Study: Most Car Shoppers Ready to Buy Online

Three in four drivers would consider conducting the entire car-buying process online from price negotiation to home delivery, according to a poll of 10,000 consumers in eight countries by Accenture plc.

The Dublin-based consulting firm says more than nine in 10 Chinese consumers have a strong interest in buying new cars online. Only 20% of Japanese buyers would consider doing the same way. Drivers in all markets indicate strong interest in being able to chat online with dealerships.

U.S. drivers are especially interested in Web sites that offer comparison shopping, according to the study. Indian buyers are most influenced by online sources and enthusiast magazines. Japanese shoppers are the least likely to do online research. Consumers in Italy value in-person visits to dealerships above all other influences.

Accenture says two-thirds of shoppers begin their search for a new vehicle online. About the same proportion say they would be interested in non-conventional approaching to purchasing new vehicles, including online auctions.

Half the survey respondents want carmakers and dealers to make it easier to research vehicles. Accenture says consumers cite the ability to comparison shop, look at virtual demonstrations and obtain more tailored information.

Half of those polled would like dealerships to include interactive touch displays that offer product information and permit virtual test drives, according to the study.