February 16, 2002

Poll says Canadians believe independent vehicle reviews more important than price when buying cars

An online survey of visitors to Carpoint.ca last week revealed that 50% of those polled believe that independent reviews are the most important information when making a car buying decision – only 17
percent cited price.

Some other findings of the survey included:

  • The internet is increasingly being used as a source of information for vehicle purchases: sixty-one percent said they used the Internet to research their most recent car purchase. Forty percent of respondents used the Internet to research their second car purchase, compared to only 28 percent who said they used it to research their first purchase.

  • Car buyers are looking to the internet to provide a one-stop comparative information source for auto purchase decisions.
  • The majority (90%) use Internet as research tool to learn more about products, pricing and buying strategies.
  • Forty percent of those surveyed would like to see invoice pricing and used car values available online.
  • Nearly as many Canadians would prefer “no-haggle” pricing (46%) as those who prefer to negotiate (54%).

The Carpoint.ca survey was conducted among 500 site visitors in the period of February 4-11, 2002.

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