A new comScore study revealed that Facebook can affect the decision making of individuals when shopping for cars.
The study conducted by the Reston, Va.-based digital analytics company, made an analysis on how the popular social networking site influences the decisions of possible car buyers when choosing the brand and design.
In the 2014 Automotive News World Congress on Wednesday, Facebooks' automotive strategy head Kass Dawson acknowledged that Facebook, which has over one billion users, can help dealers and automakers like Toyota, Hyundai, and Volkswagen reach their target viewers and clients who will most likely reply to their advertisements.
Additionally, Dawson said that there is no "prime time" with digital advertising as all the time is prime time.
"It's not just that those people are there, it's the fact we are understanding what it is they're talking about [and] what their interests are [that] ultimately helps us make sure we are putting campaigns in front of the right people so that message is getting across and you're getting your message in front of people that are going to act," said Dawson, who was an employee of Mercedes-Benz for a decade, to AutoNews.
In another report submitted by the advertising statistics company Prosper Insights and Analytics, 71 percent of the total respondents -- 6,200 car shoppers and 19,774 regular consumers -- surveyed in 2013 said that digital advertising will influence their buying decisions.
Generally, 58 percent of respondents are more likely to check all kinds of products in the Internet before buying. Also, 66 percent of the whole study group is more likely to watch a digital video commercial prior to streaming video programs, AdWeek reported.
The comScore study, which was funded by the Menlo Park, Calif.-based company, studied five major automotive promotions on the social site from May to August 2013.
