In an announcement published today, R.L. Polk confirmed that 1 in 3 car shoppers who initiated live chats with dealerships, in fact, purchased a vehicle within a 60-day period. This analysis by Polk is the first of its kind and places a difinitive marker on what dealerships have individually claimed for some time.
Polk reviewed some 10,000 chats originating from dealer websites, online advertising sites and OEM websites, matching people who chatted to households with vehicle sales within a 60 day time frame.
The confirmation is significant as currently, 22% of dealerships (according to dealerchatmarketshare.com) include live chat on their websites and growing number of dealers look to make a decision on whether to adopt live chat in 2013.
Additional information on the Polk findings is available here.