According to a recent Cazoo-commissioned study, dealership visits are the primary source of confidence for car purchasers, with 50% finding them most reassuring. This trend has risen to 72% of respondents feeling comfortable viewing, test-driving, and buying at a dealership, compared to 70% in prior years. Conversely, the share of people comfortable viewing and test driving at a dealership before completing their purchase online stayed flat at 20%, while those preferring to view and buy online dropped to 7%, down from 10.5% in 2025 and 11% in 2022.
Car search websites ranked second, with 44% citing them as a confidence source. Dealership websites and apps followed at 37.5%, ahead of car buying websites and apps at 30%, and advice from family and friends at 28%. Notably, AI platforms were cited by 13% of respondents as a source of confidence, on par with YouTube and behind social media at 18%.
The survey, conducted by Insight Advantage from September 14 to 17, 2026, polled 2,025 adults who were sole or joint decision-makers in car purchases. It highlights the enduring importance of physical dealerships in the car-buying process, while also emphasizing the need for dealers to adapt to evolving buyer preferences.
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While the preference for dealership visits remains strong, the data also shows a shift in how buyers engage with technology. AI platforms were cited by 13% of respondents as a source of confidence, with usage highest among buyers aged 25 to 34 at 21%. This trend shows the growing role of digital tools in informing purchasing decisions, even as buyers retain a preference for in-person transactions.
Lucy Tugby, chief marketing officer at Cazoo, emphasized the importance of dealers adapting to these changes. She noted that detailed, descriptive content and video can make dealership listings more attractive for AI-powered searches, ensuring that dealers remain competitive in a rapidly evolving market. Tugby also highlighted that younger buyers, particularly those aged 25 to 34, are leading the adoption of AI platforms, making it key for dealers to optimize their online presence.