How are Malaysian car buyers shifting their research habits?

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Malaysian Car Buyers Prioritise Online Research Over Dealership Visits

A significant shift in car buying behaviour is evident among Malaysians, with a substantial majority now favouring online research over traditional dealership visits. A Google study revealed that 86 per cent of local car buyers conduct their research online before heading to a dealership, indicating a strong preference for digital information gathering. This trend is further amplified by the fact that 74 per cent of these buyers are influenced by online advertisements, underscoring the growing importance of digital marketing in the automotive sector.
Increased Reliance on Online Information Gathering

The automotive industry in Malaysia is witnessing a dramatic reduction in the number of physical dealerships visited by consumers prior to making a car purchase. This move towards online exploration is facilitated by the widespread internet penetration in Malaysia, with over 75 per cent of the population being online and individuals owning an average of 3.1 tech gadgets. This digital savviness allows consumers to access a wealth of information, thereby diminishing the need for multiple physical touchpoints.
Influence of Online Advertising on Purchase Decisions

Online advertisements play a crucial role in shaping the decisions of Malaysian car buyers. The Google study, conducted between June and September of the previous year, found that a significant 74 per cent of car shoppers are swayed by the advertisements they encounter online. This highlights the effectiveness of digital platforms in reaching and influencing potential customers during their research phase.
Pre-Conceived Brand Preferences Among Online Shoppers

A notable observation from the research is that a considerable portion of Malaysian car shoppers already have a specific brand in mind when they begin their online search. Three out of every five Malaysian car buyers exhibit this pre-determined brand preference, suggesting that brand awareness and loyalty are significantly influenced by online presence and marketing efforts even before the buyer engages with a dealership.
Mobile Search Trends Driving Dealership Visits

Mobile technology is increasingly directing Malaysian car buyers to physical locations. Based on mobile phone search data, consumers tend to visit dealerships that are geographically proximate to their current location. This behaviour has led to a threefold increase in mobile phone searches for car dealerships between 2015 and 2016, indicating that while the initial research is online, the final stages of the purchase journey are being influenced by real-time mobile search capabilities.

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How are Malaysian car buyers shifting their research habits?

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