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Online Gamers Spread WOM About Auto Purchases
Online gamers are active information seekers and influencers, according to a recent study from Ziff Davis and ConStat. The study found that on average, one third of all gamers have doled out vehicle purchase advice in the past six months, and 63% of gamers' car talk focused on which make or model to purchase.
Ziff Davis reported that gamers' conversations involved a wide range of touch points in the car-buying timeline, from where to search for a car to features and dealership recommendations. Thirty-four percent of gamers gave advice about which dealership to purchase a car from and 64% indicated that they prefer to buy car models that they or someone they know have owned and liked.
Add to that an early August study from Parks Associates, which reported that 34% of U.S. internet users play video games at least once per week while fewer (29%) U.S. internet users watch online videos and (19%) visit social networking sites weekly. With online gaming topping the usage charts and boasting chatty, influential users, it's a medium ripe with word of mouth potential.