While social media channels may be great for catching up with friends or sharing photos, they do not provide significant information to new car buyers, according to research from MaritzCX.
When all ages were averaged, approximately 22 percent said the dealer salesperson was the most important source of information for new car buyers, followed by friends and family at 19 percent, and published “consumer guides” at 14 percent. Social media, including Facebook, Google+, LinkedIn, and Twitter, came in at 0.6 percent.
“We have no doubt that social media is a factor further up the sales funnel for brand awareness, but when we talked to people who had just bought a car, the salesperson was still the most influential source of information,” said Chris Travell, Vice President, Automotive Research Group, MaritzCX.
Rounding out the top five most-important sources of information were automakers’ own websites, followed by published safety ratings from such agencies as the Insurance Institute for Highway Safety and the National Highway Safety Administration. The complete results are posted in the MaritzCX CXCafé blog at cxcafe.maritzcx.com/auto.