Car shoppers test drive an average of 1.6 cars before making a purchase
Car shoppers visit a dealership only after narrowing their search—and 75% visit no more than two dealerships
7
19
19
18
45% of car shoppers test drive at least two cars before making a purchase
75% of car shoppers visit no more than two dealerships before making a purchase
44% of car shoppers contact multiple dealerships before making a purchase
Contact Us
The In-Person
Visit Is Still Vital
Transparency and Trust Drive their Search
They’re Big Researchers
The CarGurus Shopper by the Numbers
The CarGurus Shopper by the Numbers
CarGurus Helps Dealers Connect with Shoppers
The CarGurus Shopper by the Numbers
The CarGurus Shopper by the Numbers
The CarGurus Shopper by the Numbers
The CarGurus Shopper by the Numbers
The CarGurus Shopper by the Numbers
The CarGurus Shopper by the Numbers
CarGurus helps dealers connect with high-quality shoppers across stages, devices, demographics, and more
Canada — 2018
and the Disconnected Buying Journey
Understanding
the CarGurus Shopper
Making Connections
CarGurus shoppers are drawn to transparency, spending hours online comparing pricing information and reading dealership reviews before making a purchase.
Providing the information shoppers need to make an informed purchase builds trust and influences
their decision to choose your dealership.
Closing the Deal
Convenience and control drive the purchase process for CarGurus shoppers—they do their research in advance and are ready to buy when they step on your lot.
And for customers struggling with the disconnected shopping experience, delivering a simple, pressure-free purchase process helps win the sale.
Building Awareness
The modern car buying journey has become a scattered set of experiences, full of starts, stops, and resets.
Reaching shoppers online and at every stage of their journey is key to driving visits to your dealership—and, ultimately, more sales.
%
5
80
%
72
%
wouldn’t buy a used car without third-party price validation
are interested in getting a fair price on the vehicle they want
5
5
are not interested in haggling over a vehicle
64
The CarGurus shopper is more efficient and better informed, which makes for a more confident, ready-to-buy customer for dealers.
27%
37%
100%
75%
50%
0%
25%
% of purchases within a week
4
All Competitors
CarGurus
And, they’re visiting CarGurus right before making a purchase – the share of visits within a week of purchase is 1.4x higher on CarGurus than it is on competitor sites.
%
75
of CarGurus shoppers say they know the exact make before they start shopping
%
45
%
71
%
of CarGurus shoppers
say they know the exact make and model before they start shopping
of CarGurus shoppers
are planning to lease or purchase a vehicle within
3 months
of CarGurus shoppers are planning to lease or purchase a vehicle within 1 month
55
70%
60%
50%
40%
30%
20%
10%
0%
3
3
2
2
1
Gender
1
0%
10%
65+
55-64
45-54
35-44
25-34
18-24
Age
20%
CarGurus shoppers are armed with information and are serious about making a purchase
CarGurus shoppers are auto intenders who are lower funnel and eager to buy
The CarGurus Shopper by the Numbers
8
7
7
36%
of car shoppers who are less than 1 month away from making a purchase do research exclusively on a mobile device
of auto-related mobile searches lead to a conversion
39%
of Canadian car shoppers use a mobile device to research cars
74%
Why Mobile Matters
Find out why mobile matters
Find out why mobile matters
Mobile Fuels the Car Buying Journey
Consumers are increasingly turning to mobile to
find answers fast. From researching vehicles, to locating dealerships, to comparing prices while on the dealership lot, mobile plays a huge role in the modern auto shopper’s journey.
4
6
4
5
Did you know that 90% of car shoppers use digital information, with 47% beginning their research on a third-party site?
At any given moment, one-third of Canadian adults are thinking about, actively researching, or in the process of buying a car—and the majority of them are using digital throughout their shopping process. CarGurus research found that 75% of car shoppers visit three or more websites throughout their shopping process to conduct research. With so many digital touchpoints, dealers have lots of opportunities to influence potential buyers during the research phase.
Throughout the car buying journey, CarGurus shoppers have access to more info than ever
They’re Big Researchers
Before setting foot in a dealership, serious car shoppers go online to get their questions answered and choose a dealership. The decision is influenced by several factors, including vehicle price and dealer reviews, so establishing transparency and trust early in the research phase is crucial to getting shoppers to your lot.
As CarGurus shoppers narrow their search, they engage with sites that bring transparency to the purchase process, choosing dealerships they trust
Transparency and Trust Drive Their Search
17
17
16
Shoppers call dealerships to find out if the car they’re interested in is in stock and to get information about the dealership — 17% of CarGurus shoppers say they’re most likely to contact the dealership by phone when they’re interested in a specific car.
