LAS VEGAS -

The second day of the National Independent Automobile Dealers Association Convention got into gear Wednesday with a presentation from AutoTrader.com president and chief executive officer Chip Perry and Keith Whann, who is the outside general counsel for NIADA.

These industry leaders not only examined the state of the industry, but stressed how pivotal it is for independent dealers to have a firm grasp on technology and the Web.

They shared findings from several studies that illustrated consumers’ online behavior during the car-shopping process.

Part of the presentation was also to deflate so-called “myths” surrounding search engines and social-networking sites as they pertain  to vehicle shopping.

The presentation shared data suggesting that “search engines are the new Yellow Pages,” implying that consumers mainly use these to gather details like dealer addresses, websites and phone numbers — which consumers often already have or are aware of, officials argued.

Perry and Whann also spent time on social media, suggesting that it is not as influential in car shopping as some may believe.

Continuing along, dealers also were shown the basics to help determine which technologies best suit them. Additionally, attendees also learned how to figure out the best paths to implement such technologies.

The pair also shared five case studies on independent dealers of varying sizes and scopes. The studies looked at how they have implemented technologies to boost their businesses.

“Now is the time to have this conversation and for independent dealers to look for ways they can move their businesses forward,” Perry shared. “The amount of available technology for dealers is unprecedented, and by embracing technology and selecting the right solutions for their businesses, dealers can make significant strides in attracting more buyers and in managing their dealerships more efficiently.”