Edmunds: Millennials Savvier Car Shoppers Via Mobile Technology

Cameron Aubernon
by Cameron Aubernon
edmunds millennials savvier car shoppers via mobile technology

According to a study, Millennials not only prefer to shop for cars via mobile devices, but also at the dealership.

Per Edmunds, who commissioned the study earlier this year, 73 percent of Millennials aged 18 to 34 proclaim to be more knowledgeable about the car-buying process than their parents, while over half “actively advise their friends and family” on the process, compared to 37 percent of older Americans.

The study says this is due to the generation’s profieciency with mobile devices in researching the vehicles of their choice prior to purchase, from reading reviews and researching prices, to tracking down models for sale. Eighty percent of Millennials were found to have used such tactics for at least one shopping task.

Meanwhile, 64 percent stated they “valued the in-dealership experience” of face-to-face interaction with dealers, and 96 percent said that it was important to test-drive a vehicle before purchase. Purchases skew towards the used market, where 78 percent of Millennials go for their purchases, 72 percent have considered EVs or hybrids, and 66 percent hope to one day own a car that does all the driving for them.

Regarding technology, while smartphone integration and Wi-Fi are important, such features rank behind price, fuel economy and performance.

The study consisted of two surveys conducted in January and March of 2015, with 1,500 and 1,000 adults between 18 and 34 years of age who made a vehicle purchase within the previous three months polled.

Join the conversation
10 of 37 comments