what matters to millennials in 2019...autobuyerspath to purchase, google & comscore, 2017 1,768...
TRANSCRIPT
![Page 2: What Matters to Millennials in 2019...AutoBuyersPath to Purchase, Google & comScore, 2017 1,768 new auto buyers within past 3 months, 18+ 2. Under the Hood: Mobile-First Auto Consumers,](https://reader035.vdocuments.site/reader035/viewer/2022063009/5fc150710b2164646431fd34/html5/thumbnails/2.jpg)
Download our mobile app to rate this session!(Search “Digital Dealer” in the mobile app store)
• Context: changing customer journey
• Influences on Millennial auto shopping habits
• Life stage
• Relationship with technology
• Relationship with vehicles
• Looking deeper: Millennial subsegments
• Tips: how to work with Millennials
![Page 3: What Matters to Millennials in 2019...AutoBuyersPath to Purchase, Google & comScore, 2017 1,768 new auto buyers within past 3 months, 18+ 2. Under the Hood: Mobile-First Auto Consumers,](https://reader035.vdocuments.site/reader035/viewer/2022063009/5fc150710b2164646431fd34/html5/thumbnails/3.jpg)
Download our mobile app to rate this session!(Search “Digital Dealer” in the mobile app store)
Where does this data come from?
MAGNIFYING GLASS ICON + LOGO
SURVEY/CHECKLIST ICON (MULTIPLE, STACKED)
![Page 4: What Matters to Millennials in 2019...AutoBuyersPath to Purchase, Google & comScore, 2017 1,768 new auto buyers within past 3 months, 18+ 2. Under the Hood: Mobile-First Auto Consumers,](https://reader035.vdocuments.site/reader035/viewer/2022063009/5fc150710b2164646431fd34/html5/thumbnails/4.jpg)
Download our mobile app to rate this session!(Search “Digital Dealer” in the mobile app store)
The changing customer journey – and Millennials' place in it
![Page 5: What Matters to Millennials in 2019...AutoBuyersPath to Purchase, Google & comScore, 2017 1,768 new auto buyers within past 3 months, 18+ 2. Under the Hood: Mobile-First Auto Consumers,](https://reader035.vdocuments.site/reader035/viewer/2022063009/5fc150710b2164646431fd34/html5/thumbnails/5.jpg)
Download our mobile app to rate this session!(Search “Digital Dealer” in the mobile app store)
![Page 6: What Matters to Millennials in 2019...AutoBuyersPath to Purchase, Google & comScore, 2017 1,768 new auto buyers within past 3 months, 18+ 2. Under the Hood: Mobile-First Auto Consumers,](https://reader035.vdocuments.site/reader035/viewer/2022063009/5fc150710b2164646431fd34/html5/thumbnails/6.jpg)
Download our mobile app to rate this session!(Search “Digital Dealer” in the mobile app store)
![Page 7: What Matters to Millennials in 2019...AutoBuyersPath to Purchase, Google & comScore, 2017 1,768 new auto buyers within past 3 months, 18+ 2. Under the Hood: Mobile-First Auto Consumers,](https://reader035.vdocuments.site/reader035/viewer/2022063009/5fc150710b2164646431fd34/html5/thumbnails/7.jpg)
Download our mobile app to rate this session!(Search “Digital Dealer” in the mobile app store)
So what's driving that change?
Expectation of transparency and
instant info
Proliferation of info sources and self-
serve mindset
Mobile,mobile,mobile
Millennials?
