73% of Aussies now likely to buy new cars entirely online, says Carsales

New consumer research from Carsales and Ipsos has found that Australians are increasingly carrying out the entire care purchasing experience online.

The study reported that the increased access to information available, as well as consumers taking more time to inform themselves has led to 73% of respondents being more likely to consider buying a new car entirely online, up from 57% in 2017.

The figures come as a result of Carsales reengaging Ipsos to revisit its ‘The Journey to Vehicle Ownership’ reports from both 2013 and 2017, during “unprecedented business conditions”, caused by the COVID pandemic.

The new study found that 59% of respondents for new vehicles, and 50% for used vehicles were confident to choose which vehicle or model online, compared to 41% and 32% in 2017 respectively,  representing the shift in confidence in information available to consumers in the digital purchasing process.

With extensive lockdowns across many key markets in Australia throughout the year, the shift online,  has resulted in more time and deliberation being taken in the decision making process.

The report states that Australian car buyers are spending more time, becoming more informed, and more confident. The median length of the “car-buying journey” has increased from 2.7 months in 2017 to seven months in 2021.

Carsales managing director, Ajay Bhatia said: “If consumers are provided with the tools and services to further enhance their car-buying journey, the future of the digital age will continue to evolve.”

Australians are becoming more open to EVs

The study also reported an uptick in consumer approach to electric vehicles (EVs), followng on from a report from Carsales earlier in the year. However there does still remaing a “large knowledge gap” surrounding EVs, which Carsales said it hopes to adress with its Electric Car Hub. 

Bhatia added: “Looking into the future, the likelihood of purchasing an EV has risen significantly, from 26% in 2017 to 42% in 2021. As consumers become more curious about EVs and the role they could potentially play in their lives, we have a responsibility to give consumers the information they need and that’s exactly what our hub aims to do with new electric cars for sale, EV advice and buying guides, and independent reviews.”


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