B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
14 hours
14 hours -- online research time before dealership visit for car buyers (2025)
The average car buyer spends 14 hours researching online before visiting a physical dealership.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
14 hours
Unit
Duration Hours
Data Vintage
2025
Entity
Geography
Global
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Google/Kantar
Primary
Tier B
https://mydigipal.com/en/blog/cross-channel-attribution-automotive-showroom-visits-digital ↗
Source Article
Auto Attribution: From Digital to Showroom | MyDigipal
Cross-channel attribution in automotive: Measuring showroom visits from digital campaigns
The automotive industry faces a measurement challenge unlike any other sector. Over 90% of vehicle purchases still happen in a physical dealership (Cox Automotive, 2025), yet the buyer journey increasingly star…
Original Research
Google/Kantar
· Original study ↗
Methodology
Cited from Google/Kantar 2025 research on automotive buyer journey.
Methodology documented
Segmentation
IndustryAutomotive
RegionGlobal
RoleAll marketers
Channelmulti-channel
Cite this stat
Plain Text
car buyers: 14 hours online research time before dealership visit. Source: Google/Kantar (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/car-buyer-online-research-hours-2025
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<blockquote cite="https://lighthousedata.io/data/car-buyer-online-research-hours-2025" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>14 hours</strong> -- online research time before dealership visit for car buyers<br><small>Source: Google/Kantar (2025) · <a href="https://lighthousedata.io/data/car-buyer-online-research-hours-2025" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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