Amidst climbing auto sales, new research from Snapchat and Havas Media Network reveals a dramatic shift in car buying behavior as younger, digitally native audiences become first-time buyers. Fielded by market research consultancy Alter Agents, “Digital is the New Dealership” surveyed more than 5,000 social media users across the U.S., U.K, Germany, Norway, and Saudi Arabia who either recently bought a vehicle or are currently in the market, assessing how digital channels and social platforms are driving showroom traffic and vehicle sales.
Snap and Havas Media Network’s research found that online sources are dominating automotive shopping, with 91% of consumers using digital sources during their vehicle shopping, compared to only 41% who use print and 40% who use TV respectively. Sixty percent of car buyers use social media during their buying journey, a figure that jumps to 74% among Gen Z audiences. While the research and inspiration stages most heavily rely on digital sources across demographics, the study found that younger audiences are increasingly comfortable shifting the entire purchasing journey online. Fifty percent of Gen Z respondents purchased their last vehicle through an online channel, compared with 42% of Millennials and 28% of Gen X audiences.
