Drive On: Survey finds car shoppers crave online info

Car buyers are doing as much digital driving on auto-buying research websites as they are when it comes to shuttling between dealerships, a new study finds.

In a survey of 1,000 U.S. consumers, 89% say they visit at least six websites, and a third say they browse more than 20 websites to load up on auto information, says consulting group Accenture.

It looks as if they're trying to get past automaker and auto dealer fluff. Nearly three of four say they turn to "traditional off-line media" for information when they find that current digital marketing approaches among automakers and dealers don't fulfill their research needs.

And there's some frustration out there. Nearly 80% feel that the auto sector lags other retail sectors in the use of digital media tools, such as video and 360-degree website tours.

Accenture says the survey also finds that by overwhelming margins, buyers want to be able to compare additional options within the same automaker's product line, and want easier and clearer pricing.

Interesting, too: 94% would consider having the option of making the entire vehicle purchase online, including financing, price negotiation, back-office paperwork and delivery to their homes.