Social Media not Important to Car Shoppers, Even Millennial Shoppers, Study Finds
We are all used to hearing that millennials and social media go together like peanut butter and jelly, but it turns out that even they bypass social media when buying a car.
A survey by AutoTrader.com found out that only 1 percent of car shoppers use social media as part of the process. For millennials the percentage is slightly higher, but not significantly – just 5 percent. Additionally, “78 percent of millennials in the study said their attitude toward a car brand would not change if the brand had a social networking presence.”
Still, mobile devices and the Internet in general, are continue to grow in importance for car shoppers. A stunning 95 percent of shoppers looking for a car use the Internet. Out of the total time they spend looking for a car, 82 percent of it was dedicated to online research. Moreover, 51 percent of millennials are using mobile devices to shop for a car, up 17 percent from a year ago.
Read the full article in Automotive News.