Key Insights
It's not just online or in-store — it's both.
Owners are split between in-person shopping and ecommerce, and show a strong desire to blend the two.
shopped mainly online
Amazon
Big Box (Online)
Manu. Website
shopped mostly in a store or dealership
Big Box
Hardware Store
Dealership
Parts diagrams drive decision-making.
Most owners have used a parts diagram for OPE purchases in the past year. Among these consumers:
- 75% say that diagrams are very important to their buying process.
- 51% say that diagrams are their #1 or #2 way to search for OPE parts and accessories.
of OPE owners used a parts diagram in the past year
Owners want online tools that enhance their in-person shopping.
Nearly 7 in 10 owners are interested in checking dealer inventory online and close to half are interested in buying products online for pick-up at a local store or dealer.
