Majority of car buyers show-rooming on dealer lots, according to Marketing Land.
Showrooming has come to the automotive industry. Would-be car buyers have long used the PC internet for research during the purchase process; however a new study says that retail-style show-rooming is now happening on car dealer lots. The data were collected in October and November 2013.
According to a new study commissioned by Cars.com and conducted by location analytics provider Placed, “63% of auto shoppers researched and shopped online while at a dealership using their mobile device.” Most of what these auto-showroomers are doing on the lot involves price research. However they’re also looking at reviews (of both cars and dealers), as well as checking inventory at nearby dealerships.
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