After a study of 1,000 North American consumers who visited automotive Web sites, Accenture found the following three myths of online car shopping.
1. Consumers want to buy cars online. Reality: 56 percent want to do some or all of their research online, but they don't want to buy online.
2. Young consumers flock to automotive Web sites. Reality: Most visitors are over 35 years old.
3. Consumers want personalization. Reality: Consumers ranked it last compared with other online attributes.