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BUYER DEMOGRAPHICS
TOP 10 NEW MODELS DID YOU KNOW...
REGISTERED IN 2014
68,976 people bought new cars last year?
Target Customers:
People ages 55 to 64 have the highest probability of buying a new vehicle compared
with other age groups.3
Generation Y spends more than ten hours researching before purchasing a vehicle, and the
following have the most influence over their purchase decision:4
• Car reviews on independent websites: 70%
• Family and friends: 66%
• Manufacturer websites: 53%
• News articles/Media reviews: 45%
• Salesperson at the dealership: 40%
• Social networking websites: 32%
MEDIA USE
Mobile phones are also an important shopping tool for Millennials. Fifty percent report
using a smartphone to shop for their next vehicle in 2014, compared to 34% of Millennials
who said the same in 2013.7
A survey found that 46% of vehicle buyers are interested in receiving text messages
from dealers, and information that would be of interest includes:
• Vehicle availability • Possible discounts
• Prices • Status of their negotiations
Additionally, 46% would like to receive text messages from the dealer after a vehicle
purchase. Buyers would be interested to hear about recall notices, service updates, and
general maintenance information via text.8
Note that automotive shoppers are 71% more likely to be influenced by digital advertising
across multiple retail categories than the average consumer.
Facebook also has an effect on dealer choice. A 2014 survey of consumers who
purchased a vehicle in the last six months revealed that 91% of them used social media
and review sites in their dealer-selection process.6
By integrating media choice with marketing services, we can help you optimize your
media mix for the best ways to build your business.
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