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
- Top 3 social trends to watch in 2015
- Why clicks will regain importance in 2015
- Security concerns cause 23% of consumers to shop less online
- Mobile and online key resource for last-minute Christmas shoppers
- Third of consumers never pay full price online
- Online cash register bells will continue ringing on Christmas Day and Boxing Day
- Experts: App usage will change in 2015
- How data will influence 2015
Featured White Papers
- No Longer a Necessary Evil: How Modern CRM Empowers Sales
CRM has long been seen as a must-have sales tool. However, much of the value of traditional CRM accrues to...
- 7 Myths About Online Reviews
When it comes to building and maintaining trust in your brand, online reviews are an extremely valuable addition to your...
- Targeting (That's on target)
"Hopeful messaging is wasted messaging. Clear targeting means more than just Who. It also demands a knowledge of How, When,...
- Leveraging Facebook to Improve ROI on Brand Sites
Rather than deserting your brand site for a Facebook Fan Page, the best digital marketing strategies incorporate a Facebook presence...