DETROIT -

Social media, third-party online car buying sites, dealership websites, YouTube — all examples of Web-based outlets an increasing number of consumers are turning to when in the market for a new vehicle. And automakers are responding to these changing consumer shopping dynamics.

According to PwC’s Autofacts Analyst Note for August, automakers are investing more time, money and energy in new social media and digital campaigns to launch vehicles "and engage the next generation of consumers."

"As the use of social media continues to expand, automakers need to better understand how to connect with end consumers from purchase consideration to the length of vehicle ownership," said Erich Bergen, PwC's automotive customer impact consulting practice.

"To succeed, automakers need to consider a holistic approach to selling to the next generation buyers. From training retail outlets to engaging through a loyalty program, each buyer has their own digital footprint and this creates an opportunity for automakers to engage."

The company contends there are three consumer trends pushing this shift. First, Millenials now make up 40 percent of the total available car buying population, according to PwC, and this generation is much more likely to be tech-savvy and Internet driven than previous generations.

Next up, PwC cited acceleration of social media usage as a factor behind automakers' turn toward Web-based marketing. 

PwC reported that "70 percent of consumers use social media to learn about other customer experiences when making car buying decisions."

And the company also provided some statistics, noting that according to a recent PwC survey, consumers are more likely to recommend a product after following the brand on Twitter.

Specifically, 69 percent of consumers share their negative experience with others through social media, and 40 percent of consumers value the option to shop across multiple channels, such as Web, mobile and in-store, according to PwC data.

Lastly, the increasing numbers of connect mobile devices, such as smartphones and tablets, have given way to new ways for OEMs to connect with potential and current customers.

"Proliferation of connected mobile devices, such as smart phones, provides integration and connectivity for OEMs to develop cross-platform apps to enhance the driving experience. Each factor is connected to the car buying experience, ultimately molding the strategies of OEMs' marketing programs," the company shared.

Also released this week, the July Social Buzz Report from Phoenix Marketing International’s Automotive Practice showed which automaker is causing the most buzz online.

According to the report consumers were talking about Ford the most as they participated in online conversation during the car search process.

In fact, Phoenix reported that Ford continued to "dominate" the competition and was found to be at the center of 1.58 million online conversations in July.

For more results from the report, see the Auto Remarketing story here.