WESTLAKE VILLAGE, Calif. -

The J.D. Power and Associates 2010 Used Vehicle Market Report confirmed what many dealers already realize — more consumers are turning to the Internet during their vehicle-shopping process and the appeal of certified pre-owned units is on the rise.

This year, J.D. Power found the percentage of used-vehicle buyers who used the Web during the process increased to 68 percent, a 5-percent jump from 2009. The firm said this penetration had been stable for the past four years.

This report also revealed the use of classified ads on the Internet as a method for finding the used vehicle ultimately purchased continues to outpace buyers simply driving to dealer lots. Analysts determined 36 percent of used-vehicle buyers in 2010 indicated they used Internet classified ads. Meanwhile, only about 26 percent said they found the vehicle they bought by driving to dealer lots.

J.D. Power indicated two Internet usage trends have emerged among used-vehicle buyers:

—Use of online classified ads as a method to shop for used vehicles has steadily increased, from 29 percent in 2003 to 41 percent in 2006 and 51 percent in 2010.

—After Internet usage, driving by dealer lots is the second most popular method for finding the vehicle ultimately purchased. However, analysts pointed out the gap in popularity between the two methods has widened substantially from 2009.

The report showed many used-vehicle buyers cite affordability — particularly of higher-end models — and the ability to obtain additional features and options as primary reasons to purchase used rather than new vehicles. 

J.D. Power added these benefits are even more evident with CPO vehicles.

“In light of the struggling economy, more than one-half of used-vehicle buyers believed they could get the quality of a new vehicle in a used one, and for less money,” explained Arianne Walker, director of automotive research at J.D. Power.

“This is especially true among buyers of certified pre-owned vehicles,” she continued. “A greater proportion of used vehicle buyers than ever before — more than two-thirds — indicate they intend to purchase a CPO vehicle at the outset of the shopping process.”

Among used-vehicle shoppers who use the Internet during the shopping process, J.D. Power indicated independent automotive websites receive greater visitation than dealer sites. In addition, analysts found two-thirds of these shoppers perceive independent sites to be the most useful type of site during the shopping process.

Among independent sites, J.D. Power contends used-vehicle shoppers rely on different types of sites for various kinds of information.

For example, analysts think shoppers are most likely to turn to sites such as AutoTrader.com, eBay Motors and CarMax.com for providing inventory information, while many shoppers perceive Kelley Blue Book to be particularly useful for price comparisons. They also believe shoppers indicate that they find Edmunds.com to be particularly useful for vehicle reviews.

However, visitation of dealership sites continues to increase. J.D. Power said 81 percent of Internet shoppers in 2010 indicated they visited a dealership site — a rate that’s up 3 percentage points from 2009.

“The growth of dealership site visitation, combined with a decline in visits to dealer lots, indicate that dependence on dealers is still strong for buyers, but the preferred method of contact during the shopping process is shifting online,” Walker noted.

J.D. Power reiterated that its 2010 Used Vehicle Market Report is based on the self-reported shopping habits of 10,705 used-vehicle buyers. The firm said the study was fielded from June to August.

“The report provides a comprehensive industry overview of the late-model used-vehicle market and is designed to provide automotive manufacturers and marketers with insightful information on the shopping and purchasing habits of used-vehicle buyers,” analysts concluded.