No-showroom preference for younger car buyers

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【Summary】Younger car buyers, particularly those aged 18-25, prefer not to visit a showroom when shopping for a new or used car, according to a survey by Marketing Delivery. 75% of respondents in this age group agreed that they would rather not visit a showroom at all. In contrast, older buyers are more willing to visit showrooms. Overall, 58% of respondents across all age ranges indicated a preference for visiting a showroom.

FutureCar Staff Aug 15, 2023 6:23 AM PT

No-showroom preference for younger car buyers

According to a new survey commissioned by Marketing Delivery, most younger car buyers would prefer not to visit a showroom before purchasing a car. The survey found that 75% of 18- to 25-year-old motorists agreed or strongly agreed with the statement that they would prefer not to visit a showroom at all when shopping for a new or used car.

On the other hand, older prospective buyers are more willing to visit dealers' showroom facilities. The survey revealed that the proportion of 25- to 34-year-olds who would prefer not to visit a showroom falls to 29%, while it drops to 15% among 45- to 54-year-olds and as low as 7% among those aged over 65.

Looking at responses from all age ranges, the survey found that, on average, 58% of respondents indicated that they would want to visit a showroom before buying a car.

Jeremy Evans, the chief executive at Marketing Delivery, emphasized the importance of digital communication for engaging with prospective buyers. He stated, "Across all age ranges, the findings point to the importance of digital communication for engaging with prospective buyers. Most customers want an omnichannel experience and dealers need to reflect that in their interactions via email, SMS, and social channels."

The survey also revealed that 64% of respondents would conduct most of their research online and only visit a showroom once they are ready to make a purchase. Evans added, "Digital plays a vital role but the majority still want to touch, feel, and drive a car before committing. Dealers can do more to deliver aspects of the showroom experience within a digital realm, guiding decision making while also still prompting the physical visits that remain vital for converting a large proportion of leads."