![Page 8: What Matters to Millennials in 2019...AutoBuyersPath to Purchase, Google & comScore, 2017 1,768 new auto buyers within past 3 months, 18+ 2. Under the Hood: Mobile-First Auto Consumers,](https://reader035.vdocuments.site/reader035/viewer/2022063009/5fc150710b2164646431fd34/html5/thumbnails/8.jpg)
Download our mobile app to rate this session!(Search “Digital Dealer” in the mobile app store)
Biggest in USPew Research Center
1981 - 1996 $69,000
![Page 9: What Matters to Millennials in 2019...AutoBuyersPath to Purchase, Google & comScore, 2017 1,768 new auto buyers within past 3 months, 18+ 2. Under the Hood: Mobile-First Auto Consumers,](https://reader035.vdocuments.site/reader035/viewer/2022063009/5fc150710b2164646431fd34/html5/thumbnails/9.jpg)
Download our mobile app to rate this session!(Search “Digital Dealer” in the mobile app store)
![Page 10: What Matters to Millennials in 2019...AutoBuyersPath to Purchase, Google & comScore, 2017 1,768 new auto buyers within past 3 months, 18+ 2. Under the Hood: Mobile-First Auto Consumers,](https://reader035.vdocuments.site/reader035/viewer/2022063009/5fc150710b2164646431fd34/html5/thumbnails/10.jpg)
Download our mobile app to rate this session!(Search “Digital Dealer” in the mobile app store)
Only age group with sales growth in Q1 20181
1 – Experian2 – JD Power
Now a large and growing segment
of all new cars by 20202
40%
![Page 11: What Matters to Millennials in 2019...AutoBuyersPath to Purchase, Google & comScore, 2017 1,768 new auto buyers within past 3 months, 18+ 2. Under the Hood: Mobile-First Auto Consumers,](https://reader035.vdocuments.site/reader035/viewer/2022063009/5fc150710b2164646431fd34/html5/thumbnails/11.jpg)
Download our mobile app to rate this session!(Search “Digital Dealer” in the mobile app store)
The big caveat
• [BIG IMAGE- LARGE, VERY DIVERSE CROWD, MOSTLY MILLENNIALS]
![Page 12: What Matters to Millennials in 2019...AutoBuyersPath to Purchase, Google & comScore, 2017 1,768 new auto buyers within past 3 months, 18+ 2. Under the Hood: Mobile-First Auto Consumers,](https://reader035.vdocuments.site/reader035/viewer/2022063009/5fc150710b2164646431fd34/html5/thumbnails/12.jpg)
Download our mobile app to rate this session!(Search “Digital Dealer” in the mobile app store)
Influences –Life Stage
![Page 13: What Matters to Millennials in 2019...AutoBuyersPath to Purchase, Google & comScore, 2017 1,768 new auto buyers within past 3 months, 18+ 2. Under the Hood: Mobile-First Auto Consumers,](https://reader035.vdocuments.site/reader035/viewer/2022063009/5fc150710b2164646431fd34/html5/thumbnails/13.jpg)
Download our mobile app to rate this session!(Search “Digital Dealer” in the mobile app store)
Urgency of car purchase
8%
13%
25%26%
27%
Extremely Very Somewhat A little Not at all
Gen X and Boomers
![Page 14: What Matters to Millennials in 2019...AutoBuyersPath to Purchase, Google & comScore, 2017 1,768 new auto buyers within past 3 months, 18+ 2. Under the Hood: Mobile-First Auto Consumers,](https://reader035.vdocuments.site/reader035/viewer/2022063009/5fc150710b2164646431fd34/html5/thumbnails/14.jpg)
Download our mobile app to rate this session!(Search “Digital Dealer” in the mobile app store)
Urgency of car purchase
8%
13%
25%26%
27%
12%
18%
34%
25%
11%
Extremely Very Somewhat A little Not at all
Gen X and Boomers
Millennials
![Page 15: What Matters to Millennials in 2019...AutoBuyersPath to Purchase, Google & comScore, 2017 1,768 new auto buyers within past 3 months, 18+ 2. Under the Hood: Mobile-First Auto Consumers,](https://reader035.vdocuments.site/reader035/viewer/2022063009/5fc150710b2164646431fd34/html5/thumbnails/15.jpg)
Download our mobile app to rate this session!(Search “Digital Dealer” in the mobile app store)
3xmore likely to be purchasing due to a major life event
DESIGN – Big image here, or multiple images showing major life events
![Page 16: What Matters to Millennials in 2019...AutoBuyersPath to Purchase, Google & comScore, 2017 1,768 new auto buyers within past 3 months, 18+ 2. Under the Hood: Mobile-First Auto Consumers,](https://reader035.vdocuments.site/reader035/viewer/2022063009/5fc150710b2164646431fd34/html5/thumbnails/16.jpg)
R.L. Polk & Co. / IHS Automotive reports, 2003 - 2015
How long do people keep cars?
