In-person shoppers more likely to feel excitement

When asked why they chose to complete some of the process in-person versus online, car buyers were nearly twice as likely to say they felt a greater sense of control shopping in person. Though many “start digital,” those who shop mostly in-person are more likely to report positive emotions than online shoppers.

How much did/do you feel each of the following emotions during your car buying experience? Respondents were asked to respond on a scale from 1 to 5, with 1 being not at all and 5 being completely.

	Excited	Confident	Delighted	Overwhelmed	Stressed	Intimidated	Frustrated	Confused
Mostly Online	56%	53%	44%	42%	31%	24%	22%	19%
Mostly In-Person	67%	57%	52%	22%	18%	14%	12%	10%

Among All Car Buyers; Scaled question – NET: ‘Very’ or ‘Completely’