Since we consumers are all so obsessed with researching products online before we buy them (or at least it feels like we are, if press accounts are any guide), the process of buying a new car would seemingly lend itself to many nights of poring over social media sites in search of helpful insights from other car owners and shoppers. But based on one recent study, social media apparently isn’t powering car-buying as much as one might think.
Data from Rochester, Mich.-based Foresight Research‘s 2012 Social Media Auto Marketing Report shows that just 16 percent of all recent vehicle buyers surveyed discussed cars or trucks on social media during the 12 months before purchase. Further, just 5 percent of buyers claimed they were highly influenced by social media sites and discussions.
As drawn from Foresight press materials, based on surveys among 7,851 new vehicle buyers in the U.S., the study also found that:
- Social media users generate 40 percent more word-of-mouth recommendations each year than the average new car buyer.
- Purchase influence contributed by social media occurs in the early and middle stages of the overall purchase process.
- Buyers of Mitsubishi, Audi, BMW, Infiniti and Volkswagen are most likely to post online comments about their new vehicle.
- Social media best delivers emotional messages such as “fun to drive” and “reviews and commentary,” while more practical messages such as “features,” “specifications,” “technical information” and “price value” are better left to other media sources.
“Social media is about fostering engagement, with customers being participants rather than just advertising viewers,” said Steve Bruyn, CEO of Foresight Research, in a press release. “While automotive marketers quickly embraced social media marketing, early efforts fell flat as they did not embrace the medium’s unique requirements. Successful use of social media relies on building word-of-mouth from trusted sources rather than messages known to be packaged or provided by the marketer. As a result, despite access by virtually anyone with an Internet connection, consumer use of social media during the automotive buying process is still relatively low, and has so far had limited influence on automotive purchase decisions.”
The data does suggest increasing potential for social media in automotive marketing in coming years, both through expanded use of the medium by buyers and through better execution of medium-specific strategies on the part of auto marketers.
The report analyzes buyers who discussed cars and trucks on social sites during their vehicle shopping process. It documents key marketing messages received compared to other forms of communications. It provides measures of who and what influences those who use social media for their auto decision process. The data is reported by vehicle brand, segment and buyer demographics.