Recent research* shows that most cars buyers (72%) rely on third-party websites as a first touchpoint when they’re looking for new or used vehicles.
In the digital age, car buyers prioritise objective and reliable sources that enable them to research, compare and access expert reviews that provide information to help them make an informed decision.
The Engage Report* commissioned by Autotrader Group found that 63% decided on the make and model of their vehicle through the influence of third-party websites.
In fact third-party sites, such as Autotrader, CarsGuide and Gumtree Cars, are the preferred source of information over original equipment manufacturer (OEM) websites.
That shows the great opportunity dealers have to reach consumers through the third-party platforms that their target audience are already engaging with.
Engage intenders from their first click
Third-party websites are becoming a staple for potential car buyers, with 78% of survey respondents regarding research through these sites as either ”extremely important” or “very important” to making a decision.
It also ranked above visiting and contacting dealerships, receiving advice from mechanics, and talking to friends and family.
Interestingly, only 34% of prospective buyers surveyed knew the brand of vehicle they would be purchasing at the consideration stage.
And almost 22% of respondents were open to more than one brand, and 44% had no brand preference.
When looking at intenders, this rises to 75% being open to opinions from third-party sites when it came to brand preference.
That demonstrates that having a strong presence across third-party websites is critical to generating awareness with Australian buyers.
And it can make the difference between a car buyer choosing one brand over another.
Because of their importance in the car buying journey, independent sites can offer dealers and retailers a competitive advantage in harnessing interest in new and used cars, promotions, deals, and product announcements.
Go beyond owned channels to capture leads
The Engage Report found that 61% of new car and 68% of used car intenders used third-party sites as a first point of call to find or buy a vehicle.
This compares to only 51% of new car intenders visiting OEM sites, falling dramatically to 26% for used car intenders.
The data shows that brands looking to reach customers at the start of the buying journey need to look beyond their own channels and consider third-party websites as a key tactic in a holistic digital engagement strategy.
What’s more, Australian new car and used car intenders are most accessible via third-party sites and can be offered a variety of information like dealership contact details, price comparisons, and promotions that influence their decision.
In addition, more than 58 %of intenders also viewed listing verticals when conducting research on third-party sites.
This reinforces the importance of having a presence in third-party websites with their listing services offering another touchpoint for customers to browse a catalogue of select vehicles before needing to step into the dealership.
Ultimately, Australian car buyers and intenders rely heavily on third-party websites for reviews, news, and product information that can’t be replicated on OEM platforms.
The depth, variety and independence of information positions them as a reliable resource.
With that in mind, targeting consumers on these platforms can increase the opportunity for dealers to attract potential car buyers and generate leads.
*Commissioned by Autotrader Group, independent consumer research agency, F22 Market Research, surveyed 1000 Australians between September and October 2021 via an online quantitative survey.
