PORTLAND, Ore. -

A dealer has more to consider these days than a simple website when designing a digital marketing plan. And the ways to snag a potential buyer over the Internet are growing.

According to a recent survey of online vehicle shoppers commissioned by Chrome Data, consumers are increasing their use of mobile devices and social media when searching for a new car, and the numbers for social media are rising particularly fast.

In fact, the survey found that the percentage of shoppers who are relying on social networking sites to research or get opinions on a vehicle more than doubled from only 11 percent in 2011 to 27 percent this year.

Nearly a quarter (24 percent) have shared their opinion of a vehicle on a social networking site, which is triple the rate of last year (8 percent) and double the rates of 2010 and 2009 (12 percent each), the company shared.

It seems consumers are also sharing their top picks for a new ride through social media, as well.

The survey showed that the rate of shoppers who used social networking sites to post images of vehicles they like, and view images of vehicles posted by other members, has doubled this year as compared to last year.

As for mobile devices, their presence has grown in the shopping process as well. More shoppers are increasingly using their mobile devices to research or shop for a vehicle (31 percent in 2012, compared to 24 percent in 2011) and locate a nearby dealer (45 percent in 2012  compared to 35 percent in 2011), according to the survey.

More than half of these shoppers (52 percent) used their mobile device to search for available makes and models in inventory that met their needs, the company added.

"Shoppers want the convenience of researching vehicles on the go, and the hard facts and third-party opinions that lead to better purchasing decisions," said Robin Goodyer, director of product management, sales and marketing at Chrome Data Solutions.

"Automotive retailers can leverage this trend and earn more business with mobile-friendly research tools that let consumers build, price and compare vehicles, and by having a comprehensive social media strategy,” he continued.

And as these tools gain more popularity, more consumers are turning towards the Web to garner information about a new car.

According to Chrome Data, consumers who visit a local dealer's website to research vehicles have steadily increased over the years from 34 percent in 2009 to 44 percent today.

"As dealer websites gain influence so does the importance of comprehensive online and mobile-friendly research tools to attract and retain vehicle shoppers," officials concluded.