Millennials Are Car-Shopping – Online

NBC News

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.

 

 



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