How Millennials Shop for Vehicles
According to AutoTrader’s research, “They spend over 17 hours researching their vehicle before purchase, and 71% say they need to be aware of all possible vehicle choices – more than Gen Xers or Baby Boomers. While friends and family largely influence their purchase decision, the Internet is even more influential, with third-party sites being the top source for 82% of Millennials shopping online. Not surprisingly, Millennials are more likely than any other generation to use mobile devices. Already, 45% use a tablet or smartphone during the car-shopping process.”
With online channels being such an important factor in the research stages, automotive marketers must be extra diligent in ensuring these channels are optimized for personalized engagement. Be sure to share plenty of content – both informative and interactive – across various sites. Focus areas should include your website, social networks, videos on YouTube, real-time updates and transparency into inventory, online forms to capture a prospect’s information, an easy interface for consumers to engage with a sales rep online, and integration with third-party review sites. Remember, a millennial won’t even consider walking onto your lot unless you can create brand awareness and promote a positive online experience.
Millennials also tend to be mobile-first consumers. In fact, 48% of mobile-first auto consumers are Millennials. Websites, email communications, online contact forms, and any other piece of content to promote your brand and dealership absolutely must be optimized for mobile users. A poor mobile experience can turn shoppers away quickly. According to a 2015 CDK Global report, “A majority of Millennials said they wouldn’t wait more than five seconds for a page to load on a mobile device. In addition to slow load times, lack of mobile optimization, interactive features, and quality photos were the top complaints about mobile shopping. Essentially, Millennial shoppers expect to get the same quality shopping experience no matter what device they are using.”