While Facebook has exploded in popularity as a research tool for car shoppers, dealers should also be focusing on an even more popular site: YouTube.
In a recent poll, online car lease marketplace Swapalease found U.S. car shoppers use YouTube the most when researching their next vehicle.
About 43 per cent of the roughly 2,500 car shoppers polled turn to YouTube for research, while a third prefered Facebook. After that was LinkedIn at only 10 per cent, Twitter at nine per cent, Instagram at seven per cent and Pinterest at five per cent.
“Millions of car shoppers now utilize the Internet as a way to research their next vehicle, as well as look for the deal that’s right for them, and this includes social media websites,” said Scot Hall, Executive Vice-President of Swapalease.com.
“Our research tells us that YouTube is an efficient social channel since it gives shoppers a virtual tour of the vehicle they’re looking at, as well as an opportunity to see how it handles on the road,” Hall added.
