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89% of car buyers in India influenced by online media

Author: IANS/Wednesday, December 13, 2017/Categories: Auto & Ancillary

89% of car buyers in India influenced by online media

New Delhi, Dec 13 - A total of 89% of Indian car purchases in 2017 were digitally influenced -- up from 75% in 2016, a new report said on December 13.

According to the report released by Google India and market research company Kantar TNS, the auto shoppers exhibited three key digital behaviours. Nearly 96% of them searched online, 80% watched online videos and 88% of them preferred to research on their smartphones.

"Online video has emerged as the biggest disrupter for the four-wheeler industry in India. YouTube has over 225 million Indian smartphone users watching online video every month, auto content itself has witnessed a 225% year-on-year watch time growth," Vikas Agnihotri, Industry Director, Google India, said in a statement. 

The report shows that in the last two years, there has been a 2.5-time increase in consumers who are taking only two months to buy a four-wheeler.

"Concurrently, the number of dealer visits have also dropped by 50% in the last three years. Finally, two-thirds of digitally influenced buyers are searching and discovering dealers online. Together, all of these are leading to shorter, more efficient buying cycles," the report said.

The percentage of online video usage in the process of buying a car in 2017 nearly doubled -- to 80% from 43 per cent in 2016.

The report also provided the break up of the types of videos that consumers watched.

41% of the people watched vehicle safety tests, 41% saw technology and features of the car, 38% saw videos that were on performance and 33% watched customer reviews. 

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Kavita Giridhar Mallya


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