When it comes to building confidence ahead of making a buying decision, visiting dealerships and car search websites are the most popular destinations for advice, according to the latest Consumer Insight Panel research commissioned by MOTORS.
In person visits to dealers remains the most popular source of assurance for over half of buyers (52%), up from 45% when last asked in 2022. These were closely followed by car search websites which increased their popularity from 39% to 42%, nudging car review websites into third place from 46% to 41%.
Advice from family and friends remains in fourth position (39%) and carmaker websites held on to fifth place (32%).
Other trusted sources included dealer websites, which increased in importance from 26% to 30%, while social media saw the biggest gain jumping from just 7% to 20%.
The Consumer Insight Panel polled the views of 2,000 car buyers, with independent research undertaken by Insight Advantage.
Lucy Tugby, Marketing Director of MOTORS, said: “Building confidence is a crucial part of the car buying decision making process with our latest Consumer Insight Panel highlighting once again the high value buyers place on visiting dealerships in person, while also identifying the increased importance of car search websites in driving buyers to visit dealers.”
The research also identified the emerging roles played by mobile apps and artificial intelligence (AI).
Nearly one in five (17%) car buyers said apps were their preferred online search tool, with their appeal highest among those aged 18-35. While 35% of decision makers have either already used AI to search for a car or expect to use it to help find their next one. Usage is higher among male and younger buyers.
Tugby added: “Mobile apps and AI usage among car buyers are playing increasingly important roles in car searches, which is why we have already committed to major investments in both across our platforms.”