4.2 4.3 4.55
66.5
7.4
2003 2006 2007 2009 2011 2015 2018
Download our mobile app to rate this session!(Search “Digital Dealer” in the mobile app store)
![Page 17: What Matters to Millennials in 2019...AutoBuyersPath to Purchase, Google & comScore, 2017 1,768 new auto buyers within past 3 months, 18+ 2. Under the Hood: Mobile-First Auto Consumers,](https://reader035.vdocuments.site/reader035/viewer/2022063009/5fc150710b2164646431fd34/html5/thumbnails/17.jpg)
Download our mobile app to rate this session!(Search “Digital Dealer” in the mobile app store)
Millennials buck that trend
<2 years 2 to 4 years 4 to 6 years 6 to 8 years >8 years
2x
1x
0.5x
1.5x
-58%
+150%
Car ownership duration, Millennials compared to others
![Page 18: What Matters to Millennials in 2019...AutoBuyersPath to Purchase, Google & comScore, 2017 1,768 new auto buyers within past 3 months, 18+ 2. Under the Hood: Mobile-First Auto Consumers,](https://reader035.vdocuments.site/reader035/viewer/2022063009/5fc150710b2164646431fd34/html5/thumbnails/18.jpg)
Download our mobile app to rate this session!(Search “Digital Dealer” in the mobile app store)
• Directly address the current need –don't focus on the long term
![Page 19: What Matters to Millennials in 2019...AutoBuyersPath to Purchase, Google & comScore, 2017 1,768 new auto buyers within past 3 months, 18+ 2. Under the Hood: Mobile-First Auto Consumers,](https://reader035.vdocuments.site/reader035/viewer/2022063009/5fc150710b2164646431fd34/html5/thumbnails/19.jpg)
Download our mobile app to rate this session!(Search “Digital Dealer” in the mobile app store)
Influences –
Relationship with Technology
![Page 20: What Matters to Millennials in 2019...AutoBuyersPath to Purchase, Google & comScore, 2017 1,768 new auto buyers within past 3 months, 18+ 2. Under the Hood: Mobile-First Auto Consumers,](https://reader035.vdocuments.site/reader035/viewer/2022063009/5fc150710b2164646431fd34/html5/thumbnails/20.jpg)
Download our mobile app to rate this session!(Search “Digital Dealer” in the mobile app store)
They are connectedCompared to the average shopper, Millennials are...
20% more likely to only use digital resources when car shopping
15%less likely to visit a dealership for research
33%more likely to watch online videos
32% more likely to do mostly mobile research
KEEP NUMBERS, REPLACE TEXT WITH ICONS
![Page 21: What Matters to Millennials in 2019...AutoBuyersPath to Purchase, Google & comScore, 2017 1,768 new auto buyers within past 3 months, 18+ 2. Under the Hood: Mobile-First Auto Consumers,](https://reader035.vdocuments.site/reader035/viewer/2022063009/5fc150710b2164646431fd34/html5/thumbnails/21.jpg)
Download our mobile app to rate this session!(Search “Digital Dealer” in the mobile app store)
74%
60%
41%
Millennials Gen X Boomers
Used mobile to do additional shopping research while at a dealership
![Page 22: What Matters to Millennials in 2019...AutoBuyersPath to Purchase, Google & comScore, 2017 1,768 new auto buyers within past 3 months, 18+ 2. Under the Hood: Mobile-First Auto Consumers,](https://reader035.vdocuments.site/reader035/viewer/2022063009/5fc150710b2164646431fd34/html5/thumbnails/22.jpg)
Download our mobile app to rate this session!(Search “Digital Dealer” in the mobile app store)
Mobile First Researchers
Non-Mobile FirstResearchers
Number of online shopping resources used1 7.3 4.9
Spent more than two weeks researching1 73% 63%
Know the exact car they want before visiting a dealership2 76% 69%
1. AutoBuyers Path to Purchase, Google & comScore, 2017 1,768 new auto buyers within past 3 months, 18+2. Under the Hood: Mobile-First Auto Consumers, Facebook IQ
![Page 23: What Matters to Millennials in 2019...AutoBuyersPath to Purchase, Google & comScore, 2017 1,768 new auto buyers within past 3 months, 18+ 2. Under the Hood: Mobile-First Auto Consumers,](https://reader035.vdocuments.site/reader035/viewer/2022063009/5fc150710b2164646431fd34/html5/thumbnails/23.jpg)
Download our mobile app to rate this session!(Search “Digital Dealer” in the mobile app store)
Hispanics are mobile-first, too
46%[MOSTLY MOBILE ICON]
75% [MOBILE AT DEALERSHIP ICON]
ADD HISPANIC MILLENNIAL PIC
![Page 24: What Matters to Millennials in 2019...AutoBuyersPath to Purchase, Google & comScore, 2017 1,768 new auto buyers within past 3 months, 18+ 2. Under the Hood: Mobile-First Auto Consumers,](https://reader035.vdocuments.site/reader035/viewer/2022063009/5fc150710b2164646431fd34/html5/thumbnails/24.jpg)
Download our mobile app to rate this session!(Search “Digital Dealer” in the mobile app store)
Millennial outreach preferences
32%28%
13%11%
9%7%
Phone call In-person visit Email Online form Online chat Text
+24% -25% -13% = +62% +40%Millennialsvs others:
![Page 25: What Matters to Millennials in 2019...AutoBuyersPath to Purchase, Google & comScore, 2017 1,768 new auto buyers within past 3 months, 18+ 2. Under the Hood: Mobile-First Auto Consumers,](https://reader035.vdocuments.site/reader035/viewer/2022063009/5fc150710b2164646431fd34/html5/thumbnails/25.jpg)
Download our mobile app to rate this session!(Search “Digital Dealer” in the mobile app store)
When they do reach out...
