Content Fuels Modern Car Buying Decisions
From navigating hundreds of model options to understanding new technology and determining what they can afford, car buyer’s journeys are more complex than ever. Three out of four shoppers are undecided at the start of the process. Where do they turn to guide their decisions?
Car shoppers seek out engaging videos, informative articles and trusted reviews. Whether it’s learning more about EVs and hybrids or researching award winning vehicles, content is the key to influencing their path to purchase. In fact, 90% of shoppers use content to research a new vehicle.
Cox Automotive commissioned GfK to examine how consumers are engaging with auto-related marketing content and understand how it helps them make decisions about their next vehicle purchase. A few key themes emerged from this year’s study:
Car Shoppers Want Video
More shoppers now prefer watching videos over reading. In addition to consumer ratings, reviews and articles, video has become a top source for shoppers as they learn more about brands and vehicles. Videos help simplify complex concepts and save time. They also motivate shoppers as 72% took action after seeing an online video ad for a vehicle.
Awards Make an Impression
Much like videos, awards resonate with consumers in a big way. 83% of vehicle shoppers feel that awards and accolades are important as they make choices. Awards even outshine deals and have more influence than special pricing. Millennials, in particular, are influenced by awards from a trusted source. Winning an award is a strong recommendation that gets attention and inspires action. Eight in ten shoppers took actions like looking up more information or contacting a dealership after hearing a vehicle won an award.
EV and Hybrid Shoppers Rely on Content
EV and hybrid shoppers are leading the increased reliance on content. It’s no surprise that they are doing even more research to learn more about new technology and owning an electric or hybrid vehicle. Expert video reviews have become one of the top resources the EV/hybrid shoppers seek out to learn more and they even prefer longer videos that clock in over the five-minute mark. Interactive content, such as pricing calculators and quizzes to match up shoppers with the right vehicle are also considered helpful and trusted by more EV and hybrid shoppers.
Consumers value editorial and expert content for its trustworthiness, usefulness and objectivity, it becomes the perfect complement to support your brand’s advertising. To learn more, check out more key findings from the 2024 Cox Automotive GfK Content Influence Study here.
Source: 2024 Cox Automotive GfK Content Influence Study
