Letter from Lehel: Analyzing Auto Shoppers
Google recently analyzed auto shoppers’ online habits, and you might be shocked at the results.
Over 75% of auto shoppers say online video has influenced their shopping habits and purchases!
One dealer reported that after switching from broadcast media to a digital video strategy, he saw his Internet leads increase by 26% and in-store traffic increase 22%.
Of course, this is no surprise to our team here at Flick Fusion, as we’ve had many of our dealership clients report similar results.
Video engages auto shoppers through sight, sound and motion. It also helps to educate. According to a study by marketing agency Insivia, video viewers retain 95% of a video message compared with just 10% of a text-only message.
This means that after watching video, an auto shopper is far more likely to remember details about the vehicle they watched, as well as the dealership that made the video!
Additionally, the Google/Ipsos study found:
- 40% of auto shoppers who used online video for research said it helped them discover a vehicle they weren’t previously aware of or considering
- 50% of auto shoppers said video helped them learn more about the vehicles they were considering
- 40% said they used video to narrow down consideration set
And perhaps most striking of all? Over 60% of car shoppers who used video during the research process reported visiting a dealership or dealer website after watching a video of a vehicle they were considering.
Quite simply, videos attract more auto shoppers during the research phase, and encourages auto shoppers to take action. Without videos, dealers risk losing in-market buyers to the competition.
Make sure your dealership clients have the right video tools for engaging auto shoppers and bringing them down the purchase funnel. During the research phase, this includes:
- Inventory videos that highlight features and options
- Test-drive videos
- Flick Widget