Inchcape Retail’s UK car buying website has released a detailed survey of how British motorists use the web to purchase their next motor vehicle.Autobytel, which has been selling cars online for six years, surveyed nearly 1,000 drivers who visited its website – both buyers and prospects.

The Inchcape survey revealed that:

• 78% of men and 22% of women now buy their cars online
• 73% said they use the web to read reviews or opinions on the latest model compared with 66% from Autobytel’s research in 2003.
• The biggest increase – from 18% to 2003 to 59% in 2005 – said they went online to research interior and exterior pictures of cars.

“Our survey shows the web complements the physical car buying experience provided by the dealer,” explained Spencer Lock, Inchcape Retail’s managing director, “but British car buyers are also becoming increasingly confident in buying cars online.”

Online selling is a key part of Inchcape Retail’s strategy as their research shows a growing number of motorists want to research as well as purchase their next car on the web.

According to US research, almost 70% of consumers use the Web at some point in their automotive purchases. These sorts of statistics help to explain why the automotive industry – the largest advertiser in the world – is drifting online. Online advertising accounted for only 2.5% of total ad spending by the top 10 auto manufacturers in 2005, but a surge is coming. Projections are that spending by US automotive advertisers, which totalled US$1.44 in 2005, will rise to US$2.67 billion in 2007.

Welcome online, Detroit. Just a little word of caution: don’t surf and drive.

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