less likely to visit in person without contacting in advance
• 45% more likely to reach out via listing or research website• 35% more likely to reach out via brand website• Only 10% more likely to reach out via dealer website
40%
![Page 26: What Matters to Millennials in 2019...AutoBuyersPath to Purchase, Google & comScore, 2017 1,768 new auto buyers within past 3 months, 18+ 2. Under the Hood: Mobile-First Auto Consumers,](https://reader035.vdocuments.site/reader035/viewer/2022063009/5fc150710b2164646431fd34/html5/thumbnails/26.jpg)
Download our mobile app to rate this session!(Search “Digital Dealer” in the mobile app store)
3X [Electric vehicle picture]
more excited about electric vehicles39%
![Page 27: What Matters to Millennials in 2019...AutoBuyersPath to Purchase, Google & comScore, 2017 1,768 new auto buyers within past 3 months, 18+ 2. Under the Hood: Mobile-First Auto Consumers,](https://reader035.vdocuments.site/reader035/viewer/2022063009/5fc150710b2164646431fd34/html5/thumbnails/27.jpg)
Download our mobile app to rate this session!(Search “Digital Dealer” in the mobile app store)
58% more excited about self-driving cars
say they'll probably own a self-driving car in the next ten years – 23% more than others32%
![Page 28: What Matters to Millennials in 2019...AutoBuyersPath to Purchase, Google & comScore, 2017 1,768 new auto buyers within past 3 months, 18+ 2. Under the Hood: Mobile-First Auto Consumers,](https://reader035.vdocuments.site/reader035/viewer/2022063009/5fc150710b2164646431fd34/html5/thumbnails/28.jpg)
Download our mobile app to rate this session!(Search “Digital Dealer” in the mobile app store)
• Accommodate mobile shoppers at every stage – even when they're in your office
![Page 29: What Matters to Millennials in 2019...AutoBuyersPath to Purchase, Google & comScore, 2017 1,768 new auto buyers within past 3 months, 18+ 2. Under the Hood: Mobile-First Auto Consumers,](https://reader035.vdocuments.site/reader035/viewer/2022063009/5fc150710b2164646431fd34/html5/thumbnails/29.jpg)
Download our mobile app to rate this session!(Search “Digital Dealer” in the mobile app store)
Influences –
Relationship with Vehicles
![Page 30: What Matters to Millennials in 2019...AutoBuyersPath to Purchase, Google & comScore, 2017 1,768 new auto buyers within past 3 months, 18+ 2. Under the Hood: Mobile-First Auto Consumers,](https://reader035.vdocuments.site/reader035/viewer/2022063009/5fc150710b2164646431fd34/html5/thumbnails/30.jpg)
Maybe they're not "car people"
![Page 31: What Matters to Millennials in 2019...AutoBuyersPath to Purchase, Google & comScore, 2017 1,768 new auto buyers within past 3 months, 18+ 2. Under the Hood: Mobile-First Auto Consumers,](https://reader035.vdocuments.site/reader035/viewer/2022063009/5fc150710b2164646431fd34/html5/thumbnails/31.jpg)
GfK / CarGurus digital tracking survey, March 2018, n=241
Download our mobile app to rate this session!(Search “Digital Dealer” in the mobile app store)
![Page 32: What Matters to Millennials in 2019...AutoBuyersPath to Purchase, Google & comScore, 2017 1,768 new auto buyers within past 3 months, 18+ 2. Under the Hood: Mobile-First Auto Consumers,](https://reader035.vdocuments.site/reader035/viewer/2022063009/5fc150710b2164646431fd34/html5/thumbnails/32.jpg)
Download our mobile app to rate this session!(Search “Digital Dealer” in the mobile app store)
58%
41%
41%
39%
38%
38%
35%
32%
31%
28%
Buy or lease
What to do with existing vehicle
Locaton of dealersip
Exact dealership
Vehicle type
New or used
Car make
Ratings or awards
