A widely-cited Google study of over 1,000 car dealerships found that video users experienced a remarkable 30% increase in online sales, according to multiple industry sources. This statistic has become a cornerstone finding for automotive marketing professionals, highlighting video content’s transformative impact on digital sales performance.
The Study’s Key Findings
The same research discovered that videos influence 75% of auto shoppers, demonstrating video’s broad reach across the automotive customer journey. This finding aligns with Google/Ipsos study data showing more than 75 percent of auto shoppers say online video has influenced their shopping habits and purchases, representing a 6% increase from previous research.
The 30% online sales increase represents a significant performance improvement that extends beyond simple engagement metrics. More than 60 percent of car shoppers who used video during the research process reported visiting a dealership or dealer website after watching a video of a vehicle they were considering, showing video’s ability to drive concrete action.
Broader Context from Google’s Automotive Research
Google’s automotive research extends far beyond this single study. 80% of new car buyers took action after watching a video – either an online search for more info, visiting a dealer’s website, building a vehicle online, or scheduling a test drive. This demonstrates video content’s role throughout the entire purchase funnel, not just final conversion.
Google research shows that YouTube has the greatest impact at the start of the purchase journey, with people using YouTube in which-car-is-best moments showing a higher correlation with dealership visits. This finding emphasizes video’s importance in early-stage customer education and consideration.
Real-World Application and Results
The study’s implications have been tested in practical applications. Manufacturer Fiat Chrysler created an online digital video campaign for its annual Jeep Celebration sales event, and the six-week video campaign drew more than 50,000 visitors to 300 Jeep dealers – an average 166 visitors per store.
Individual dealerships have also reported significant improvements. One dealer reported that after switching from broadcast media to a digital video strategy, his internet leads increased by 26 percent and in-store traffic increased 22 percent.
The Verification Challenge
While this 30% sales increase statistic is widely referenced across automotive marketing content, the original Google research report appears difficult to locate through public sources. This highlights an important consideration for industry professionals: the need to verify original research sources when making strategic decisions based on statistical claims.
Google’s Think with Google platform contains extensive automotive research, but the specific methodology and detailed findings of the “1,000 dealerships” study are not readily accessible in the search results. This doesn’t invalidate the finding, but suggests the importance of seeking primary sources when possible.
Strategic Implications
Despite source verification challenges, the consistency of video marketing effectiveness across multiple automotive studies suggests several strategic implications:
Enhanced Customer Engagement: Video content consistently outperforms static content across engagement metrics, with dealerships reporting significantly higher click-through rates and customer response rates.
Accelerated Purchase Decisions: The research indicates video content helps move customers through the purchase funnel more quickly, reducing the traditional lengthy automotive buying cycle.
Digital-First Strategy Requirements: As 83% of car buyers spent up to three months doing research, but were ready to buy when they arrived at a dealership, winning customers online before they visit becomes crucial.
The 30% online sales increase reported in Google’s study, whether taken at face value or as part of broader video marketing effectiveness trends, represents a compelling business case for automotive dealerships to prioritize video content in their digital marketing strategies.