A recent two-part survey from Dealer Image Pro found that online videos play an important role for consumers when researching and buying a vehicle.
“Consumers are now demanding, more than ever, quality content in all media formats, including full-motion VDP video,” said Louis Norman, Director of Operations of Dealer Image Pro, in a statement.
The survey found that more than 90 per cent of the 3,000 consumers surveyed in the United States consider a virtual vehicle walk-around video to be important when researching or purchasing a vehicle.
Furthermore, the quality of the video can also impact the negotiating price point of the vehicle for consumers; 44 per cent of consumers felt the videos they had previously seen made the vehicle quality appear cheaper. And according to the company, 58 per cent of those surveyed feel the exterior and interior angles of the vehicle “must be clearly seen when looking at a vehicle’s video online.”
As for dealers, survey findings indicate that 48 per cent of those surveyed are using exterior and interior 360 degree vehicle spin videos. And 44 per cent want to include these types of videos in their merchandising efforts moving forward.
“Although we saw a greater disparity between the opinions of dealers and consumers on the significance of photos in our previous survey, it’s encouraging to now see more emphasis being placed on implementing video elements with vehicle merchandising,” said Norman in a statement.
