• Trade-in Estimate: 71% 
• Virtual Test Drive: 64% 
• Contactless Delivery Options: 61% 
• Build Your Vehicle: 57% 
• Lease/Payment Calculator: 52% 
• Finance App: 46% 

Price & Payment Trends During Shopping 

• 48% of car shoppers say they still budget by total vehicle price; while 42% budget by monthly payment. 
• 46% of car shoppers say they included the value of their trade-in when budgeting for their next vehicle. 
• 31% of consumers said the dealer offered a slightly different payment onsite as advertised. 

Advertising Trends 

• 58% of consumers said the dealer had either a slightly different vehicle onsite as advertised, or a completely different vehicle. 
• Most people (76%) visited their local dealer after viewing an advertisement via an online video (YouTube); followed by streaming TV (72%); social media (71%); and search via Google (70%). 
• Only 32% of people reported visiting a local dealer after seeing or hearing an advertisement on traditional media (broadcast/cable TV, radio or newspaper). 

Vehicle Delivery/Online Purchase Trends 

• Nearly the same number of respondents said they had their vehicle delivered to them directly (29%) as those who said they picked up their car at the dealership (30%). 
• However, another 26% said they would have purchased their car or truck completely online had the dealership offered that option.

 “These survey results illustrate where car shoppers have been focused in leveraging the growing cadre of digital retailing tools being implemented by retailers today,” said Jeremy Anspach, PureCars Founder and CEO. “Since we now understand the effects the pandemic has had on the car-buying process, it’s good to start analyzing where consumers are most interested, and the changing role digital advertising is playing in driving people to the showroom.”  

About PureCars 

PureCars is an automotive MarTech company that’s in the business of transforming the way dealers, dealer groups, Tier 2 and Tier 3 providers make decisions that impact their bottom line — from advertising to operations. Everyone claims to have data, but only PureCars has PURE Intelligence, giving dealers a competitive edge. By providing superior information and execution, we give our customers precisely what they need to operate more efficiently, lower their cost per unit sold and win in their market. PureCars has been serving the automotive industry exclusively since 2007. We are a certified digital provider for 15 OEMs in the U.S. and 1 in Canada, compliant with 40+ brands and serve 65 of the top 100 dealer groups in North America. 

The post PureCars Customer Survey on Digital Retailing Tools appeared first on DealershipNews.com.

• Overall daily digital advertising spending is up 8% in November
• Average daily spending on social is up 97% in November
• Average daily spend on video is up a whopping 162% in November

How are dealer advertising trends different today versus pre-pandemic?

• Legacy media mix modeling is no longer relevant and dealers are shrinking their appetite for traditional ad buys in favor of newer digital advertising platforms.
• Being nimble and geo-focused are more important than ever.
• Customer expectations have changed. Online retailing is now becoming the “new normal” and many customers are quickly adapting to a digital experience of car shopping. As such, advertising and engaging with customers online is also becoming more important.

The post PureCars Analysis of Car Dealer Digital Advertising Focus: End of ’20 vs Pre-Covid appeared first on DealershipNews.com.