US/GB: Where are car buyers most likely to conduct their research?

Buying a car is a long-term commitment for most and is often preceded by meticulous research, both online and offline. But where is this research done – dealership websites, social media, car comparison websites or magazines among other myriad options?

To answer this question, we look at the research portals most likely to be used by consumers in the US and Great Britain who intend to buy a certified pre-owned, new, and/or used car in the next 12 months.

Data from YouGov Global Automotive Profiles – an audience intelligence tool – reveals that dealership websites are the most popular research avenue for car buyers in both the US (43%) and GB (61%) - though significantly more popular in Great Britain.

More than two fifths of car buyers say they would look at official reviews (US, 40%; GB, 42%), while similar numbers said they are likely to visit the car manufacturers’ websites (US, 39%; GB, 42%).

On the other hand, at 32%, only a third of car buyers in the US and GB are likely to conduct their research offline, in-store at car dealerships.

While a third of American car buyers (31%) would consider reviews on social media, only a quarter of Britons (25%) are likely to consider them. Similarly, used car-selling portals are likely to be used by more than a fifth of car buyers in the US (22%) compared to a tenth of car buyers in GB (13%).

Magazines (US, 12%; GB, 7%) and adverts (US, 10%; GB, 7%) remain some of the least popular modes of research among car buyers in both countries.

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Methodology: YouGov Global Automotive Profiles is a globally consistent audience dataset based on rolling surveys and continuously collected data from adults aged 18 and above across 14 markets. The data from Global Automotive Profiles used in this study is based on the interviews of 600 adults in the US and 721 adults in the UK in July 2022. All interviews were conducted online, and the results are nationally representative, Learn more about Global Automotive Profiles.