The data shows that Facebook is a good approach to getting new visitors to dealership sites.
Nashville,TN (PRWEB) May 10, 2012
Dataium, the largest aggregator of online automotive shopper behavior, today announced the release of its annual Social Media report that examines the influence of Facebook and other social media websites on automotive shopping behavior. The report, based on online automotive shopping events from a database of over 100 million active auto shoppers, details the impact of social media on visits, vehicle searches, inventory views and leads on automotive dealership websites. In addition to the report, the company also offers subscriptions to their social media dashboard which can be customized to provide social media influence around a specific make, model, DMA or by an individual website.
According to Dylan Snyder, Senior Manager, Business Intelligence at Dataium, "There has been much discussion in the automotive industry surrounding the importance of incorporating Facebook and other social media outlets as part of an overall marketing strategy. Because of this, we've developed the Social Media report which aims to help car dealers and their marketing agencies determine how much return they are getting from these social channels."
The report shows that many dealerships are successfully utilizing Facebook to generate new visitors. While only 0.45% of shoppers have been referred directly from Facebook to a dealership website, 94% of those referrals are visiting the dealership website for the first time. In addition, 27% of those first time visitors return to the dealership website after their initial visit, compared to a 22% return for the average shopper. In terms of vehicle views, 36% of shoppers referred by Facebook view at least one vehicle, compared to 32% of shoppers who were referred by other websites. Interestingly however, Facebook shoppers view an average of only two vehicles compared to other shoppers who on average view five vehicles.
Mr. Snyder noted, "The data shows that Facebook is a good approach to getting new visitors to dealership sites. The lead to visitor ratio, which is less than half of our network average, is disappointingly low, however. This highlights that dealerships cannot rely on facebook alone; traditional methods are still needed to turn these new visitors into leads."
The complete Social Media report can be accessed at http://www.dataium.com/library along with additional reports and research on Mobile Device Usage, Online Auto Shopping Trends, Visitor Search Profiles, the ASI (Auto Shopper Intensity) index report and more.
About Dataium, LLC
Dataium is the largest aggregator of Internet automotive shopping activity. With its Cloud Intelligence® platform, the company collects, analyzes, and indexes billions of online automotive shopping events from a database of over 100 million active auto shoppers. The company supports cutting-edge data collection and reporting technology VisiCogn® Knowledge Center, and is also known for its ASI™ index. For more information, visit http://www.dataium.com, email: info(at)dataium(dot)com, or call 877-896-DATA (3282).
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