New study reveals auto dealers are also rapidly adopting other Web 2.0
capabilities, including online reviews and social media.
PRINCETON, N.J., March 10 /PRNewswire/ -- Web 2.0 advertising tactics
and technologies are gaining traction among auto dealers, becoming an
integral element of the marketing mix. Fifty-nine percent of auto dealers
say they plan to use Internet video on their own Web sites during the next
12 months, up from the current 33 percent, according to a new study by The
Kelsey Group, the leading provider of research, data and strategic analysis
on local media, small-business advertising, mobile and vertical market
advertising. During this same 12-month period, the percentage of auto
dealers using customer ratings and reviews will rise from 29 to 43, and the
percentage using social networking sites will rise from 15 to 33.
"These findings point to a significant disruption in the auto dealer
advertising space," said Neal Polachek, chief executive officer, The Kelsey
Group. "There are valuable opportunities for traditional and new media
companies that tune into dealers' adoption of Web 2.0 technologies and
align with dealers' online media-buying intentions."
In general, auto dealers are shifting more of their media mix online,
with 62 percent planning to increase online media spending in the next 12
months, compared with only 17 percent for traditional media. Moreover, 46
percent of dealers will decrease spending on traditional media, compared
with only 8 percent for online media.
Detailed findings from the study will be presented at the first annual
Ward's "Automotive Spring Training Conference," presented by Autobytel,
March 9-11, 2008, in Tampa, Florida. For more information about this event,
visit http://wardsauto.com/springtraining.
Methodology
The Kelsey Group Auto Dealer study was conducted in February 2008 via
online survey. This survey of dealer online advertising practices and
intentions was performed to identify best practices and trends in dealer
use of various Internet advertising types. The sample comprised tier-three
dealers (no OEMs or associations), with 71 percent of respondents
identified as owner, principal, vice president or general manager. The
survey will be conducted again in fall 2008.
About The Kelsey Group
The Kelsey Group is the leading provider of research, data and
strategic analysis on directories, small-business advertising, online local
media, vertical market advertising and mobile advertising. Founded in 1986,
the company has built a reputation as the premier analyst firm covering the
directory publishing community and the emerging local search marketplace,
providing advisory services (The Kelsey Report(R), Interactive Local Media
and Marketplaces), publishing (Global Yellow Pages(TM)), consulting (more
than 400 individual assignments) and conferences (71 events). For more
information about the firm and its services, visit http://www.kelseygroup.com.
Available Topic Expert(s): For information on the listed expert(s), click
appropriate link.
Neal Polachek
https://profnet.prnewswire.com/Subscriber/ExpertProfile.aspx?ei=36838
SOURCE The Kelsey Group
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Related links:
http://www.kelseygroup.com
CONTACT:
Eileen Pacheco of The Kelsey Group,
+1-781-556-1026, eileen@tango-group.com
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