Despite an overall slowdown that has occurred recently with regard to automotive sales across the US, it appears that consumers are increasingly utilizing online video content to shop for and get information on new vehicles. According to a study recently released from Google (brought to our attention thanks to clickZ), searches for specific vehicle brand names coupled with the term "video" have risen 237 percent over the past year.
Data for the study was collected via observation of search engine activity as well as a separate survey conducted on 780 new vehicle shoppers.
In addition to viewing videos of new vehicles that are available on most automotive manufacturer websites, according to the study, more than 40% of shoppers who are in the market for a new vehicle watched automotive videos on Youtube prior to a vehicle purchase.
Finally, according to the study, respondents stated that there were 3 reasons as to why they are looking towards online video to evaluate their new vehicle purchase options:
- to see the vehicle,
- to learn more about the vehicle's specifications
- to get an overall review.
"Consumers are clearly accessing video content at an accelerating rate across the board in terms of the automotive sector," said Bonita Stewart, director of automotive at Google. As to why new vehicle shoppers may be more inclined to view videos than other types of shoppers, she said the category "has always been more inclined to site, sound and motion, and now you have portable video content available to consumers.