As part of a recent study, Digital Air Strike determined the most popular review websites used by consumers to select dealerships, and topping its list was Edmunds.com, followed closely by Cars.com.
DAS found that 22 percent of respondents turned to Edmunds in selecting a dealership, while 20 percent used Cars.com. Finishing in a tie for third were Yelp and Google Reviews, both of which were at 19 percent.
“This study proves what we’ve known all along: Edmunds.com is the top online destination for serious car shoppers,” stated Donna Sechrist, Edmunds.com senior vice president for dealer initiatives.
“We’re proud to offer a valuable platform to connect these high-quality customers to our nationwide network of dealers, especially those participating in our Direct Dealer Program,” she added.
Meanwhile, Lauren Beaubien — manager of advertiser solutions at Cars.com — had this to say: “Reviews, including dealer reviews as well as expert and consumer vehicle reviews, represent a central component of the value we provide car shoppers on Cars.com.
“Dealer Reviews are one of the best ways for dealers to differentiate their stores and their inventory on Cars.com,” Beaubien continued. “We’ve found that car shoppers who read dealer reviews are five times more likely to contact a dealer, and in many cases, increase the likelihood of that shopper turning into a buyer.
“We’re pleased to see in Digital Air Strike’s study more evidence of Dealer Reviews’ value to both consumers and advertisers,” she added.
This was just one of the many findings reviewed in the 2012 Automotive Dealership Social Media and Online Reputation Study. More insight from this study can be found here.