SANTA MONICA, Calif. -

As part of the site’s effort to take car shopping from “transactional to experiential,” Edmunds.com has launched a new app for Apple TV.

The new tool, Edmunds TV, aims to bring automotive content into the living room, the company reported.

The reasoning behind the move?

Edmunds cited research that shows over 60 percent of car shoppers are using video content as a research tool before making a car purchase, making Apple TV a good fit for an app focusing on information such as car reviews, road tests, consumer advice and behind-the-scenes videos.

The Edmunds TV app will be available when the fourth-generation of the Apple TV launches at the end of the month.

"As consumers spend more time researching cars and watching automotive video content, we saw an opportunity to create a car shopping experience that extends to multiple consumer touchpoints on desktop, mobile and TV screens," said Stephen Gandee, vice president of product design and advertising at Edmunds.com. "With Edmunds TV, we're infusing car shopping into more aspects of everyday life, making it an inclusive experience that can be enjoyed and shared by both the future driver and passenger."  

Edmunds.com management said it expects the new app to allow the company to reach more consumers at all points in their car research and purchase journey — potentially even leading to a dealership visit.

The app will follow the Edmunds team of auto editors and test drivers for the latest car reviews, comparisons and auto show news, while the video service will also offer consumers guidance on car buying and selling, driving tips, maintenance and more.