About 75 per cent of drivers would consider buying a vehicle online if they could, found Accenture.
Accenture surveyed 10,000 consumers in eight major countries, and looked into their buying habits and preferences.
The company found 80 per cent of new car buyers looking to purchase a new vehicles use some form of digital technology. Around two-thirds of new car buyers are going online or using social media channels before they enter a dealership.
“The impact of the digital customer is becoming pervasive, disrupting the traditional car-buying experience and the competitive landscape,” said Christina Raab, global managing director for Digital Consumer Services, Accenture Automotive practice, in a written release.
“This is clearly supported by the fact that many would consider conducting the entire car-buying process online,” she continued.
Based on the results of the survey, consumers who are using dealer and OEM sites as research tools are looking for more virtual demonstrations and more tailored information to help them with comparison shopping.
“In order to grow business in this environment, OEMs and dealers will need to pursue an aggressive digital strategy online, in the showroom and in aftermarket sales, while creating a seamless, integrated experience to accommodate all customer needs,” said Raab.
When visiting dealerships, more than half of respondents might like to have access to an interactive touch display that shows information on the available models.
Almost half of those surveyed would also like to be able to take a virtual test drive at the dealership, if that were an option.
