Which Sources Car Shoppers Trust The Most


Marketing platform Crowdtap recently conducted a survey of roughly 500 male and female car buyers to get a glimpse at what shoppers think about reviews and social media as well as what sources of information they trust the most.

The poll, conducted in February of this year, yielded several unique insights into the minds of shoppers who were either currently shopping for a car, recently purchased a car, or expected to be in the market for a vehicle within the next year.

When asked which sources they trusted most, nearly a third, 31 percent to be exact, said that friend or family recommendations were the most reliable. In fact, 36 percent also said that friends and family had the most influence over their vehicle purchases. Perhaps surprisingly, the group polled showed that digital ads had the least effect on their purchasing choices. Here are a few of the other results, according to Crowdtap:

Which of the following sources most influences your car purchases?

  1. Friend or family recommendations (36 percent)
  2. Online review sites (19 percent)
  3. Social media (16 percent)
  4. Car dealer (11 percent)
  5. Traditional ads (10 percent)
  6. Digital ads (8 percent)

Which of the following sources do you trust most when researching and deciding on your car purchase?

  1. Friend or family recommendations (31 percent)
  2. Online review sites (22 percent)
  3. Social media (17 percent)
  4. Car dealer (11 percent)
  5. Traditional ads (10 percent)
  6. Digital ads (7 percent)

Dealers knowing what a customer does after the purchase can oftentimes be just as important, if not more important, than their individual sale, as referrals keep many in business. After buying a new car, 60 percent said they would likely share photos of the car on social media. An additional 45 percent said they would likely write or post about the vehicle on their social networks.

As far as online reviews are concerned, 44 percent said they would be likely to review the car online, 34 percent said they would likely review the car's manufacturer online, and another 34 percent said they would likely review the dealership itself online.

Here are a few other interesting findings from the platform's study, according to Crowdtap:

  • 95 percent said they would post about a great car model or maker on social media.
  • 91 percent of car buyers have taken a friend or family member's recommendation into consideration when making a car purchase.
  • 87 percent research potential car purchases on social media.
  • 87 percent reported their friends' comments on social media somehow influenced their opinions on manufacturers.
  • 80 percent are more likely to turn to their social network for car buying advice than a salesperson.
  • 68 percent have bought a car they found on social media.