JDP+报告，在线用户购买行为.pdfVIP

Online Auto Shoppers: Who Are They and How Do You Meet Their Needs? A J.D. Power and Associates White Paper June 2011 US Automotive Practice A Global Marketing Information Company | 4807/060611 Online Auto Shoppers: Who Are They and How Do You Meet Their Needs? The increased use of the Internet to market new and used cars and light trucks has also had a significant impact on automobile dealers. Through the Internet, consumers can easily access vehicle reviews; view pictures of vehicles; and compare models, features, and prices. Many Web sites allow consumers to research insurance, financing, leasing, and warranty options. As a result, consumers are generally better informed and spend less time meeting with salespersons. The Internet has clearly replaced the salesperson as the primary source of vehicle information. —US Department of Labor, Bureau of Labor and Statistics1 Introduction For more than a decade, J.D. Power and Associates has been tracking and analyzing the online habits and shopping behavior of new-vehicle buyers before they visit a dealership to purchase or lease a vehicle. As one would expect, the majority of those who purchase a new vehicle have access to the Internet—92%, according to the J.D. Power and Associates 2011 Offline Media ReportSM—Winter. While the average new-vehicle buyer spends 11.4 hours per week online for personal use, 22% spend more than 16 hours per week online. The fact that these buyers post on either online message boards, blogs, or