As one recent analysis showed the new-vehicle sales surge is being fueled by older buyers, the Maritz Research New Vehicle Customer Study revealed what’s the most influential source of information for buyers no matter their age.

Contrary to a potential belief social media will soon replace traditional dealerships, Maritz foundthat  the store salesperson most influences purchases.

In fact, the Maritz report showed salespeople were ranked significantly higher in 2011 than in the past five years.

The NVCS, which Maritz believes is the largest automotive study in North America, asked customers what sources of information they found most influential in their buying decisions. The top 10 sources in the U.S. were as follows:

1. Salesperson at the dealership (21.9 percent)
2. Family/ friend/ word of mouth (18.7 percent)
3. Consumer guides (18.4 percent)
4. Dealer or manufacturer websites (8.6 percent)
5. Third-party websites (6.4 percent)
6. Automotive magazine reviews (6.1 percent)
7. TV advertisements (4.0 percent)
8. Dealer or manufacturer brochures (3.2 percent)
9. Dealer- or manufacturer-sponsored event (2.4 percent)
10.  Newspaper advertisements (1.7 percent)

“People buy from people,” said Chris Travell, vice president and strategic consultant for Maritz Research. “Social media can certainly support the selling effort, but I believe it would be a mistake to believe that social media will usurp it.”

Travell pointed out recommendations from family, friends and word of mouth were also ranked statistically higher than in past years, while consumer guides such as Consumer Reports still remain the third most influential source of information.

“What our family and friends say or recommend to us is important,” Travell added. “Every manufacturer needs to have a well-defined social media strategy. However, we still need to remember the importance of human interaction in buying a car.”

While Maritz’s study discussed what influence, a new report release early last monght showed that older buyers are leading the way in auto industry recovery, with dealership experience the key factor in purchasing vehicles.

Automotive research firm Foresight Research has released its 2012 Dealership Experience Strategy Report, noting a need for dealerships to refocus marketing to more seasoned buyers, who more often choose a dealership based on inventory and selection, no price haggling, financing availability, quick quote response and the dealer website.

“The auto industry recovery is being fueled by older buyers,” said Steve Bruyn, chief executive officer of Foresight Research. “In addition to their buying power, they bring different shopping and buying behaviors including more reliance on their dealership experience.”

Auto Remarketing’s story on Foresight’s findings can be found here.