When to buy
Car model
"I thought I was certain about _______ but I later changed my mind"
![Page 33: What Matters to Millennials in 2019...AutoBuyersPath to Purchase, Google & comScore, 2017 1,768 new auto buyers within past 3 months, 18+ 2. Under the Hood: Mobile-First Auto Consumers,](https://reader035.vdocuments.site/reader035/viewer/2022063009/5fc150710b2164646431fd34/html5/thumbnails/33.jpg)
20%Less likely to say brand is important
24%More likely to say online reviews of the seller are important important
![Page 34: What Matters to Millennials in 2019...AutoBuyersPath to Purchase, Google & comScore, 2017 1,768 new auto buyers within past 3 months, 18+ 2. Under the Hood: Mobile-First Auto Consumers,](https://reader035.vdocuments.site/reader035/viewer/2022063009/5fc150710b2164646431fd34/html5/thumbnails/34.jpg)
Download our mobile app to rate this session!(Search “Digital Dealer” in the mobile app store)
say they're at least somewhat likely to switch brands for their next pickup – 18% higher than others
would consider another brand based on gas mileage - 60% more than others
78%
59%
![Page 35: What Matters to Millennials in 2019...AutoBuyersPath to Purchase, Google & comScore, 2017 1,768 new auto buyers within past 3 months, 18+ 2. Under the Hood: Mobile-First Auto Consumers,](https://reader035.vdocuments.site/reader035/viewer/2022063009/5fc150710b2164646431fd34/html5/thumbnails/35.jpg)
Download our mobile app to rate this session!(Search “Digital Dealer” in the mobile app store)
Millennials and... sedans?!
-39%
[SUV icon]
Expect sedans to raise in popularity – 33%more than others65%
+41%
[sedan icon]
![Page 36: What Matters to Millennials in 2019...AutoBuyersPath to Purchase, Google & comScore, 2017 1,768 new auto buyers within past 3 months, 18+ 2. Under the Hood: Mobile-First Auto Consumers,](https://reader035.vdocuments.site/reader035/viewer/2022063009/5fc150710b2164646431fd34/html5/thumbnails/36.jpg)
Download our mobile app to rate this session!(Search “Digital Dealer” in the mobile app store)
["HAVING FUN" ICON, I have no idea what that would be]
["SPECIAL CAR" ICON… gift bow maybe?]31%
21%
![Page 37: What Matters to Millennials in 2019...AutoBuyersPath to Purchase, Google & comScore, 2017 1,768 new auto buyers within past 3 months, 18+ 2. Under the Hood: Mobile-First Auto Consumers,](https://reader035.vdocuments.site/reader035/viewer/2022063009/5fc150710b2164646431fd34/html5/thumbnails/37.jpg)
Download our mobile app to rate this session!(Search “Digital Dealer” in the mobile app store)
They value the opinions of friends & family
22% [TALK TO FRIENDS AND FAMILY/NETWORK]
30% [FRIENDS AND FAMILY ICON]
72% [SOCIAL ICON]
![Page 38: What Matters to Millennials in 2019...AutoBuyersPath to Purchase, Google & comScore, 2017 1,768 new auto buyers within past 3 months, 18+ 2. Under the Hood: Mobile-First Auto Consumers,](https://reader035.vdocuments.site/reader035/viewer/2022063009/5fc150710b2164646431fd34/html5/thumbnails/38.jpg)
Download our mobile app to rate this session!(Search “Digital Dealer” in the mobile app store)
say they enjoy negotiating – 31% higher than others
say negotiating was one of the hardest parts -30% less than others
6%
54%
![Page 39: What Matters to Millennials in 2019...AutoBuyersPath to Purchase, Google & comScore, 2017 1,768 new auto buyers within past 3 months, 18+ 2. Under the Hood: Mobile-First Auto Consumers,](https://reader035.vdocuments.site/reader035/viewer/2022063009/5fc150710b2164646431fd34/html5/thumbnails/39.jpg)
