Google: Research and Purchasing of Auto Aftersales Products

Posted by IAB Australia On July 12, 2011 Research & Resources

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


IAB Australia

IAB Australia is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia.