Car purchase – the roles of print and the internet in driving consumer choice

This event report explores the position of print and digital media in influencing customers' car buying decisions, according to Auto-Trader, the used-car magazine.

Car purchase – the roles of print and the internet in driving consumer choice

Lena RolandWarc

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...

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