Most Auto Shoppers Do Online Research

A new survey of auto shoppers, by Forrester Research Inc., indicates that 58 percent of
shoppers begin online research at a manufacturer’s Web site; 67 percent visit an
independent site one month prior to the purchase of a new vehicle.

The Forrester survey
indicates that a significant number of consumers find manufacturers’ Web sites difficult to
navigate. Consumers say that the sites don’t have enough photos, or they are too slow and
require too many steps.

The research also reveals that the Internet has become one of the
primary sources of consumer information, and its influence is certain to grow in the
future.

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