KEY CAR BUYER STATS2014 AUTOMOTIVE BUYER INFLUENCE STUDY

Consumers are spending less time shopping overall

AutoTrader.com and KBB.com reach 67% of online car buyers

15.5HOURS

17.5HOURS

2011 2014

16%

11% 5% 5%

Internetvs. 71% in 2011

Referralvs. 34% in 2011

Televisionvs. 22% in 2011

Magazinevs. 17% in 2011

Newspapervs. 27% in 2011

Direct Mailvs. 11% in 2011

Outdoor Adsvs. 12% in 2011

Radiovs. 8% in 2011

29%

Amount of time allocated to online is growing

Most buyers use the Internet to research car pricing

Internet usage has increased, while traditional media usage is lower in 2014*

2011 2014

82%

79%

4%

14%

Of the 79% who use the Internet to shop in 2014, more than ¾ use third-party sites

78%

Third-Partyvs. 66% in 2011

Dealervs. 48% in 2011

58%

OEMvs. 39% in 2011

44%

Searchvs. 44% in 2011

2011 2014

54%67%

10.75HOURS

12HOURS

47%

62% 55%59%

Research Pricingvs. 44% in 2011

Compare Vehiclesvs. 44% in 2011

Find Cars for Sale

Top 3 Reasons Car Buyers Use the Internet to Shop

Source: 2014 Automotive Buyer Influence Study, IHS Automotive.Base: Among All Internet User Buyers*Base: Among All Buyers