Dealers should be harnessing the power of digital advertising to capture potential car buyers, according to new data from Yahoo Canada.
In a blog post entitled Talking Autos | Leveraging Digital Advertising to Connect With Canadian Car Buyers, Claude Galipeau, Country Manager for Yahoo Canada, said digital ads are the top resource for car buyers as they approach the final pre-purchase phase.
Galipeau also noted 43 per cent of car buyers engage with digital ads and even revisit them when researching vehicles.
The data also revealed there are many online advertising opportunities, particularly when car buyers are in the research phase.
Of note, Yahoo draws in 42 per cent of potential car buyers, and Tumblr, a microblogging platform and social network platform that is likely overlooked, gets visited by 21 per cent during the auto buying process.
Other key insights research looked into consumer behaviour for luxury and non-luxury car buyers.
Yahoo’s data showed luxury car buyers tend to be single, younger, more educated and more affluent than non-luxury buyers, and they are also more likely to be open to different makes and models.
When it comes to mobile use, luxury car buyers spend 35 per cent of their time researching autos on mobile devices, while their non-luxury counterparts use their mobile devices 26 per cent of the time.
