Comprehensive data compiled from extensive research on automotive buyer behavior, digital engagement patterns, and journey optimization opportunities
Key Takeaways
- Digital engagement saves 49 minutes at dealerships – “Mostly Digital” buyers who complete over 50% of steps online spend only 2 hours and 15 minutes at the dealership versus 3 hours and 4 minutes for “Light Digital” buyers
- 45% of buyers spend 1-3 months actively shopping – Nearly half of car buyers remain in active shopping mode for 1-3 months before purchase, with 28% spending 4-6 months and 19% spending 7-12 months in consideration
- EV buyers complete journeys in under 11 hours – Electric vehicle purchasers spend less than 11 hours total in the buying process with 76% satisfaction rates, the fastest and most satisfying among all buyer types
- AI adoption drives 84% satisfaction rates – 84% of Mostly Digital AI users report high satisfaction versus 71% of non-AI users, representing a 13-percentage-point advantage
- Average journey time is 13 hours and 59 minutes in 2025 – The total car buying journey decreased to 13:59 in 2025 from 14:19 in 2024, showing improved efficiency as digital tools mature
Total Journey Duration: How Long Does Car Buying Really Take?
1. The average car buyer spends 14 hours and 19 minutes total in the vehicle buying journey in 2024. This comprehensive timeline includes all research, consultation, dealership visits, and final purchase activities, revealing the extensive consideration process modern buyers undertake before committing to a purchase.
2. Total journey time decreased to 13 hours and 59 minutes in 2025, down from 14 hours and 19 minutes in 2024. This 20-minute reduction represents meaningful time savings for both buyers and dealerships, indicating better alignment between consumer needs and available information.
3. New car buyers spend 13 hours and 35 minutes total from start to finish in 2024. The slightly shorter timeline than used car purchases likely reflects more standardized pricing and availability for new vehicles.
4. Used car buyers spend 14 hours and 37 minutes total in the buying journey in 2024. This nearly hour-long difference compared to new car buyers reflects additional complexity in evaluating vehicle history, condition, and pricing variability.
5. Used car buyers spent 14 hours and 38 minutes in 2025, showing minimal change from 2024. While new car buyers saw significant journey time reductions, used car buyers maintained consistent timelines, indicating persistent challenges in used vehicle evaluation.
Digital Research vs. In-Person Engagement Impact
6. Car buyers spend 6 hours and 31 minutes researching and shopping online for new vehicles in 2024. This substantial online research investment represents nearly half of the total new car buyer journey, highlighting why digital presence and inventory accuracy are critical for dealership success.
7. Used car buyers spend 7 hours and 29 minutes researching and shopping online in 2024. The extended online research time for used vehicles reflects additional complexity buyers face in evaluating condition, history, and fair pricing.
8. Online research time decreased to 5 hours and 39 minutes for new buyers in 2025. The significant reduction in digital research time indicates improving efficiency in online information discovery and evaluation through better digital tools and more comprehensive inventory data.
9. Over 70% of automotive shoppers use smartphones or tablets as their primary research device. Mobile-first research behavior has become the standard, requiring dealerships to optimize all digital touchpoints for mobile consumption.
10. 92% of consumers use digital channels to research vehicles before purchase. The near-universal adoption of digital research has fundamentally transformed automotive retail, making digital presence non-negotiable for dealership survival.
11. “Mostly Digital” buyers spend only 2 hours and 15 minutes at the dealership. Buyers who complete over 50% of steps online save 49 minutes compared to “Light Digital” buyers, demonstrating how comprehensive digital engagement dramatically reduces in-person time requirements.
12. “Light Digital” buyers spend 3 hours and 4 minutes at the dealership. Those who complete 20% or less online face extended in-person time, creating operational challenges for dealerships and frustration for consumers.
Dealership Visits and In-Person Engagement
13. Car buyers spend 2 hours and 55 minutes visiting other dealerships/sellers before final purchase (new vehicles). The extensive comparison shopping behavior indicates buyers actively evaluate multiple options before committing.
14. Used car shoppers spend 2 hours and 51 minutes visiting other dealerships/sellers in 2024. The similar timeline for used vehicle comparison shopping reflects consistent buyer behavior across vehicle types.
15. Buyers spend approximately 3 hours at the dealership where they ultimately purchase. This substantial time commitment for final purchase completion includes test drives, negotiations, financing, and paperwork.
16. New car buyers spend 2 hours and 55 minutes at the dealership of purchase in 2024. This timeline requires efficient processes and well-trained staff to maintain customer satisfaction throughout the experience.
17. Buyers typically visit 2 dealerships during their shopping journey. Most buyers narrow their consideration to two primary options before making final decisions, increasing the importance of winning the digital research phase.
18. 80% of buyers in October 2025 visited only one or two dealers (up from 70% in September). The improving efficiency in dealership visits indicates better alignment between buyer expectations and available inventory.
Electric Vehicle Buyer Journey Efficiency
19. Electric vehicle buyers spend less than 11 hours in the total buying process. EV buyers complete their journeys significantly faster than traditional vehicle buyers, likely due to more focused consideration sets and fewer inventory complications.
20. EV buyers spend the least amount of time at dealerships compared to hybrid and ICE buyers. The reduced time requirement enables dealerships to serve more EV customers with the same staffing levels.
