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One in three users of auto website chat bought a vehicle after having an online conversation with a dealer, according to a recent Polk analysis commissioned by Contact At Once.
Contact At Once is the market-leading provider of automotive website chat. Polk is the premier provider of automotive market intelligence.
Polk analyzed 10,000 Contact At Once chat transcripts in which consumers volunteered personally identifiable information. The chats included conversations originating from dealer, OEM and third-party advertising sites.
Results were derived by matching people who chatted to households with vehicle sales and registration data over a 60-day period.
The analysis also found that consumers who started chats on third-party sites such as Cars.com and Edmunds.com were just as likely to purchase as those who initiated chats from dealership websites.