By Rob Starr, Content Manager, Big4.com
Consumers say they are turning to a variety of online and offline services to help them make their car-buying decisions because industry websites fail to satisfy their needs, a new global survey by Accenture (NYSE:ACN) reveals.
According to the survey, most respondents (88 percent) also want easier and clearer pricing to help expedite the car-buying process, while 77 percent want dealers to provide them with a simpler way to configure a vehicle. Eighty two percent of the respondents believe that better interactive digital marketing is a must for the auto industry, and 83 percent agree that improved digital media would significantly reduce the time needed to purchase a vehicle. In addition, over three quarters of consumers (76 percent) feel that the auto sector significantly lags other retail industries in the use of digital media tools such as video and 360-degree website tours.
The study polled consumers in both developed and emerging markets. In each of these markets, the level of digital penetration has created an appetite among buyers for using digital channels, illustrating how important it is for auto makers and dealers to tap into the power of mobile devices and the internet.