Convenience
A recent industry survey found time spent online shopping for a
new car dropped 21% from 2020 to 2021. This sharp decline can
be attributed to one primary reason: new, convenient digital
retailing options.
But this shift toward convenience was already in motion well
before last year. From 2018 to 2020, the average time spent in a
car dealership declined from 2 hours and 55 minutes to 2 hours
and 37 minutes. As a result, buyer enjoyment increased from
60% to 74%.
As customers crave convenience, the marketplace is
enthusiastically answering. To combat the convenience of online-
only retailers and even other local rooftops, dealers need to meet
customers where they are in their buying journey and offer a
consistent and cohesive dealership experience across channels.
1
IN A 2020 SURVEY,
64%
OF CONSUMERS
WHO BOUGHT A
CAR ONLINE CITED
CONVENIENCE AS
THE PRIMARY
REASON.
IHS Markit
