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Opinion Research Study Finds: Americans Prefer Independent Online Car Buying Site, Multiple Brands and Objectivity
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| Majority Believes Independent Online Car Buying Services, such as Autobytel.com, Most Likely To Provide Objective Information To Help Obtain The Best Price And Service |
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| Updated |
Mar 17, 2005 19:41:50 |
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 66 ( -3 -4.54% ) |
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Description:
Princeton, NJ -- September 12, 2000 -- Americans are clinging to their independence when it comes to buying cars online. In a recent study conducted by Princeton, New Jersey-based Opinion Research, American adults, by nearly a three to one margin, would rather use an independent online site that offers multiple brands and features and provides objective information, than a site from a single manufacturer. In the survey 63 percent of adults preferred the independent site, compared to just 22 percent who opted for a site provided by a single manufacturer.
The study illuminates a decisive popular preference for third party online car buying services -- such as Autobytel.com -- that enable consumers to research and price every make of new and used car on the market, while providing extensive information about price, models and options. Manufacturer sites only provide information about a single make of car and do not act as an independent advocate for the car-buyer.
"While major manufacturers such as Ford have attracted a lot of attention by intending to launch single-brand car buying sites," said Autobytel.com President and CEO Mark Lorimer. "They have failed to consider the needs of car buyers. Consumers have voiced that they want choice, independence and unbiased customer support from an independent third-party."
The preference for independent online services is even more marked among adult American women, with 68 percent indicating a preference for multiple-brand sites. Those under age 55 and with at least some college education are also more likely than their counterparts to prefer one site offering multiple brands. "A significant majority of those polled who have researched or purchased online indicated that they used Autobytel.com," said Lorimer.
In accordance with the above findings a majority of those polled believe that independent, multiple brand sites are most likely to provide objective information and help them obtain the best price and service. Perhaps one of the study's more surprising findings, however, was that less than one in 10 Americans, a mere 9%, believe that a manufacturer's website would help them obtain the best price and service. An even broader majority (71%) indicated that it's extremely or very important that dealerships affiliated with online car buying services are monitored by those services in areas such as customer satisfaction. Females, those under 55 years of age, those with a household income of $25,000 or more and those with at least some college education are all more likely to believe that monitoring for customer satisfaction is extremely or very important. The poll also found that 57 percent of Americans believe that it's extremely or very important that dealerships receive special training in the process of assisting online customers. "The findings concerning monitoring and training serve as a further confirmation that the Autobytel.com service model is working for online consumers," adds Lorimer.
Autobytel.com, the global leader in automotive e-commerce, ranks as one of the top fifty customer service companies -- both on and offline in North America -- according to Feedback Direct Inc. (3/2000). The company's customer service department proactively solves customer service issues, enhancing the Autobytel.com experience for both Accredited Dealers and customers. Autobytel.com's, and its wholly-owned subsidiary, CarSmart.com's, North American Dealer Network consists of over 5,000 dealers, all who receive special training and customer management systems from Autobytel.com.
For this independent study, Opinion Research interviewed 1013 adults, age 18 years and older living in private households in the continental United States. Only one interview was conducted per household. The margin of error is plus or minus 3%. |
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