The youngest generation of car buyers is far more likely to turn to social media for advice than head for the showroom, according to a recent eBay Motors study.
At least the study showed that Millennials are shopping!
When 20- and 30-somethings go car shopping, they’re likely to ask their friends for help – their Facebook friends, that is. The youngest generation of car buyers is far more likely to turn to social media for advice than head for the showroom, according to an eBay Motors study.
More than nine of 10 so-called millennials — “Generation Y” babies born between 1980 and 2000 — turn to the Internet when shopping for a new car or truck, according to the eBay research.
They aren’t alone. A separate study found that the majority of buyers now go online to begin the car buying process – and more than half will be strongly influenced by what their friends have to say on Facebook.
“It has become increasingly important for dealers to ensure that they are reaching consumers when, where and how they want to shop for vehicles – which today, more than ever, means online and on mobile,” said Kristine Chin, head of vehicles at eBay Motors.
Key findings of the eBay study include:
- 94 percent of millennial car buyers gather information online;
- More than a third use mobile devices to do that research, compared to 19 percent of older car shoppers;
- Only 13 percent of millennials view visiting a dealership as their preferred method of shopping, while 25 percent of older buyers prefer to go to a showroom.
The study, based on responses from over 1,000 U.S. adults, also found that millennials are more comfortable using portable devices than older drivers when researching a possible purchase. One of five of these young motorists reported that they would be open to going through the entire purchase on a mobile device, according to eBay Motors.