The internet has become the number one information source used by consumers when researching vehicles, surpassing family and friends and manufacturer-specific dealers, according to the seventh annual Cars Online study from Capgemini. More than 60% of consumer respondents said they use the web, up from less than 20% three years ago. Moreover, the majority of consumers do research online before visiting the dealership. “The time has come for manufacturers and dealers to view the Internet as an established, mature medium and integrate the channel even further into their marketing strategy and adjust their spend accordingly,” the report said. Nearly two-thirds of respondents said that having the web features they consider important–product and price information, vehicle configurators and cost calculators–would make them more likely to buy from that manufacturer.

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