Google recently partnered with Millward Brown Digital to perform a Vehicle Shopper Path to Purchase Study. They surveyed over 2,000 respondents and analyzed over 4,000 search paths of consumers who purchased a vehicle in the last 12 months. Here are some of the high points.
It’s always interesting to know what pushes a consumer into the market to buy a car. There are the obvious reasons: out of lease, repair issues, teenagers, etc. But what about when advertising creates that desire? The number one influencer will tell you a lot about what drives people into the buying process. It will also tell you a lot about how you should structure your message in other forms of marketing.