Three different types of Internet car shopping emerge from data tracking by AutoTrader.com, an online marketplace. The distinct groups consist of:
- Buyers who cast a wide net as they consider various vehicles before finally deciding what to buy. They are vigorous cross-shoppers.
- Direct and determined consumers who pretty much bee-line to a vehicle selection. “Some people, not many, know what they want right away,” says Rick Wainschel, AutoTrader’s vice president-automotive insights.
- Price shoppers seeking the best deal possible. “Everyone is price-sensitive, but this group is really price-sensitive,” he says.
Cross-shoppers are the biggest of the three groups, consisting of 65% of car consumers online. Their computer sessions also are longer and they take more time to buy.
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