In a recent study that was done in partnership with Netpop shows that only 8% of car buyers in the UAE know what car they want to buy, 97% rely on online search to discover other brand options, 60% of research time is spent on mobile devices, three in four buyers are watching online videos to learn about specific car features (compared to 37% in the U.S and 36% in the UK) and 87% visit the dealership for the first time only after they have done their search.

Google conducted a research for the first time in the UAE to understand how users decide what car to buy. The results of the automotive study reveal that 92% of car buyers in the UAE don’t know what brand they want to buy at the beginning of the search process and look to the web to make a decision. 70% of those who do know what brand they want end up changing their minds after they search online.

Marie de Ducla, Head of the Automotive industry at Google in MENA, said: “Purchasing habits of car buyers are fast changing. The internet plays a key role in strengthening their knowledge about the product and in shaping their purchase decisions. They are turning to the web to know more and visit car dealerships when they are better informed. Auto companies are missing out on a great opportunity by not being present throughout the online search process, a time when users need them the most.”

Search is indispensable

The study indicates that 97% percent of all auto buyers go online to gather information, 70% of those with initial brand favorites change their mind and 30% even buy brands they discover during the search. More than two-thirds of respondents use their mobile devices to search and that includes looking up prices and finding car dealerships (compared to 37% in the US and 36% in the UK). When asked why they search online, 64% respondents said that the web helped them make better decisions than any other source. 72% said to have even considered buying a car online because it’s easier and more convenient.

Video makes research easy, informative and social

More than three out of four car buyers watch online videos during their search. 77% of buyers visit online video platforms (compared to 37% in the US and 36% in the UK) like YouTube to search for videos on a particular model, evaluate offers in car commercials and to read comments and reviews from other users.

Visits to the Car Dealership

The study shows that car buyers visit the dealership at a much later stage in the search process and closer to the time of purchase. Around 87% of these users head to the showroom after they searched extensively online and gathered enough knowledge on the car. Nearly two in three buyers contact dealers online through email, webform or social media; however, 72% of those that expressed dissatisfaction with the speed and accuracy of responses, reported to have changed brands as a result.

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