Young people far less likely to visit a showroom when buying a car

by | Apr 10, 2019

Whilst the car salesroom is still an appealing place to purchase cars for those people over 55-years-old, recent research has revealed that younger age groups are more likely to shop elsewhere.

A new survey, carried out by Opinium and commissioned by insurance supplier InsuretheGap.com, found that 82% of over-55s bought their new or used car from a showroom. However, only 60% of 18-34-year-olds purchased direct from a showroom.

The research also revealed that the younger generation was more than twice as likely as over-55s to have used a private seller ad when buying a car.

“Car salesrooms might need to find new ways to engage with a younger audience, who are used to shopping around, comparing prices and buying things online.”

Ben Wooltorton – InsuretheGap.come

One in five people under the age of 34 stated that they found car salesrooms intimidating. This is more than two times the number of those over 55. One fifth also stated that they found negotiating stressful, claiming that they would rather cars were advertised at their final selling price, compared to having to negotiate with a seller.

Almost a third of the people surveyed said that they go to showrooms but then compare the vehicle’s price online.

When it comes to buying vehicles elsewhere, around 9% of people were happy to buy from a reputable seller online having never seen the car. The same number said they were happy to travel across the country to collect a car that they had bought online. The research also revealed that slightly more than half of buyers (51%) would purchase a car that they had not test-driven.

Speaking about the results, Ben Wooltorton, the Chief Operating Officer of InsuretheGap.com, said: “Older generations are used to face-to-face interactions being the norm, so maybe this is the reason why they aren’t intimidated or put off by the atmosphere of a car salesroom.

“For younger generations, used to doing everything online, it might feel a more alien and less comfortable environment. Car salesrooms might need to find new ways to engage with a younger audience, who are used to shopping around, comparing prices and buying things online.”

With more young people turning to the internet when purchasing cars, it’s now more important than ever that car dealerships appear high up on Google’s search results pages for relevant search terms. If a dealership isn’t ranking well for search terms relating to their business, then they’re surely missing out on a lot of potential custom.

For more information on the importance of appearing high up on search results pages, read this article today – 10 Stats that prove the importance of SEO to car dealers.

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