DETROIT (WWJ) - A large auto-shopping survey says 70 percent of car shoppers use the Internet to do their research, spending an average of 18-19 hours online, which is about 60 percent of their total time spent shopping before buying a car.

Vehicle comparison tools and pricing information were tops in helpful tools, and most rated their online experience ahead of referrals from family or friends in determining which dealership to visit.

 TV, radio and direct mail came after referrals, with social media getting just a 3% nod for importance, despite all the urgency that has been placed on marketing via Twitter, Facebook and so many others.

More than 4,000 U.S. buyers were  surveyed for the Automotive Buyer Influence Study.
The study also highlights the continued importance of walk-in traffic to dealerships, and how consumers shop online and then most often arrive at a dealership without emailing or phoning the dealer first. 

According to the study, seven out of 10 vehicle buyers walk into a dealership without establishing any contact with the dealership first.  As a result, dealerships must maximize their online marketing - both in marketing the vehicles they have for sale, as well as their dealership experience.