Shoppers click on maps to locate the dealership and prepare for an in-person visit. Over 20% of CarGurus shoppers say they would drop in at a dealership without contacting the dealership in advance.
How Shoppers Are Connecting with Dealers
Shoppers click on dealer websites to learn more about specific vehicles and the dealership in general. Clicks directly to a dealership’s website from a VDP are the second most popular way for CarGurus shoppers to connect with dealers.
Confident and ready to buy, CarGurus shoppers interact with dealers
in a variety of ways, making connections geared toward purchasing a car.
Reviews Build Trust
22
15
14
13
12
of shoppers say reviews make the process more transparent and trustworthy when researching expensive items like a car online
2X
Dealers with five star reviews receive 2x more connections than dealers with one star reviews
%
56
of CarGurus shoppers say reviews are important to them when deciding what to buy
%
88
of CarGurus shoppers leave a 4-star review or better
%
25
of CarGurus shoppers say dealership reputation and reviews are the most important factors to consider when choosing a car
%
68
of CarGurus shoppers always look at dealers' reviews before contacting them
%
40
%
61
of CarGurus shoppers always read reviews before contacting a dealer
of CarGurus shoppers say a dealer must have an average review score of four stars or better for them to contact that dealer
%
86
%
25
of CarGurus shoppers say dealership reviews and reputation are the most important factor to consider when choosing a car
2X
Dealers with five star reviews receive 2x more connections than dealers with one star reviews
%
56
of CarGurus shoppers say reviews are important to them when deciding what to buy
%
88
of CarGurus shoppers leave a 4-star review or better
%
25
of CarGurus shoppers say dealership reputation and reviews are the most important factors to consider when choosing a car
%
68
of CarGurus shoppers always look at dealers' reviews before contacting them
85
11
10
9
9
of CarGurus shoppers won’t buy a car without market value data from an independent, third-party source
%
%
85
of CarGurus shoppers say that it is very important to get independent, third party information on vehicle market values
%
79
of leads go to fair or better deals
%
49
of CarGurus shoppers say getting a good deal is the most important factor when purchasing a used car
Price Validation Is Crucial
Reviews
Build Trust
Price Validation
Is Crucial
Find out how shoppers are connecting with dealers beyond email leads
Find out how shoppers are connecting with dealers beyond email leads
–
Nasser Rad, CEO & President,
AUTORAMA
"
CarGurus is helping us to connect with serious customers who are ready to pick up the car and drive
it home."
The CarGurus shopper is engaged and well-informed by the time they reach the dealer’s lot, and they’re still accessing information when they arrive – 40% of auto shoppers use a mobile device at the dealership to compare prices, and 24% use it to discuss an offer with family and friends.
As a result, shoppers who make it on the lot are yours to lose. It’s up to you to provide a simple, pressure-free purchase process and close the sale.
Dealers must win online to win the in-person visit.
While today's shoppers are visiting fewer dealerships, more than 95% of purchases still happen at the dealership. To get shoppers into your dealership to close that deal,
you need to reach them where they’re spending their time: online.
CarGurus shoppers spend an immense amount of time conducting research, but the dealership visit still matters
The In-Person Visit Is Still Vital
20
To learn more about partnering with the fastest growing auto shopping site in Canada,
call (855) 741-7052 or fill out the form below
CarGurus’ focus on transparency translates perfectly to the on-the-lot experience. Our search rankings are based on deal rating, which makes it easy for shoppers to get the facts they need to feel confident about purchasing a vehicle from a dealership they trust.
Contact Us
Learn More
1—Google Analytics (internal data), Q4 2017
2—CarGurus Consumer Survey, n=858, Nov ‘17
3—CarGurus Consumer Survey, n=315, June ‘18
4—Think With Google, What We Learned About Canadian Car Buyers From in-the-Moment Research, 2016
5—PCG, Auto Shopper Influence Study, U.S., 2016
6—CarGurus Consumer Survey, n=2,000, July 2017
7—Facebook IQ, How Mobile Fuels the Canadian Auto Purchase Process, 2017
8—Think With Google, Mobile Is the Driving Force In Canadians’ Car Buying Journeys, 2016
9—CarGurus Consumer Survey, n=487, Aug 2017
10—CarGurus Consumer Survey, n=2,000, Oct 2016
11—CarGurus Study, February 2018, Canada
12—CarGurus Consumer Survey, n=2,000, Nov 2016
13—CarGurus Consumer Survey, n=2,000, Oct 2016
14—CarGurus-run Google Survey, February 2017, n=1,000+
15—CarGurus Consumer Survey, n=172, May 2018
16—CarGurus, January 2017 through December 2017, Canada
17—CarGurus Consumer Survey, n=1,787, Dec 2017
18—Think With Google, U.S., 2017
19—CarGurus-run Google Survey, n=772, May 2018
20—Q1 2018 vs. Q1 2017 comScore MediaMetrix unique visitor growth compared with Kijiji and autoTRADER.ca
© 2018 CarGurus ®, Inc., All Rights Reserved.
