Try as they might, auto makers aren’t reaching Generation Y with their online social media properties. A new study by AutoTrader shows that just 5 percent of Millennials used social media to shop for vehicles.
Overall, only 1 percent of consumers used social media to shop for cars, and even more damming is the fact that 78 percent of young buyers said that an automotive brand’s social presence would do nothing to sway their purchasing decision.
This column has long maintained that the vast majority of social media outreach and marketing efforts by auto makers are futile at best. At their worst, they are little more than embarrassing attempts to appear relevant in the eyes of younger consumers.
Brands can tout “social” as much as they want, and trot out nebulous statistics like “impressions” in an attempt to make them appear successful. But the general trend appears to be that these campaigns, however much praise they generate in Fast Company, don’t convert into sales.