Online car search increases: Google

Internet ' it carries a vast array of information resources and services. Nowadays, out of seventeen people at least one has an access to the internet in India. However you would be amazed to know that every 3rd car buyer in the country's top cities starts their search on the world-wide-web.

As per the Google reports, 4 out of every 10 new car buyers and 3 in every 10 used car buyers use the internet to do their initial research before making the purchase.

As per media reports, Narasimha Jaykumar, Business Head, Google (India) said, "The internet has become a powerful influencing mechanism for car consumers. There is an 87 per cent increase in auto searches on Google and we get 25 million searches every month on the cars category alone."

Further, Santosh Desai, MD and CEO, Future Brands said, "Carmakers have already woken up to this new reality with the internet playing a key role in their marketing and communication initiatives. The internet has witnessed increased brand-building efforts by car companies over the last 3 years. The medium is popular with consumers since it is well organised and mostly free. Car marketers are putting their money in the right place, in that sense."

However, its evident that the automobile manufacturers have already formed a group of major advertisers on the internet, along with financial services companies and technology enterprises.

According to the study, more than half the car buyers in top eight cities in India, use the internet to read reviews compare specifications and prices of different models and to locate dealerships. And, more than half the consumers look at video ads, sponsored links and animated ads of cars, while 81 per cent of them are able to recall at least one car advertisement.

As per the exclusive conversation Adgully had with Akshay Shankar, Co-Founder, Car Trade India, Shankar says "In the past 3-4 years there has been a quantum leap in the usage of internet while searching a new car or used car. Since the added value of internet is so significant and allows buyers to make a much better decision in a very significant purchase, the growth has also been in tune. I would estimate that the number of users using internet during their car search in India has increased by 400% over the last 3-4 years."

With such a big influx of visitors for this purpose even the advertisers cannot avoid the opportunity to grab maximum eyeball. Agreeing to the fact Shankar says, "Yes, clearly the usage of internet as an advertising medium by auto companies is increasing. Internet provides the most efficient channel to capture users while they are researching for their car purchase - and thus when they are not. Advertisers are understanding this better and better, and are adjusting their spends accordingly."

The study also revealed that Maruti Suzuki is the most considered car company online. And other brands in the popularity list are - Honda, Tata Motors, Hyundai and Ford too attract a lot of internet interest.

When asked that which top 3 brands (cars) are searched more online, Shankar says, "Through the consumers' usage of various research tools on CarTradeIndia.com, we have been able to understand buying behaviour deeply. In general, it can be said that online search behaviour mirrors (offline) purchase preferences. Hence, Maruti, Hyundai and Tata get the largest number of searches. There is also a huge spike in searches when brands have been recently released."

In fact the new car buyers take an average of 9.8 days from researching to making the final purchase, used car buyers make up their mind faster, in 7.7 days on an average, as per Google reports.