News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Mobile, not social, is the channel Millennials use to shop for cars
A recent study from AutoTrader.com finds that social media is not driving car purchases, with just 1% using such sites to buy a vehicle. Mobile, on the other hand, is becoming a significant car-buying channel, particularly among Millennials.
The AutoTrader.com 2014 Automotive Buyer Influence Study does not make good reading for those in the auto industry using social media to help sell vehicles. It found that just 1% of those seeking to buy a new vehicle use social sites in their search.
Even younger buyers, Millennials, are not turning to the likes of Facebook or Twitter for car shopping. Just 5% do so. Furthermore, a car brand having a social media presence wouldn't change a Millennial's attitude towards the brand. More than three quarters of Millennials (78%) said that a car brand having a social media presence didn't matter to them.
"Millennials are apathetic about whether auto Web sites or brands have a social presence," said Isabelle Helms, vice president of research and market intelligence for AutoTrader.com.
While the Internet is still the primary place consumers, including Millennials, go to search for a new car, AutoTrader.com's research found increases in smartphone use - up 9 percentage points from 2013 to 2014. The most significant increase in mobile use was among Millennials. In 2013, 34% of Millennials used a smartphone to shop for a car but this has risen to 50% in 2014.
"As dealers and OEMs look to capture the attention of Millennials in 2014 and beyond, the importance of mobile cannot be emphasized enough," said Helms. "Automotive advertisers who don't start putting mobile first could be at risk of coming in last."
Image via Shutterstock
- Personal data: Lack of trust could hinder business growth
- 'Digiboomers' neglected by marketers
- UK: Pureplay online sales will exceed multichannel retailers' this year
- Report: Brands need to up their content focus
- Report shows shoppers want retail everywhere
- Report: Cash still top American payment method
- SMBs: How to remain visible during the election push
- Brands: How to prepare for a non-Flash environment
Featured White Papers
- The Step-By-Step Guide to Building Your Custom Attribution Model
Solving the attribution problem will be one of the most important things you do to boost ROI for your organization....
- What drives Email Open Rates
eDataSource compares certain quarterly email engagement metrics across five somewhat similar retailers, based on our visibility into the email activity...