Automotive shopping research firm  TrueCar Inc. just published what is to be an annual report about online auto shoppers.  Conducted in October 2010 with 1000 US participants of both genders, Online Automotive Buyer Behavioral Report 2011 discovered the following:

• 85% of new car shoppers and 86% of used car shoppers believe that knowing what someone else paid for the same vehicle within the last 30 days is important.
• For 78% of respondents visiting a dealership to buy a vehicle, price is the most important factor.
• For 25% a great service department is their top dealership priority.
• 82% anticipate not getting a fair deal on a trade-in at their dealership.
• 55% of participants believe that dealers make a 10% profit on the sale of a $40,000 vehicle; they also think this is more than twice  a fair profit.

There’s much more in this first report, but do keep in mind as you peruse the details that TrueCar.com, provider of reports on what consumers pay for vehicles, definitely has skin in this game.