Back in 2001, just 2 percent of consumers were prepared to purchase a vehicle online. That figure has increased tenfold and now sits at around 20 percent, according to the study, titled "Cars Online 07/08".

The Internet has taken over as the top source of information when researching auto purchases for 80 percent of respondents. Sources such as blogs, consumer-to-consumer websites, search engines and forums all play a part. Of those surveyed 29 percent consulted consumer-to-consumer websites and 78 percent relied on search engines.

Another major change in the way in which consumers seek out vehicle information is that they are now favoring manufacturer’s websites over traditional information sources. Manufacturers need to take note and ensure that their websites not only include product information but also provide visitors with information about the availability of stock in their locality.

“Manufacturers must take a close look at these powerful new online tools,” said Nick Gill, Global Leader, Automotive Sector, Capgemini, in a recent release. “Significant product and market intelligence can be gleaned from these channels and they should be given an increasing ratio of the marketing mix by automotive companies.”