Car owners in France use the internet to find aftermarket parts, services and accessories. To better understand the online habits of these consumers, we examined the role of search — both stationary and mobile — and the importance of consumer reviews. Although the majority of purchases were eventually made offline, internet research played a key role in the process.
Key findings
- The internet is a key auto aftermarket info source, which is used across the entire purchasing process, i.e. from initial research to purchase …
- … and online is projected to become more important in the future
- Widespread use of search engines within the automotive aftermarket
- Search engines also key amongst the population that uses mobiles to search for automotive aftermarket items – use of mobiles projected to grow going forward
