In its latest survey, Roy Morgan found that 2.37 million Australians are in the market to buy a new car within four years and 43 per cent of those will use the internet for research in the last six months before purchase. But the percentage of online researchers then sharply increases.

Roy Morgan Research industry director of automotive, Jordan Pakes, said the survey shows that dealers and manufacturers must understand the research trends of prospective buyers.

“It’s been nearly a decade since the internet first overtook newspapers as the media most useful for new-car buyers,” he said.

“While much of the initial consumer purchasing behaviour has been absorbed, the next decade will mark further rapid advances to automotive technology and people’s attitudes to cars and transport.”

The survey found that 51 per cent of prospective car buyers have been researching up to two years before the actual purchase. That percentage remains about the same up to three months before purchase, and then it spikes to 69 per cent using online for information.

“Finally, a few remaining car-buyers leave it until the very last minute to do some online research: 72 per cent of people buying a car within a month,” Mr Pakes said.

“However, when it comes to researching finance options, the big surge occurs once buyers come within four to six months of their anticipated purchase date.

“Then, within two to three months of purchase, many buyers first start making general enquiries online, locating dealers and asking manufacturers and dealers to contact them.”

By Neil Dowling