Mass media nearly irrelevant for US first car buyers

Link: R. L. Polk & Co..

Traditional mass media has been rendered nearly obsolete among first-time vehicle buyers, according to a study released today by the Polk Center for Automotive Studies. Out of considered mass media outlets, thirty-five percent of first-time vehicle buyers consider the Internet to be their most important informational tool, compared to 8.2 percent for television, 4.4 percent for magazines, 3.6 percent for newspapers and 1.1 percent for radio.