U.S.: Most popular website type among car buyers

Third-party websites were the most popular among U.S. car buyers in 2020, representing over half of the first and last websites consumers visited before purchasing a vehicle. They were followed by dealership websites, which represented a third of the last websites visited by consumers that same year.

Distribution of websites visited among U.S. car buyers in 2020, by first and last visits

Characteristic	Third-party sites	Dealership sites	OEM sites	Google search	New form online retailer
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Release date

February 2021

More information

Region

United States

Survey time period

September 10 to September 22, 2020

Number of respondents

3,016 respondents

Special properties

respondents are recent vehicle buyers who visited multiple websites during their car buying process.

Supplementary notes

The survey count included 2,010 new car buyers and 1,006 used car buyers, who took ownership of a vehicle between mid-March and September 2020.
Results are weighted.
Third-party data excludes Carvana.
Dealership data includes CarMax.
Data excludes the "Social sites", "Other sides", and "Not sure" answers from the results.

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