More than a third of Millennials would buy a car online

Time 9:24 am, November 8, 2017

MORE than a third of Millennials (36 per cent) would buy a car online according to new research.

The study of 2064 adults, of which 1,525 were licence holders, was carried out by YouGov for TrustPilot. It showed that on average 25 per cent of adults would be open to buying a car online.

Amazon came out as one of the most trusted online companies for Millennials, with 56 per cent saying they displayed as least moderate trust in them. This is compared to 42 per cent overall, while only 31 per cent of those aged 55 and over.

Interestingly, only 33 per cent of those aged 18-35 would buy a car from technology giants such as Google and Apple, but that’s still higher than the overall average of all respondents, which was only 23 per cent would.

When researching a new car, 82 per cent of Millenials turn to the internet. However, 81 per cent of this age group also value word of mouth recommendations.

Neil Bayton, partner director at Trustpilot, commented: ‘For those seeking to appeal to Millennials, the message is clear – build a compelling digital experience that provides access to the buying and service experiences of others. By doing so you’ll appeal to Millennials on their terms as our research clearly shows, this segment is ready to buy online. The winners in the industry will be those that embrace change and transformation.’

Nathan Quayle, group marketing manager at Fords of Windsford, added: ‘At FoW we’ve taken significant steps to enhance the way we present and market our cars digitally, including inviting customers to review our experience and using this across our marketing channels. Millennials are an increasingly important customer group for our industry and those digital natives really want a transparent and superior online customer experience.’

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Rebecca Chaplin's avatar

Rebecca has been a motoring and business journalist since 2014, previously writing and presenting for titles such as the Press Association, Auto Express and Car Buyer. She has worked in many roles for Car Dealer Magazine’s publisher Blackball Media including head of editorial.

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