Internet Retailer: Online auto research zooms to the fast lane

Half of all car buyers say the internet affected their purchase in 2003, up ten percent from 2002. Car buyers look first to independent auto sites, such as Consumer Reports or advertising-supported auto publications, according to J.D. Power and Associates. That said, an increasing proportion - now up to 40 percent - look first to manufacturer sites.

A similar proportion, 39 percent rated the automaker sites as useful, up from 2002's 36 percent. Readers rated costs and invoice information the most important site feature, along with vehicle options and reliability ratings. Readers also increasingly seek trade-in values as a potentially important piece of information.

More than one in five buyers reported that the internet affected their choice of dealer, up from one in six in 2002.