Privacy Policy
Dealer Resource Centre
Dealer Resource Centre
Privacy Policy
© 2018 CarGurus ®, Inc., All Rights Reserved.
1—Google Analytics (internal data), Q4 2017
2—CarGurus Consumer Survey, n=858, Nov ‘17
3—CarGurus Consumer Survey, n=315, June ‘18
4—Think With Google, What We Learned About Canadian Car Buyers From in-the-Moment Research, 2016
5—PCG, Auto Shopper Influence Study, U.S., 2016
6—CarGurus Consumer Survey, n=2,000, July 2017
7—Facebook IQ, How Mobile Fuels the Canadian Auto Purchase Process, 2017
8—Think With Google, Mobile Is the Driving Force In Canadians’ Car Buying Journeys, 2016
9—CarGurus Consumer Survey, n=487, Aug 2017
10—CarGurus Consumer Survey, n=2,000, Oct 2016
11—CarGurus Study, February 2018, Canada
12—CarGurus Consumer Survey, n=2,000, Nov 2016
13—CarGurus Consumer Survey, n=2,000, Oct 2016
14—CarGurus-run Google Survey, February 2017, n=1,000+
15—CarGurus Consumer Survey, n=172, May 2018
16—CarGurus, January 2017 through December 2017, Canada
17—CarGurus Consumer Survey, n=1,787, Dec 2017
18—Think With Google, U.S., 2017
19—CarGurus-run Google Survey, n=772, May 2018
20—Q1 2018 vs. Q1 2017 comScore MediaMetrix unique visitor growth compared with Kijiji and autoTRADER.ca
Contact Us
CarGurus’ focus on transparency translates perfectly to the on-the-lot experience. Our search rankings are based on deal rating, which makes it easy for shoppers to get the facts they need to feel confident about purchasing a vehicle from a dealership they trust.
To learn more about partnering with the fastest growing auto shopping site in Canada, call (855) 741-7052
or fill out the form below
The In-Person Visit Is Still Vital
CarGurus shoppers spend an immense amount of time conducting research, but the dealership visit still matters
Dealers must win online to win the in-person visit.
While today's shoppers are visiting fewer dealerships, more than 95% of purchases still happen at the dealership.18 To get shoppers into your dealership to close that deal, you need to reach them where they’re spending their time: online.
The CarGurus shopper is engaged and well-informed by the time they reach the dealer’s lot, and they’re
still accessing information when they arrive – 40%
of auto shoppers use a mobile device at the dealership to compare prices, and 24% use it
to discuss an offer with family and friends.
As a result, shoppers who make it on the lot are
yours to lose. It’s up to you to provide a simple,
pressure-free purchase process and close the sale.
25
CarGurus is helping us to connect with
serious customers who are ready to pick
up the car and drive it home.”
"
Nasser Rad, CEO & President, AUTORAMA
19
19
7
Car shoppers visit a dealership only after narrowing their search—and 75% visit
no more than two dealerships
Car shoppers test drive an average of
1.6 cars before making a purchase
Confident and ready to buy, CarGurus shoppers interact with dealers in a variety of ways, making connections geared toward purchasing a car.
Find out how shoppers are connecting with dealers beyond email leads
Find out how shoppers are connecting with dealers beyond email leads
Price Validation
Is Crucial
Reviews Build Trust
of CarGurus shoppers won’t buy a car without market value data from an independent, third-party source
85
49
%
%
%
of CarGurus shoppers say that it is very important to get independent, third party information on vehicle market values
85
of CarGurus shoppers say getting a good deal is the
most important factor when purchasing a used car
79
%
of leads go to fair or better deals
Price Validation is Crucial
9
9
10
11
of CarGurus shoppers say dealership reviews and reputation are the most important factor to consider when choosing a car
25
40
%
%
%
of CarGurus shoppers always read reviews before contacting a dealer
61
of shoppers say reviews make the process more transparent and trustworthy when researching expensive items like a car online
86
%
of CarGurus shoppers say a dealer must have an average review score of four stars or better for them to contact
that dealer
Reviews Build Trust
12
13
14
15
Shoppers click on dealer websites to learn more about specific vehicles and the dealership in general. Clicks directly to a dealership’s website from a VDP are the second most popular way for CarGurus shoppers to connect with dealers.
