Automakers will probably not like this news we found Down Under. AC Nielsen did a six month study (“
Auto Path to Purchase
”) where it tracked prospective car buyers on what resources they used before buying a vehicle. Sixty eight percent of the participants stated the Internet was their choice of information, followed by advice from family and friends. Newspaper
and television commercials rated 15th and 16th.
The implications are staggering since automakers spend more than fifty percent of their marketing funds towards televised ads.