New research from Meta and the Federation of Automobile Dealers Associations (FADA) reveals that 72% of new automotive buyers in India discover car brands and models through Meta’s platforms, signaling a shift in how consumers research vehicles before purchasing.
The study, based on surveys of automotive buyers aged 18-64 in India, shows that digital platforms are becoming central to the vehicle purchase process, with 84% of buyers using digital channels for evaluation compared to 29% using print media.
Mobile Experience Outperforms Traditional Showrooms
According to the research, mobile device experiences are twice as likely to inspire automotive purchases compared to physical dealership visits. This shift extends beyond initial discovery, with 81% of automotive consumers visiting dealership social media profiles during their purchase journey.
The data indicates that consumers engage with multiple types of digital content during their research phase. Among new automotive buyers:
56% find value in advertisements
54% engage with content from friends and family
51% consume content from celebrities and influencers
48% interact with content from brands and publishers they follow
Video and Social Platform Engagement
The study identifies specific patterns in social media consumption, with 41% of automotive buyers watching Instagram Reels about vehicles and dealerships. Among those using social platforms for automotive research, 72% report that influencer content helps them evaluate which vehicle to buy.
Messaging Platforms Transform Customer Communication
WhatsApp has emerged as a crucial communication channel, with 48% of new automotive buyers using it to engage with dealerships. The research shows that 47% of surveyed buyers prefer to receive vehicle service reminders through messaging platforms.
“WhatsApp ads helped us get more test drives for our newly launched cars, helping us improve car bookings and sales,” stated Bharat Chordia, Director, KHIVRAJ Motors P Ltd.
The findings point to broader changes in automotive retail as dealers adapt to new customer preferences. Meta’s partnership with FADA, launched in 2023, aims to support this transition by helping dealerships enhance their digital presence and improve customer engagement through Meta’s platforms.
Key Data Points:
69% of surveyed buyers say Meta platforms influenced their purchase decision
Mobile experiences are twice as effective for inspiration compared to dealership visits
82% of automotive buyers consider two or more brands during their purchase journey
Digital platforms show an 84% adoption rate for vehicle evaluation
48% of buyers use WhatsApp for dealership communication
“The automotive industry stands on the cusp of a seismic shift, where digital transformation isn’t just an option– it’s the unstoppable force propelling the future of mobility,” said Saharsh Damani, CEO of the Federation of Automobile Dealers Associations.
“Over the last two years, we’ve upskilled nearly 10,000 dealers along with FADA to digitize their outreach and experiences through our unique hyperlocal solutions and key products,” stated Saugato Bhowmik, Director, Auto, CPG, & D2C for Meta in India. “We’re thrilled to deepen our partnership with FADA and take on the ambitious target of upskilling 5,000 more dealers in the next 2 years.”
Cecilia Carloni, Interview Manager at Influence Weekly and writer for NetInfluencer. Coming from beautiful Argentina, Ceci has spent years chatting with big names in the influencer world, making friends and learning insider info along the way. When she’s not deep in interviews or writing, she's enjoying life with her two daughters. Ceci’s stories give a peek behind the curtain of influencer life, sharing the real and interesting tales from her many conversations with movers and shakers in the space.
New research from Meta and the Federation of Automobile Dealers Associations (FADA) reveals that 72% of new automotive buyers in India discover car brands and models through Meta’s platforms, signaling a shift in how consumers research vehicles before purchasing.
The study, based on surveys of automotive buyers aged 18-64 in India, shows that digital platforms are becoming central to the vehicle purchase process, with 84% of buyers using digital channels for evaluation compared to 29% using print media.
Mobile Experience Outperforms Traditional Showrooms
According to the research, mobile device experiences are twice as likely to inspire automotive purchases compared to physical dealership visits. This shift extends beyond initial discovery, with 81% of automotive consumers visiting dealership social media profiles during their purchase journey.
The data indicates that consumers engage with multiple types of digital content during their research phase. Among new automotive buyers:
Video and Social Platform Engagement
The study identifies specific patterns in social media consumption, with 41% of automotive buyers watching Instagram Reels about vehicles and dealerships. Among those using social platforms for automotive research, 72% report that influencer content helps them evaluate which vehicle to buy.
Messaging Platforms Transform Customer Communication
WhatsApp has emerged as a crucial communication channel, with 48% of new automotive buyers using it to engage with dealerships. The research shows that 47% of surveyed buyers prefer to receive vehicle service reminders through messaging platforms.
“WhatsApp ads helped us get more test drives for our newly launched cars, helping us improve car bookings and sales,” stated Bharat Chordia, Director, KHIVRAJ Motors P Ltd.
The findings point to broader changes in automotive retail as dealers adapt to new customer preferences. Meta’s partnership with FADA, launched in 2023, aims to support this transition by helping dealerships enhance their digital presence and improve customer engagement through Meta’s platforms.
Key Data Points:
“The automotive industry stands on the cusp of a seismic shift, where digital transformation isn’t just an option– it’s the unstoppable force propelling the future of mobility,” said Saharsh Damani, CEO of the Federation of Automobile Dealers Associations.
“Over the last two years, we’ve upskilled nearly 10,000 dealers along with FADA to digitize their outreach and experiences through our unique hyperlocal solutions and key products,” stated Saugato Bhowmik, Director, Auto, CPG, & D2C for Meta in India. “We’re thrilled to deepen our partnership with FADA and take on the ambitious target of upskilling 5,000 more dealers in the next 2 years.”
Find the full study here.