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Jared Hamilton
From: Jared Hamilton
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New Polk Data: Do Online Shoppers Who Chat Buy Cars?

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.

Justin Duff
Great article Aaron, thanks for sharing!
Aaron Hassen
Thanks, Justin.
Dennis Galbraith
Although this is no surprise to those exposed to chat results in recent years, this is import data for those dealers, the majority, who still do not have chat on their sites. A significant number of shoppers want to chat, shoppers who actually buy vehicles from stores willing to answer their questions. Thanks so much Aaron.
Aaron Hassen
Dennis, you've been a leading voice on this topic the last many years. Thanks for your comments and foresight.
Dave Page
Great article and also backed by a strong company (Polk) case study. Its amazing with so many solutions available for chat for car dealers that the numbers of those not using is so high. To add to those numbers from an insiders perspective, I can confidently tell you the dealers using our Managed 24/7 Chat solution generate 4 times as many leads (not conversations>>>> LEADS) than dealers who rely on forms submissions from their websites. Chat has to be one of the biggest no brainers for any car dealer. Think of how many car dealers have aggressive PPC campaigns that send customers to a website to browse but yet never get greeted.

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