More Pre-Owned Car Shoppers Find Their New Vehicle Online than in Print

Online vs. Print Shopping Methods have Reversed Since 2002

Its common knowledge that more new car shoppers use the internet for researching their next car than print publications, thanks to more regularly updated information about features, pricing and incentive packages, plus the ability to compare the specifications, standard features and available options of prospective vehicles side-by-side with their competitors, as well as a wealth of independent reviews, both professionally written and offered by owners. Its a closed case: the depth of material available and flexibility of managing data on the internet have made it so traditional print media have joined the online party, rather than fight.

Just the same, newspapers have one thing on their side: their classified ad sections. While its true that many people would rather peruse through a folded newspaper or the Auto Trader magazine, highlighter in hand, in search of their future pre-owned car, rather than scroll through cyberspace, a recent study by third-party researcher J.D. Power and Associates found that used vehicle shoppers are more likely to find the vehicle theyll ultimately buy on the internet than by searching through print classified ads.

The 2006 Used Autoshopper.com study states that 16 percent of respondents admitted to finding their used car on the internet, while only 7 percent of those surveyed relied on traditional print classified ads to source their new pre-owned.

"Better search tools and applications are allowing web sites to listen to shoppers better and more quickly match them up with appropriate vehicle considerations," commented Min Cho, a senior analyst for J.D. Power and Associates.

Whats most interesting is that the numbers were almost entirely reversed four years ago when J.D. Power conducted its 2002 Used Autoshopper.com study. At this time only 8 percent of the pre-owned buyers surveyed found their cars online, while 14 percent employed a print ad to source their new used car.

And where do the remaining 77 to 78 percent of used car shoppers go to find their next pre-owned vehicle? According to the study, 59 percent of those surveyed in the 2006 study said that they used the net for some of their pre-owned purchase process; and of these 76 percent visited the manufacturers web site, while 64 percent said they visited a dealers site. Almost all of those who used the Internet - 90 percent - went to third-party resource sites during their used car search.

The 2006 Used Autoshopper.com study, released Thursday, May 25, was based on responses to a mailed questionnaire from 12,317 used car buyers who purchased 2001 to 2006 model-year vehicles during September and October 2005.