Showroom visits decline among younger car buyers.

author: FutureCar Staff    

According to a new survey commissioned by Marketing Delivery, a majority of 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 percentage of those who prefer not to visit a showroom decreases as age increases. Among 25- to 34-year-olds, only 29% indicated a preference for not visiting a showroom. Among 45- to 54-year-olds, the percentage dropped to 15%, and among those aged over 65, it was as low as 7%.

When looking at responses from all age ranges, the survey found that, on average, 58% of respondents indicated a desire to visit a showroom before buying a car. This highlights the importance of digital communication in engaging with prospective buyers, according to Jeremy Evans, the chief executive at Marketing Delivery. He emphasized the need for dealers to provide an omnichannel experience, utilizing email, SMS, and social channels to interact with customers.

Furthermore, the survey revealed that 64% of respondents would conduct most of their research online and only visit a showroom when they are ready to make a purchase. While digital platforms play a vital role in the car-buying process, the majority of buyers still want to physically experience the car before committing. Evans suggested that dealers can enhance the digital experience by providing aspects of the showroom experience online, guiding decision-making, while still encouraging physical visits, which are crucial for converting leads into sales.

FutureCar Staff