How Shoppers Are Connecting with Dealers
Shoppers click on maps to locate the dealership and prepare for an in-person visit. 20% % of CarGurus shoppers say they would drop in at a dealership without contacting the dealership in advance.
Shoppers call dealerships to find out if the car they’re interested in is in stock and to get information about the dealership — 17% of CarGurus shoppers say they’re most likely to contact the dealership by phone when they’re interested in a specific car.
16
17
17
Transparency and Trust Drive Their Search
As CarGurus shoppers narrow their search, they engage with sites that bring transparency to the purchase process, choosing dealerships they trust
Before setting foot in a dealership, serious car shoppers go online to get their questions answered and choose a dealership. The decision is influenced by several factors, including vehicle price and dealer reviews, so establishing transparency and trust early in the research phase is crucial to getting shoppers to your lot.
They’re Big Researchers
Throughout the car buying journey, CarGurus shoppers have access to more info than ever
4
6
At any given moment, one-third of Canadian adults are thinking about, actively researching, or in the process of buying a car—and the majority of them are using digital throughout their shopping process. CarGurus research found that 75% of car shoppers visit three or more websites throughout their shopping process to conduct research. With so many digital touchpoints, dealers have lots of opportunities to influence potential buyers during the research phase.
Did you know that 90% of car shoppers use digital information while researching, with 47% beginning their research on a third-party site?
Consumers are increasingly turning to mobile to find answers fast. From researching vehicles, to locating dealerships, to comparing prices while on the dealership lot, mobile plays a huge role in the modern auto shopper’s journey.
Mobile Fuels the Car Buying Journey
9
Find out why mobile matters
Find out why mobile matters
60%
51%
42%
34%
25%
23%
15%
Auto shopping
Search
Auto information
OEMs
Parts service or repair
Dealerships
Industry press
36%
22%
14%
13%
9%
4%
2%
Auto shopping
Search
OEMs
Auto information
Parts service or repair
Dealerships
Industry press
Why Mobile Matters
74%
of Canadian car shoppers use a mobile device to research cars
39%
of auto-related mobile
searches lead to a conversion
of car shoppers who are less than
1 month away from making a purchase do research exclusively
on a mobile device
7
7
8
36%
The CarGurus Shopper by the Numbers
CarGurus shoppers are auto intenders who
are lower funnel and eager to buy
CarGurus shoppers are armed with information and are serious about making a purchase
20%
Age
18-24
25-34
35-44
45-54
55-64
65+
10%
0%
1
Gender
1
2
2
3
5
0%
10%
20%
30%
40%
50%
60%
70%
55
of CarGurus shoppers are planning to lease
or purchase a vehicle within 1 month
of CarGurus shoppers are planning to lease or purchase a vehicle within 3 months
of CarGurus shoppers say they know
the exact make and model before
they start shopping
%
71
%
45
%
The modern car buying journey has become a scattered set of experiences, full of starts, stops, and resets.
Reaching shoppers online and at every stage of their journey is key to driving visits to your dealership
—and, ultimately, more sales.
Building Awareness
CarGurus shoppers are drawn to transparency, spending hours online comparing pricing information and reading dealership reviews before making a purchase.
Providing the information shoppers need to make an informed purchase builds trust and influences their decision to choose your dealership.
Making Connections
Convenience and control drive the purchase process for CarGurus shoppers—they do their research in advance and are ready to buy when they step on your lot.
And for customers struggling with the disconnected shopping experience, delivering a simple, pressure-free purchase process helps win the sale.
Closing the Deal
Understanding
the CarGurus Shopper
and the Disconnected Buying Journey
Canada — 2018
CarGurus helps dealers connect with high-quality shoppers across stages, devices, demographics, and more
CarGurus helps dealers connect with shoppers
The CarGurus Shopper by the Numbers
They’re Big Researchers
Transparency and Trust Drive Their Search
The In-Person Visit Is Still Vital
Contact Us
Dealer Resource Centre
3
of CarGurus shoppers say they know the exact make before they start shopping
75
%
20