Showroom visits decline among younger car buyers

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【Summary】A survey shows that 75% of 18-25 year olds prefer not to visit a showroom when buying a car. The preference decreases with age, with only 7% of those over 65 feeling the same. However, overall, 58% of respondents still want to visit a showroom. The findings highlight the importance of digital communication for engaging prospective buyers, with 64% conducting most of their research online before visiting a showroom.

FutureCar Staff Aug 15, 2023 9:24 AM PT

Showroom visits decline among younger car buyers

A recent survey conducted by Marketing Delivery has shown that the majority of younger car buyers, specifically those aged 18 to 25, would prefer not to visit a showroom when shopping for a new or used car. In fact, 75% of respondents in this age group agreed with the statement that they would rather not visit a showroom at all.

However, the survey also revealed that older prospective buyers are more willing to visit dealers' showroom facilities. Among 25 to 34-year-olds, the percentage of those who would prefer not to visit a showroom falls to 29%. This number decreases even further to 15% among 45 to 54-year-olds, and as little as 7% among those aged over 65.

When looking at responses from all age ranges, it was found that, on average, 58% of respondents indicated that they would want to visit a showroom before making a car purchase.

Jeremy Evans, the CEO of Marketing Delivery, emphasized the importance of digital communication in 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 highlighted 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."