21. EV buyers demonstrate the highest digital engagement among all buyer types. EV buyers complete more steps online than other vehicle buyers, contributing to their faster journey completion times.
Pre-Shopping Timeline and Active Consideration
22. 45% of car buyers spend 1-3 months actively shopping before completing purchase. This extended active shopping period requires dealerships to maintain consistent marketing presence and engagement throughout the entire timeline.
23. 28% of buyers spend 4-6 months actively shopping for a vehicle. The extended consideration period for more than one-quarter of buyers creates opportunities for targeted retargeting and nurturing campaigns.
24. 19% of car buyers spend 7-12 months in active shopping mode. These year-long consideration timelines require sophisticated nurturing strategies and consistent messaging to maintain top-of-mind awareness.
25. Only 4% of buyers spend less than one month shopping for their vehicle. The minimal percentage of impulse buyers confirms that automotive purchases remain highly considered decisions requiring extensive research.
Journey Completion Preferences and Digital Adoption
26. Only 5% of car buyers complete their entire purchase process online in 2024. Despite extensive digital research, the vast majority of buyers still require in-person elements for final purchase completion.
27. 7% of buyers in 2025 purchased entirely online (100% digital completion). The slight increase indicates gradual adoption of complete digital purchasing, though it remains a small minority.
28. 50% of buyers complete all steps in-person at dealerships despite digital preferences. Half of all buyers still prefer traditional in-person purchasing, requiring flexible, adaptable sales processes.
29. 63% of consumers prefer an omnichannel approach combining online and in-person activities. The strong preference for hybrid purchasing validates investment in integrated digital and physical experiences.
30. 80% of buyers prefer completing more steps from home in 2024 (up from 69%). Accelerating preference for home-based purchasing activities indicates growing comfort with digital tools and processes.
AI Impact on Journey Efficiency and Satisfaction
31. 84% of Mostly Digital AI users report high satisfaction with overall shopping experience. Exceptional satisfaction rates among AI-enabled digital shoppers validate technology investment in AI-powered tools.
32. 81% of Mostly Digital AI users are satisfied with how long the process took vs. 65% of non-AI users. The 16-percentage-point satisfaction advantage confirms that artificial intelligence significantly improves journey efficiency and customer experience.
33. 19% of total buyers and 25% of new vehicle buyers used AI tools during their shopping process in 2025. Growing adoption of AI-powered shopping tools indicates accelerating technology acceptance among automotive consumers.
Journey Pain Points and Satisfaction Challenges
34. 78% of “Mostly Digital” buyers are satisfied with the length of the dealership process in 2025. High satisfaction rates among digitally-engaged buyers validate investment in comprehensive digital tools, compared to only 61% satisfaction among “Light Digital” buyers.
Frequently Asked Questions
Q: What’s the average total time car buyers spend in the purchasing journey?
A: The average car buyer spends 13 hours and 59 minutes total in the vehicle buying journey in 2025, down from 14 hours and 19 minutes in 2024. New car buyers spend significantly less time (12 hours and 13 minutes in 2025) compared to used car buyers (14 hours and 38 minutes), with EV buyers completing their journeys fastest at less than 11 hours. This improvement reflects better digital tools, improved inventory availability, and more efficient research capabilities.
Q: How does digital engagement impact dealership time requirements?
A: Digital engagement dramatically reduces in-person time requirements, with “Mostly Digital” buyers who complete over 50% of steps online spending only 2 hours and 15 minutes at the dealership compared to 3 hours and 4 minutes for “Light Digital” buyers. This 49-minute savings translates directly to improved customer satisfaction and dealership operational capacity. Buyers who complete more steps online consistently save an average of 42 minutes at the dealership.
Q: How long do buyers typically spend in active shopping before purchase?
A: Most buyers spend more than 1 month actively shopping, with 45% spending 1-3 months, 28% spending 4-6 months, and 19% spending 7-12 months in active consideration. Only 4% of buyers spend less than one month shopping, confirming that automotive purchases remain highly considered decisions. This extended timeline requires dealerships to maintain consistent marketing presence and engagement throughout the entire customer journey.
Q: What role does AI play in improving the car buying experience?
A: AI adoption significantly improves both efficiency and satisfaction, with 84% of Mostly Digital AI users reporting high satisfaction with their shopping experience compared to 71% of non-AI users. Additionally, 81% of AI users are satisfied with journey duration versus 65% of non-AI users, demonstrating a 16-percentage-point advantage. In 2025, 19% of total buyers and 25% of new vehicle buyers used AI tools during shopping, indicating growing technology acceptance.
Q: How can dealerships reduce customer journey friction and improve satisfaction?
A: Dealerships can reduce journey friction by implementing comprehensive inventory marketing that maintains real-time accuracy across all digital channels and utilizing Link1Data platform to activate first-party customer data for personalized retargeting. Ensuring seamless omnichannel experiences that bridge digital research with in-person engagement addresses primary pain points, as 63% of consumers prefer combining online and in-person activities. Investment in digital tools particularly benefits satisfaction, as 78% of “Mostly Digital” buyers report satisfaction compared to only 61% of “Light Digital” buyers.
