Car purchase – the roles of print and the internet in driving consumer choice
The internet is the main research method employed by car buyers in the UK, but, depending on a purchaser's life stage, print can still play an important role in swaying choice. Automotive Research, a conference hosted by the Market Research Society, held in central London in June 2016, heard both sides of this story, starting with the experience of AutoTrader, which became a purely digital brand three years ago after 36 years as a print magazine selling used cars.
The writing had...