U.S. New Autoshopper Study (NAS)
See How Today’s Car Buyers Shop Online
The U.S. New Autoshopper Study analyzes how consumers research, compare and decide on new-vehicle purchases across digital channels. It maps the full online shopping journey—from initial browsing to purchase—revealing what drives engagement, influence and conversion.
What the Study Measures
Mapping the Online Path to Purchase for New‑Vehicle Buyers
In today’s digital age, consumers research product information in a variety of different ways—and often at the click of a button. It’s critical for automotive manufacturers and third-party website companies to engage with and assist shoppers in their search for new-vehicle information.
The JD Power U.S. New Autoshopper StudySM provides a comprehensive analysis of automotive consumer shopping patterns across the internet. The study includes verified new vehicle buyers and identifies initial purchase intentions, what sites shoppers visit, what information they seek, and how long they spend in the purchase funnel online.
How It Works
How the New Autoshopper Study Works
Combines detailed surveys with behavioral data from verified new-vehicle buyers. Tracks online activity across devices, websites, media types and search behaviors. Produces segment-level insights and cross-channel influence mapping.
Core Strengths
Insights That Drive Digital Retail Performance
• Identifies the websites, features and digital channels that most influence purchase decisions
• Helps marketers deploy budgets efficiently by highlighting high-impact content and platforms
• Reveals how online experiences translate into offline conversions and sales
Business Impact
Optimize Digital Marketing and Retail Experiences
• Improves effectiveness of digital marketing strategies
• Reduces wasted spend through smarter channel and content optimization
• Strengthens OEM and dealer website performance with data-backed insights
Key Dates
2026
Fielding: June — September 2026
Publish: October 20, 2026
Press Release & Award Information
JD Power issues a national press release highlighting key findings and top-to-bottom rankings from the study. The brand(s) that rank highest in each award-eligible segment and meet predetermined award criteria will have the opportunity to enter into a licensing agreement through the JD Power Awards Program, which requires subscribing to the study as a prerequisite. Entering into a licensing agreement provides top-ranked brands with the valuable opportunity to market their award-winning performance. As the trusted symbol of excellence, JD Power Awards enhance brand perceptions, drive consumer preference, and differentiate awarded brands in competitive marketplaces.
Who should use it
Built for Digital Marketing and Retail Strategy Teams
• OEM digital marketing leaders
• Partner advertising and media agencies
• Retail and web experience teams
PowerSource
Insights Available at a Touch of a Button
Subscribers to this study have full access to benchmark reporting, competitor analysis, and more with PowerSource.
