Automotive Digital Marketing

Professional Community for Car Dealers, Marketing, Advertising and Sales Leaders

Loading... Be Patient!

Social Sharing Drives 1 in 4 Automotive Purchase Decisions

Social Sharing Drives 1 in 4 Automotive Shoppers to a Purchase Decision

1 in 4 online automotive shoppers, who gather information online and login to their Facebook account at least monthly, have made a vehicle or service department purchase based on social recommendations, according to Sociable Labs in their March 2012 report. 62% of survey respondents said they had ever read a comment on their Facebook page from a friend talking about a vehicle or automotive service they purchased, while of those, three-quarters clicked on the product link in their friend’s comment. Once at the dealer’s site, 53% submitted an information request or scheduled a service visit based on what they learned about through their friend’s comment. Additionally, these eventual customers are happy to pass along the favor, as 81% self identify as sharers themselves.

Other research has also shown the influence of social networks on automotive shoppers: according to a study released in October 2011 by Performics and conducted by ROI Research, among participants who use social networks at least occasionally during the vehicle or service shopping process, recommendations from social networks (58%) are trusted by more than recommendations from shopping sites (57%) and deal sites (53%).

Deal Sharing Top Reason for Vehicle Purchase Comments

Meanwhile, among social sharers, who make up 38% of the Sociable Labs respondent sample, the primary motivation for commenting on vehicles or automotive services is to pass along deals they found with friends so that they can get the same deal, cited by 41%. Roughly one-quarter said they want to share the reasons why they chose the specific vehicle they purchased. However, the comments that make readers most interested in learning more are the ones detailing the reasons why the vehicle or service department was chosen (43%), ahead of ones containing information about discount offers (41%).

Social Proofing Drives Automotive Consumer Engagement

Significant opportunities exist for automotive retailers to drive higher engagement through social proofing, suggests the report. In fact, more than 3 in 5 respondents said that they are likely to stay and shop on a car dealer's website if they are shown their friends’ activities on the site. Additionally, 57% are more likely to make a vehicle information request or schedule a service appointment if they see a list showing their friends who have made a vehicle purchase inquiry or automotive service related purchase on the dealership's website.

Other Findings:

  • The primary concerns respondents give about sharing an automotive related vehicle or service purchase on Facebook are that it is too trivial to share, and that they would not want their friends to think they are pushing a particular make of vehicle or dealership. In fact, almost three-quarters of respondents said they are more likely to share if it remained on the retail website and was not posted back to their Facebook feed.

  • The most common benefit cited for seeing that friends made an inquiry or scheduled an appointment on a dealership site is that respondents would know who to ask for an opinion. Roughly one-quarter said they would trust the site more.

  • 48% of respondents said that friend comments shared on Facebook are extremely or very helpful when looking for a vehicle to buy, rivaling the proportion who said that about Google search (49%).

About the Data: The Sociable Labs survey was conducted from January 15 to February 8, 2012, among 1,088 respondents matching the age distribution of the online shopper population.

Data Source:

Views: 848

Tags: 1, 4, Automotive, Decisions, Drives, Purchase, Sharing, Social, in


Oops... You need to stop "Lurking" on ADM and become a more genuine Automotive Professional by completing your membership registration. As a registered ADM Member, you can post comments, publish your own articles (be a star!) and start Forum discussions. Stop being an online "Peeping Tom" and JOIN ADM RIGHT NOW!

Join Automotive Digital Marketing

Automotive Professional Network and Resource Exchange for Car Dealers, Managers, OEM and Marketing Practitioners seeking Best Practices.

ADM Sponsor

William B. Terry
Rated by Super Lawyers

loading ...

Please Consider Automotive Marketing Professional Community Sponsors

ADM Badge


Based On Your Interests...

ADM Consulting, LLC

Onsite/Offsite Combination ADM Consulting, LLC Professional Services
Select the maximum monthly investment you plan to make
Sign up for

Automotive Marketing Tools

Get ADM Toolbar

Click here to take the ADM Member Survey

Getting too many emails from ADM? Click mailbox below to control which types of alerts and updates you are sent......



ADM Professional Services
Phone Consultation
Topic or Issue:

Top Automotive Marketing Forum Discussions

1. BDC or Virtual BDC

Posted by Peter Stratton on February 26, 2020

Share the Best Content w/AutoMarketing Community

© 2020   Created by Ralph Paglia.   Powered by

ADM Badges  |  Report an Issue  |  Terms of Service