More buyers use smartphones at dealerships for last minute checks, research finds

Motorists are increasingly using smartphones and social media to inform their next car purchase, even while in front of dealers, research by CarGurus has found.

CarGurus UK Buyer Insight Report shows that the use of mobile phones on the forecourt has increased by 12% (from 59% to 71%) since 2022.

Even when in conversation with dealers, buyers are using their phones to check vehicle specifications, compare other cars for sale and read car and dealer reviews for last-minute reassurance, said CarGurus.

Alexandra Howerter, senior consumer insights analyst at CarGurus, said: “Smartphones are helping consumers become savvier when looking to buy, allowing them to come armed with all the data and hold their own in negotiations.

“This levels the playing field and alleviates some of the stress and anxiety around buying a car.”

Motorists are turning to social media to inform their choices - seven-in-10 (71%) use social media to assist with the car-buying process, while 21% say social media directly impacts their car purchase (up from 16% a year ago).

The most-used social media channels when looking to buy a car are YouTube (41%) and Facebook (37%), followed by Instagram (21%) and Twitter (13%).

Howerter added: “Social media is also a great way to learn more about the car you want to buy, however, consumers must also be cautious about which sources they choose to trust.” 

A used car retailer recently used his TikTok account to tell buyers that they need to scour private sellers’ adverts on Auto Trader if they want to access the market’s cheapest vehicles.

Automotive content specialist Craig Thomas wrote an opinion piece for AM that outlines the potential advantages for OEMs and car dealers which use content marketing to reach and keep engaged buyers.

The CarGurus study, which details how consumers’ attitudes have changed towards the car-buying process over the last two years, also found the number of buyers using instant messaging platforms such as WhatsApp as an initial point of contact with dealers has almost doubled, growing from 5% in 2020 to 9% in 2022.

Today’s consumers are likely to contact dealers online ahead of visiting in person. This is especially true for people who buy new cars, with 45% contacting the dealer online ahead of an in-person visit. The study also found 42% of people aged 24-32 years contact a dealership online first.

The research also revealed the top three reasons for buying a car, which were that people saved money during lockdowns (24%), moved to a new house (22%) or got a new job (19%).

The top considerations for buyers when purchasing a car are budget (32%), reliability (29%) and driving feel (25%). However, buyers also experience a rollercoaster of emotions - and while 55% claim that car buying is fun, a further 53% say it is stressful.