Portal de Murcia
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The use of tablets gain ground and grew by 8 points over the previous year, making it the second most used device information query.
New technologies are completely changing the habits and customs of the Spanish.
Today, the Internet is an essential source for information and, in many cases, is a key element in the creation of views.
This phenomenon is not wasted in the automotive industry where the Internet has become an essential element for most of the Spanish at the time of purchasing a car.
This was revealed by the study on the process of buying a vehicle produced by the engine portal leader in Spain, conducted a national sample of over 5,500 drivers: 90% of Spanish Internet uses as a source of information.
Among the different sources of Internet, the web content engine specialist are consulted by 78.8% of drivers who use the network for information.
We follow the manufacturer's websites (54.7%), blogs and forums (39.1%), the websites of dealers (33.8%) and social networks (13.5%).
These data reflect an important use internet both in general and specialized portals.
In the words of Roger Spent, director of the portal: "The Internet makes available to all buyers a wide and varied amount of information, ultimately, democratizes access to it. Moreover, with a penetration rate of 90%, we can assert that the information accessed on the network acts as a decision-making in the process of buying a car in Spain ".
In addition to the intrinsic advantages of internet medium, such as query comfort and amount of information, users highlight the greater quality and objectivity of the information in the online environment (69.5%) and access to offers and discounts (69% ).
Another relevant data from this study is that 40.8% of the Spanish would be willing to buy a car directly online.
And this number of potential buyers increases to 95.7% by adding the 54.9% of respondents would be willing to buy a car online depending on the guarantees offered them.
Therefore, the Spanish figure in any case buy a car online is reduced to 4.3%.
The tablets are gaining ground
Another relevant fact is that the study highlights the growing use of tablets that has occurred in just one year.
The 10.2% (one in ten) of respondents use the tablet as the main resource to search for information in the process of buying a car versus only 2% who did so last year.
Also growing, although to a lesser extent, the use of the smartphone: The present study reveals that 4.6% primarily conducts its searches from this device, while last year the percentage was 3%.
Thus, in just one year, other screens have gained the traditional laptop or desktop computer.
The purchase process
Users who decide to buy a car and start searching for information querying data on prices, features, accessories or promotions, among others.
Mostly, users go to the websites specializing in Content Engine, with 63%, to see comparisons of brands and models.
And also prefer to use this source of information for watching videos (50%), photos (46%), check the characteristics of the car (45%), looking for advice (38%) or watch prices (35%).
Instead, they prefer to access the manufacturer's websites to find information on accessories (36%) or extra equipment (41%).
On the other hand, 44.3% of respondents claim to have a clear brand and model you want, while 30.6% have chosen the type of car you are looking for but not the make or model.
Another 10.2% use the Internet because doubt between two models and want to decide on one of them.
Another prominent factor is the environment of the buyer.
63% of the sample reported feeling influenced by the opinions of others at the time of purchasing the vehicle.
Thus, the greatest influence exercised by professionals (34.2%), followed by specialized sites (30.4%) and family and friends (22.3%).
Regarding advertising, which contributes to the buying decision is one that is seen on the Internet.
Source: Agencias
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