Franchised dealerships are the first choice for 93% of new car buyers.
The NFDA Consumer Attitude Survey revealed that 75% of car purchases, for cars under seven years old, are made at franchised dealers, 14% are made at independent garages, 5% at used car supermarkets and 5% from private sellers.
It also found that 50% of consumers visit a car dealership website before purchasing a vehicle.
However, 32% of respondents bought a car from a physical franchised dealership without using any dealer, manufacturer or other car sales website before buying the car.
Buyers of prestige brands are significantly more likely to visit manufacturer websites, 46%, and research in papers/magazines, 13%, than those buying volume brands, 32% and 8%, respectively.
Sue Robinson, director of the NFDA, said: “The survey has revealed a growing trend towards online retailing and the importance of the customer experience online going forward.
“As a result, a strong digital strategy is vital in today’s market, but consumers continue to see physical dealerships as an essential element of their buying journey.
“With the range of new vehicles coming to the market and their modern, innovative features, consumers are more likely to want to see a car before they buy it.
“Additionally, consumers place significant value on their interaction with retailers, where they look for advice and reassurance.
“It is encouraging to see that retailers continue to play a key role in informing consumers and helping them find the vehicle that best suits their needs.”
This is the seventh edition of the survey, which polled 2,000 consumers across the UK in a 15-minute online survey.