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Car buyers are spending 7.5 hours researching potential purchases online, compared to only 3.3 hours actually in a dealer. That's according to a new survey by Carzone. The research of 500 Irish adults examines the entire car buying process from research phase to end purchase.
Commenting on the research Eoin Lally, operation director at Carzone said: "Aside from a house, for most of us a car is one of the most significant purchases we make so it's no surprise that people are spending a huge amount of time researching before deciding on what car to buy. The research shows that reviews, transparent pricing, timely responses and vehicle history all play an important role in the buying process so it's important for brands and dealerships to take this into account when selling.
"At Carzone we place a huge emphasis on ensuring that we have the right information for our customers so that the decision-making process is as quick and easy as possible. From clear pricing to car reviews, our site has a wealth of information to assist in the buying process."
The research showed that as well as the 7.5 hours online and 3.3 hours in a dealer, buyers additionally spend 2.6 hours soliciting advice from friends and family. Used cars also take up more time - buyers spent 8.7 hours researching a second hand car, compared to 4.8 hours for a new car.
Online research is mostly used to investigate the cost of a car (82 per cent), while two thirds (67 per cent) use the internet to compare different car models. 65 per cent go online to find cars for sale, while over a third (39 per cent) use it to locate a local dealership.
With so many of us turning to the world-wide web as our first port of call, it's no surprise that classified websites are a trusted source of information for shoppers. Of those that use these sites, Carzone, according to its own figures, is the most popular website with 72 per cent of people logging on to check out the latest vehicles for sale.
Transparent pricing is the most important factor for Irish shoppers. A resounding 85 per cent cite this as number one on their list when buying a car. The vehicle's history is a close second with 83 per cent saying they want this information before making a purchase, while 70 per cent say car testimonials and reviews are an important part of their decision-making process. 80 per cent say a timely response from a dealer or seller is key, indicating that dealers or sellers who respond quickly are more likely to make a sale.
When planning a car purchase over 4 in 10 (44 per cent) say they would only consider buying a used car while 1 in 5 (21 per cent) say they would only buy a brand-new vehicle. Almost half of all buyers (42 per cent) have a shortlist of cars they are interested in purchasing while 37 per cent say they knew the make and model they wanted to buy and focused their search on that marque. Only 10 per cent of those questioned say they had no idea of the type of car they wanted to buy when looking to purchase.