Forums come in second and manufacturers’
websites come in third in enthusiasts’ quest for knowledge, while catalogues and car shows rounded out the top five.
It is interesting that 3 of the top 5 information sources cited by enthusiasts are traditional rather than high tech.
Granted the magazines and catalogs may be digital, but the point is they are old school approaches to supplying information
to industry consumers.
It is also apparent
that automotive enthusiasts are interested in what the manufacturers have to say. Notice that 66% of enthusiasts
look to manufacturers’ websites and 33% turn to catalogs. In both cases the information comes from
the folks who produce the products that are used to modify vehicles.
The percentages in the following table will not add up to 100%, because we asked enthusiasts to tell
us all the sources they use. So 90% of those who responded in our study use automotive magazines as a source
of information about vehicles, custom parts and accessories.
When you need information or opinions about vehicles, custom parts and accessories,
WHERE DO YOU GO FOR INFORMATION? (Mark all that apply)
Internet - Manufacturer's
Car / Truck Shows
Internet - Retail
Car club & club
Custom Shops / Installers
Internet - Auction
Websites (i.e. eBay...)
Chain Auto Parts
Internet - Blogs,
Facebook, Twitter, etc.
Interestingly, only 14% of
enthusiasts use some of the better known social media forms in their search for automotive information.