Google: 2011 Automotive Shopping Behaviour Study

Today's vehicle shoppers research and decide faster than ever. They use a diverse set of online tools in their research process and have high expectations from brands throughout the path to purchase.

Insights from this year's auto buyflow study include:

  • 81% of auto shoppers decide within 3 months (vs. 67% in 2009).
  • Safety, utility and fuel efficiency are among the attributes top of mind for shoppers.
  • Searching inventory and obtaining trade-in information were among the top shopper behaviors that increased this year on 3rd party sites.

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