Auto Dealers to Park Spots in Front of YouTube Users

BY Courtney Huckabay
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Many car dealers use Facebook as a way to target, reach and promote deals to car shoppers. But are they missing out on a key opportunity by focusing mostly on Facebook? According to a recent poll by national car lease website, Swapalease​.com, most car shoppers actually turn to YouTube when researching their next vehicle.

Social media continues to explode in popularity, but how do car shoppers use the many different forms of social media when researching and shopping for a car? While Facebook is extremely popular for millions of car dealers around the country, YouTube is actually used more by car shoppers who are researching which cars or trucks to buy or lease. According to a recent online survey from Swapalease​.com, 43% of car shoppers turn to the social video site, compared to just 33% for Facebook.

In fact, AudienceSCAN research found 5.4% of YouTube Users intend to purchase motorcycles/​ATVs/​scooters or mopeds in the next 12 months. Scooter dealers need to get their spots up on YouTube stat!

The online car lease marketplace polled roughly 2,500 car shoppers across the country in June and found the following social media preferences among car shoppers:

YouTube: 43%
Facebook: 33%
LinkedIn: 10%
Twitter: 9%
Instagram: 7%
Pinterest: 5%

Indeed, the AudienceSCAN survey asked, "When have you last seen/​heard information (not advertising) that led you to take action?" And 25.4% of U.S. adults answered with "a social video (like YouTube, Vimeo or Periscope)."

"Millions of car shoppers now utilize the Internet as a way to research their next vehicle, as well as look for the deal that's right for them, and this includes social media websites," said Scot Hall, Executive Vice President of Swapalease​.com. "Our research tells us that YouTube is an effective social channel since it gives shoppers a virtual tour of the vehicle they're looking at, as well as an opportunity to see how it handles on the road. Online videos can be powerful in car shopping, particularly as people gravitate toward the Internet and away from actual test drives at the dealership."

Also of note: 36.6% of YouTube Users make an effort to buy American whenever possible, according to AudienceSCAN data. Highlight American brands and American manufacturing in YouTube spots.

AudienceSCAN data is available as part of a subscription to AdMall for Agencies, or with the SalesFuel API. Media companies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.