Shopping for cars on Facebook happens more often that you may realize. Did you know that nearly a quarter of prospective car buyers use Facebook for researching their next car purchase? According to Turning Social Feeds Into Business Leads, “Social media is stimulating extensive auto-related conversations and content that creates major opportunities to identify likely buyers and engage them based on their preferences and purchase intent.”
According to the research:
- 38% of consumers say they will consult social media in making their next car purchase
- 23% of car buyers say they use social media to communicate their purchase experience
- 84% of automotive shoppers are on Facebook, and 24% of them have used Facebook as a resource for making their vehicle purchases
- 40% of new car purchases over the next 10 years will be made by millennials
- 94% of millennial car buyers gather information online
Today’s auto shopping crosses channels and social has quickly evolved into a channel of choice for research and ecommerce. Businesses have used social for some time now to target and convert prospects through personalized advertisements, to identify in-market purchase signals, for content marketing, and to engage in 1:1 conversations. Sites like Facebook offer many options for dealerships to reach out to social car shoppers.
What Are Auto Shoppers Looking for on Your Facebook Page?
A study by Dealer.com revealed that, “Twenty-eight percent of the buying population feels that social media greatly influences the narrowing of their brand or model consideration. Twenty-seven percent said social media greatly influences their identification of a dealership from which to purchase.”
The study also found that, “Approximately two-thirds of those who use Facebook in the automotive purchase process indicated that a friend’s favorable post about a brand or vehicle positively impacts their own opinion of that brand or vehicle, and 69 percent indicated that a friend’s favorable post about a dealership positively impacts their opinion of the dealership.”
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Author: Digital Dealer
Digital Dealer exists to help dealers and their managers sell more vehicles more profitably by creating the best live events and media in the industry.