Parts customers show Internet, digital preferences

Blogs Jason Cannon April 23, 2014

Suppliers looking to reach their truck driver customers will find them in increasing numbers on the Internet.

According to a recent report published by Truck Parts & Service’s sister publication, Overdrive, an overwhelming majority (53 percent) of truck owner-operators surveyed preferred to receive trucking industry information from printed magazines but on digital platforms, email newsletters emerged as a favorite. Upwards of 65 percent say they check email at least once per day and more than 19 percent say they most often read industry news through an email newsletter.

More than 25 percent of all surveyed truckers say they use the Internet “constantly” and another 24 percent say they use it at least daily.

The majority of respondents say they turned to the Internet while “researching products and services,” “purchasing products and services,” and when in search for “industry news/information.”

“New product information” and “news from OEMs/manufacturers” were two of the top three items drivers listed as “important is it to include…on a trucking industry website.”

More than 35 percent of respondents say they like to see “drive tests and other equipment info” videos. “Parts and equipment purchases” and “selling parts” were also listed among the ways truckers use the Internet as a resource.

More than 95 percent of surveyed truckers say they maintain a Facebook page, and more than half check it at least once a day.

We’re living in a digital Renaissance, it evolves daily and more and more people are following along. More than 67 percent of respondents were 51 years old or older, and there was an average age of 54.6 years.

Your customers are increasingly willing to meet you on the Internet and in numbers that compound daily. As long as you’re engaging them with content they deem valuable, you’ve got their attention. These days you’re just as likely to meet them on the Information Superhighway as you are across your parts counter. And how you reach them on the web may determine whether or not they show up in your business at all.

You can download the full report and all its data from Overdrive.

Jason Cannon is Online Managing Editor for Truck Parts & Service.

You can follow me on twitter at @By_Jason_Cannon