Digital media is playing an increasingly important role in determining purchase decisions of car buyers as per a study by Google Kantar TNS . The study also revealed that as consumer behaviour has been evolving, the number of visits to brick-and-mortar dealerships have dropped. The study tracked consumers’ car research and purchase journey and found that video, search and brand/dealer websites are the key digital touch points that play a crucial role in influencing a car-buyer’s decision. Key Findings: 90% Proportion of car buyers researching online for their purchase in 2018, up from 74% in 2016 67% of new car buyers research all the information within 2 months, from start to final purchase 20% of buyers decide within 2 weeks 80% usage of online video in the buying decision in 2018, up from 43% in 2016 7% instances of buyers switching brands in 2018, down from 11% in 2016 60% buyers searched for dealerships online 37% users look for promotional offers 41% users looked for main...