New Report Turns Traditional Auto Advertising Assumptions Upside Down

A new report by the Polk Center for Automotive Studies shows that over 35% of first time vehicle buyers consider the Internet their most valuable information tool. In fact the Internet was relied on more than television, radio, magazines, and newspapers combined. How is your website looking?

SOUTHFIELD, Mich. (Jan. 31, 2006) – Traditional mass media has been rendered nearly obsolete among first-time vehicle buyers, according to a study released today by the Polk Center for Automotive Studies. Out of considered mass media outlets, thirty-five percent of first-time vehicle buyers consider the Internet to be their most important informational tool, compared to 8.2 percent for television, 4.4 percent for magazines, 3.6 percent for newspapers and 1.1 percent for radio.

The study also found first-time buyers are independent in their decision-making and rarely are compelled to visit the dealership where their parents last purchased a vehicle. Sixty-five percent of respondents said they made the purchase without any influence from family and friends and just seven percent felt buying from the same dealership as their parents was of high importance to them.

View the report here: http://usa.polk.com/News/LatestNews/2006_0131_pcas_3rdstudy.htm