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Family and friends have the biggest influence on used car buyers, ahead of their own personal experience, expert advice or a test drive according to a used car report published by British Car Auctions (BCA).
The Used Car Report 2012 revealed for the first time that ‘views of family and friends’ was at the top of the table of influences on used car buyers, ahead of buyer’s own personal experiences , expert advice and even a test drive.
Tim Naylor, editor of BCA’s report thinks that the results are a ‘sign of the times’ and he explains that as economic conditions have become tougher in recent years, people obviously feel it is safer to trust the views of their family and friends above anything else.
Naylor said: “Of course, the reality is that a family member or friend may not have any expert experience when it comes to selecting a used car – but it just feels a safer route to take when money is already under pressure.”
The report surveyed 4,000 car owners and from the results 24 per cent of respondents cited the views of their family and friends would most strongly influence the type of used car they would consider buying. This figure increased to 28 per cent for female car buyers.
Other results included 21 per cent of male used car buyers citing ‘personal experience of a particular make and model’ as the most important factor.
These results show why having a presence on popular social media websites such as Twitter and Facebook can play an important role in the success of your business. Visitors are encouraged to interact with friends and family members so it is the perfect platform for dealers to use to advertise their business.
“With a quarter of motorists saying that they are most likely to buy their next used car privately, what influences their decision could be crucial,” said Naylor.
“It is, therefore, at least encouraging to see that they do also take influence from some more expert views. These include independent car internet sites at 16%; test drives at 15%; used car showrooms/sites at 12% and franchised and used car dealer websites at 10%.”