'Disruptive' web users spend more time on car research

COSTA MESA, Calif. - 

Prior to visiting a dealership, users of “disruptive” websites and apps such as Zappos, Netflix, Uber and AirBnB, spend more time online researching new cars, says J.D. Power.

Compared to non-disruptive users, which average 12 hours, disruptive site users (or users of brands that challenge traditional business models), spend an average of 19 hours online during the car shopping process, according to J.D. Power’s 2017 released Thursday.

The study analyzes how new-vehicle buyers, in particular, gather vehicle information before making a purchase decision.

J.D. Power examined both how consumers use digital devices and which websites or apps they use during the car shopping process.

Users of disruptive websites and apps tend to be younger and make up 13 percent of new-vehicle buyers who use automotive shopping sites for research.

Among older generations, 33 percent of Gen Y, 18 percent of Gen X and 6 percent of Boomers and pre-Boomers are disruptive users, according to the study.

Additionally, the study found that seven in 10 users of disruptive technologies use smartphones for vehicle research and are most likely to visit the most car shopping sites.

Sixty-nine percent of disruptive users conduct their car using a smartphone, compared to just 38 percent of non-users.

And on average, disruptive users visit 12 sites, versus nine sites for non-disruptive users, according to the study.

J.D. Power said the study is based on a survey of 18,393 new 2015 to 2017 model-year vehicle buyers and lessees from February through June.

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