Car and truck enthusiasts rely on internet research

Upholstery Journal | June 2010

According to information gathered by the Enthusiast Opinion Leader Research Program at the 2009 Specialty Equipment Manufacturer’s Association (SEMA) Show, 75 percent of car and truck enthusiasts in eight different categories use the internet to research buying decisions.

That number jumps to 80 percent when social media sites, such as Facebook and Twitter, are factored in. On average, 72 percent of the participants reported buying from internet retailers, with 54 percent in all segments saying they have purchased from an independent retailer.

Other information sources aren’t being ignored though. Magazines, catalogs and car shows still play a roll in enthusiasts’ research. Depending on the market segment, between 52 and 78 percent still rely on magazines to inform their buying decisions. Street-rod enthusiasts, for example, prefer print nearly as much as internet research, with 78 percent consulting print sources before buying.

The program invited 527 enthusiasts to the SEMA Show and asked them about using social media and their personal highlights of the show. Participants were mostly male (96 percent), half were between the ages of 25 and 44 years old and 67 percent had household incomes between $50,000 to $75,000.

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