Today’s Auto Shopper: How They Research And Why Trust Is So Essential in Winning Them Over [REPORT]

Jumpstart Automotive Group unveiled its latest auto shopper study in collaboration with Ipsos Connect, “Today’s Auto Shopper: How They Research And Why Trust Is So Essential in Winning Them Over.” The report looks at new trends in the car-shopping process for several demographics, including women, Millennials, and Asian and Hispanic shoppers.

Consumers are constantly cycling in and out of market depending on their changing life situations and preferences. To better understand their mindset, Jumpstart commissioned global research firm, Ipsos Connect, to gain insight into shoppers’ underlying motivations, opinions, and the information they trust and utilize most during the research process.

Millennials ARE Very Interested In Car Shopping

Among the many key findings, the research showed that Millennials are not only interested in purchasing cars, but they’re also cycling in-market more frequently due to changing life stages (four in ten shoppers buy a new car every three years vs. nearly six out of ten Millennials). Online shopping has shortened their decision-making window to a 30-day process. 74% of Millennials now take four weeks or less when shopping for a car and 88% research online throughout the entire process.

Where Technology Matters

Automotive brands have invested heavily in infotainment, but the majority of car shoppers across all demographics say they’re more interested in having vehicles serve as an extension of their digital lives. Smartphone apps and functions seamlessly integrating into their vehicles is more important than a vehicle’s custom tech features.

Women Are High-Information Shoppers

Women continue to be an important audience for automakers and dealers, particularly since they influence 80% of all transactions. They rely heavily on independent research and reviews and are more likely to consult Consumer Reports than any other group. Women place a greater value on practical needs such as passenger seating, comfort, and safety, while remaining budget conscious. Although they are primarily new-car buyers, they show more willingness than men to consider used if it means they’re going to get more for their money.

Asian & Hispanic Shoppers Look For Brand Recognition

Asian and Hispanic shoppers place a greater emphasis on brands or vehicles that are more popular or recognizable, as well as vehicles with alternative fuel options. Overall purchase price is important to Asian shoppers, but they show more willingness to increase their monthly payment if they feel the value is there. Hispanic shoppers rank purchase price higher than monthly payment, but monthly payment is a higher consideration for them than any other group.

Asian consumers have a higher affinity for luxury vehicles due to a ‘you get what you pay for’ mentality and cultural influences that place a big emphasis on quality. Hispanic shoppers tend to purchase more new vehicles than used, and they often hold onto a vehicle and pass it down to a family member instead of trading it in, making trade-in offers less relevant to this group.

Quality/Reliability Now More Important Than Fuel Economy

Throughout the research, quality/reliability was of higher importance than fuel economy. Perhaps this stems from a recall-heavy environment today combined with low gas prices over the last few years. When consumers begin their research, their top three must-haves in a brand or vehicle are: good value (77%), a reputation for being strong and reliable (68%), and a reputation for excellent quality (65%). But ultimately when it comes time to buy, quality/reliability (34%), gas mileage (29%), and price point (28%) are the top three key influencers for all shoppers.

“The results of this study illustrate that people are similar in the way that they gather information. But there are both subtle and significant differences between demographics,” said Libby Murad-Patel, Vice President of Strategic Insights and Analytics for Jumpstart. “Our hope is that brands across the entire automotive spectrum use these insights to help elevate the shopping experience for all consumers.”

According to Dr. Stephen Kraus, Chief Insights Officer for Ipsos Connect and director of the study: “This study paints a vivid portrait of today’s auto shopper: informed, empowered, value- oriented, and brand-focused. The research also underscores the crucial importance of the Internet, as 80% research online throughout the purchase process, not just as the purchase becomes imminent.”

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