Younger car buyers show less interest in visiting showrooms

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【Summary】A survey commissioned by Marketing Delivery reveals that 75% of 18-25 year olds would prefer not to visit a showroom when buying a car, highlighting the growing importance of digital in the car buying process. In contrast, only 7% of those aged over 65 feel the same way. Overall, 58% of prospective buyers still want to visit a showroom before making a purchase.

FutureCar Staff Sep 18, 2023 6:20 AM PT

Younger car buyers show less interest in visiting showrooms

A new national survey commissioned by Marketing Delivery has revealed that 75% of 18- to 25-year-olds would prefer not to visit a car showroom when shopping for a new or used car. This highlights a challenge for dealers who are looking to attract younger buyers into physical showrooms. In contrast, older prospective buyers are more willing to visit showrooms, with only 7% of those aged over 65 expressing a preference not to visit.

The survey also found that, on average, 58% of all respondents indicated that they would want to visit a showroom before buying a car. This emphasizes the importance of digital communication in engaging with prospective buyers across all age ranges. Jeremy Evans, Chief Executive at Marketing Delivery, commented that dealers need 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 before visiting a showroom. While digital plays a vital role in the car buying process, the majority of customers still want to physically experience the car before making a commitment. Evans suggests that dealers can enhance the digital experience by providing aspects of the showroom experience online, guiding decision-making while also encouraging physical visits.

The survey was conducted by OnePoll and included 1,000 respondents across the UK who are current motorists. Marketing Delivery is a leading eCRM and social media agency for the UK motor retail sector. They specialize in creating and distributing personalized, mobile-optimized customer communications using data from dealers' systems. Their solutions help dealers engage with customers and prospects throughout the buying and ownership cycles, improving conversion, satisfaction, retention, and reputation.

To learn more about Marketing Delivery and their services, visit their website at www.marketingdelivery.co.uk or call +44 (0) 1892 599 912.