new delhi around 89 per cent of india car purchases are digitally influenced in 2017 compared to 75 per cent in 2016 said a report released by google indian and kantar tns concurrently the number of dealers visits have also dropped by 50 per cent in the past three years according to the report 96 per cent of them are searching online 80 per cent are watching online videos and 88 per cent of them prefer to research on their smartphones moreover the report also said in the last two years there has been a 25x increase in consumers who are taking only two months to buy a fourwheeler finally twothirds of digitally influenced buyers are searching and discovering dealers online together all of these are leading to shorter more efficient buying cycles talking about how digital is transforming this industry vikas agnihotri industry director google india said online video has emerged as the biggest disrupter for the fourwheeler industry in india youtube has over 225 million indian smartphone users watching online video every month auto content itself has witnessed an astounding 225 per cent yearonyear watch time growth from an advertiser perspective what makes this trend even more relevant is that car manufacturers can now measure the exact impact that online is having on offline sales and we believe that is a real game changer as per the report online video is fast becoming a preferred information source that is allowing buyers to explore a new car from different perspectives the percentage of online video usage in the process of buying a car in 2017 has nearly doubled to 80 per cent from 43 per cent in 2016 breaking up the types of videos consumers are watching the report shows that 41 per cent are vehicle safety tests 41 per cent showcase the technology and features of the car 38 per cent are on performance and 33 per cent of them are customer reviews further the report highlights that 79 per cent of consumers who are watching online video are taking an action underscoring the important role of online video in the decisionmaking process also read auto industry on growth trajectory posts 24 growth over low base in nov 2017 speaking about the challenges that marketers face today and some future trends gabri herrmann kantar tns said the modern auto shopper walks into the dealership armed with a staggering array of information delivering on research needs and inspiring the consumer is critical brands that succeed in this will win the sale by deepanshu taumar published on dec 13 2017 at 0400 pm ist telegram facebook copy link be the first one to comment comment now comments comment now read comment 1 all comments post post find this comment offensive choose your reason below and click on the submit button this will alert our moderators to take actions reasons for reporting foul language defamatory inciting hatred against a certain community out of context spam others report join