Millennials are aging into the United States' largest car-buying cohort. Here's a quick glance at how they shop for cars. via AutoTrader.com - Find more at http://www.weworkforyou.com/

1. PEDAL TO THE METALMILLENNIALS ACCELERATE CHANGE IN THE CAR SHOPPING PROCESS
As Millennials age into the largest car buying cohort, automotive advertisers need to know how they shop.
When millennials start shopping,
70% know little about what vehicle
they intend to purchase.*
By the time they get to the dealership, 70%
of Millennials have already decided which
make/model they are going to purchase.
The opportunity to influence them is online.*
Millennials
spend two hours
longer shopping
for a car than
average buyers.
Millennials are
blazing the way for
multi-device usage
in car shopping.
USE THE
INTERNET TO SHOP*
TIME SPENT
SHOPPING ONLINE
ONLINE TIME SPENT
ON 3RD-PARTY SITES
By 2020, 80% of Millennials
will use multiple devices to
shop for cars, driving up the
average for all buyers.
Millennials are
driving near
ubiquitous
usage of the
Internet in car
shopping.
said that TV
was not helpful.*
Traditional media
is aging out.
In 2014, only 7% of
Millennials used
newspapers to shop
for cars, and just
12% used TV.
Millennials are
anti-social…in
car shopping.
67%
49%
said newspapers
were not helpful.*
use social sites
for car shopping.
are apathetic about
auto brands having
a presence on
social media.
use smartphones
to shop for cars.
Millennials are
leading decline
in PC usage.
PROJECTED MILLENNIAL MULTI-DEVICE USAGE**
50%
95%
82%
82%
51%
5%
WI-FI?
COUPE OR
SEDAN?
NEW OR
USED?
TRUCK
OR SUV?
ELECTRIC?
THIS ONE
DEFINITELY FOR SURE
78%
Unless otherwise indicated, all statistics are from the 2014 Automotive Buyer Influence Study, conducted in partnership with IHS Automotive, Driven by
Polk. Except where noted, all statistics are among Millennial buyers who used the Internet to shop for cars.
*Statistic based on Millennial online and offline buyers
**Source: AutoTrader Marketing Analytics 2014
***Statistic based on Total online buyers
17.6HOURS
80%
2014 2015 2016 2017 2018 2019 2020
44%
91%
88%
78%
Total 2014***
Total 2013***
Millennials 2014