase a new or used vehicle within
the next year.
* After the vehicles themselves, the topics most researched online by auto
purchasers were: Trade-in values, auto insurance, and gas mileage.
* Television was the most influential traditional media for 25- to 34-year-old
* Blackberry and iPhone users were more than twice as likely than other mobile
phone users to have their auto purchase influenced by support of a cause or
The Media Influence on Consumer Choice survey is conducted throughout the year
by Ad-ology Research to study on- and off-line media influence on buying
In addition to the media influence data, the Media Influence on Consumer Choice:
Automotive report includes breakdowns by social network and smart phone usage as
well as future purchase intentions. The report isavailable for purchase through
the Research Store at Ad-ology.com and includes 50 data charts and marketing
insights. An additional report, Media Influence on Consumer Choice: Auto Care is
About Ad-ology Research
Ad-ology Research analyzes key marketing and advertising trends in over 400
industries and what motivates end-customers. The company`s research is used by
over 2,000 advertising agencies, media properties and product marketing
departments across the United States. Ad-ology Research is a division of Sales
Development Services (SDS), Inc. - a Westerville, Ohio firm founded in 1989.
Ad-ology Research surveyed an online consumer panel of 1,159 adults in a manner
that is 98% representative of the adult population of the United States from
September 11-14, 2009. The margin of error for this survey is +/- 2.88
Editor`s Note: The Ad-ology trade name should be hyphenated in all printed