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Dealer websites are the most popular tool for new car buyers, according to JudgeService research which surveyed 5,789 buyers.
54% cited dealer websites, followed by Auto Trader (27%) and Carwow (9%). Manufacturer websites remain the fourth most popular source, although their share dipped year-on-year from 8% to 7%.
Neil Addley, managing director of JudgeService, said: “Our research has found that dealer websites are still the first port of call for most new car buyers researching their next purchase, significantly outperforming every other online service.
“While this is welcome news for dealers, it does act as a reminder of the importance of keeping websites up to date and to use them to showcase the latest new car offers and promotions as these will resonate with in-market buyers.
“Used car advertising on dealer websites has improved immeasurably over recent years, with the best performing retailers providing detailed content and ensuring it is regularly refreshed, so it’s disappointing to see a slight dip in their popularity among buyers.
“This is where investing in search engine optimisation can make all the difference in putting stock directly in front of potential buyers.”
Buyers also named their preferred websites for used car searches. Auto Trader was the most popular at 56%, followed by dealer websites at 37% and Carwow at 6%.