Download our mobile app to rate this session!(Search “Digital Dealer” in the mobile app store)
• Be a partner in their search – help them get to the right conclusion
![Page 40: What Matters to Millennials in 2019...AutoBuyersPath to Purchase, Google & comScore, 2017 1,768 new auto buyers within past 3 months, 18+ 2. Under the Hood: Mobile-First Auto Consumers,](https://reader035.vdocuments.site/reader035/viewer/2022063009/5fc150710b2164646431fd34/html5/thumbnails/40.jpg)
Download our mobile app to rate this session!(Search “Digital Dealer” in the mobile app store)
Looking deeper: Millennial subsegments
![Page 41: What Matters to Millennials in 2019...AutoBuyersPath to Purchase, Google & comScore, 2017 1,768 new auto buyers within past 3 months, 18+ 2. Under the Hood: Mobile-First Auto Consumers,](https://reader035.vdocuments.site/reader035/viewer/2022063009/5fc150710b2164646431fd34/html5/thumbnails/41.jpg)
Download our mobile app to rate this session!(Search “Digital Dealer” in the mobile app store)
Millennial women
56%
56%
30%
Reliability
Budget fit
Fuel & maintenance costs
vs. 43% of men
vs. 45% of men
vs. 23% of men
% of Millennial women concerned with…
![Page 42: What Matters to Millennials in 2019...AutoBuyersPath to Purchase, Google & comScore, 2017 1,768 new auto buyers within past 3 months, 18+ 2. Under the Hood: Mobile-First Auto Consumers,](https://reader035.vdocuments.site/reader035/viewer/2022063009/5fc150710b2164646431fd34/html5/thumbnails/42.jpg)
Download our mobile app to rate this session!(Search “Digital Dealer” in the mobile app store)
Millennial men
69%
63%
57%
Are confident shoppers
Believe a car says a lot about its driver
Are auto-enthusiasts
vs. 55% of women
vs. 51% of women
vs. 27% of women
% of Millennial men who…
![Page 43: What Matters to Millennials in 2019...AutoBuyersPath to Purchase, Google & comScore, 2017 1,768 new auto buyers within past 3 months, 18+ 2. Under the Hood: Mobile-First Auto Consumers,](https://reader035.vdocuments.site/reader035/viewer/2022063009/5fc150710b2164646431fd34/html5/thumbnails/43.jpg)
Download our mobile app to rate this session!(Search “Digital Dealer” in the mobile app store)
Millennial parents
% of Millennial parents likely to…
67%
45%
27%
Be certain about body style
Budget fit
Fuel & maintenance costs
vs. 58% of non-parents
vs. 16% of non-parents
vs. 20% of non-parents
![Page 44: What Matters to Millennials in 2019...AutoBuyersPath to Purchase, Google & comScore, 2017 1,768 new auto buyers within past 3 months, 18+ 2. Under the Hood: Mobile-First Auto Consumers,](https://reader035.vdocuments.site/reader035/viewer/2022063009/5fc150710b2164646431fd34/html5/thumbnails/44.jpg)
Download our mobile app to rate this session!(Search “Digital Dealer” in the mobile app store)
Millennials without children
% of Millennials without children likely to…
67%
37%
28%
Find car-shopping stressful
Be making their first car purchase
Change their minds about brand
vs. 61% of parents
vs. 32% of parents
vs. 22% of parents
![Page 45: What Matters to Millennials in 2019...AutoBuyersPath to Purchase, Google & comScore, 2017 1,768 new auto buyers within past 3 months, 18+ 2. Under the Hood: Mobile-First Auto Consumers,](https://reader035.vdocuments.site/reader035/viewer/2022063009/5fc150710b2164646431fd34/html5/thumbnails/45.jpg)
Download our mobile app to rate this session!(Search “Digital Dealer” in the mobile app store)
High-income Millennials
22%
22%
12%
Something new
To treat themselves
Based on looks
vs. 15% of low-income
vs. 13% of low-income
vs. 6% of low-income
% of high-income Millennials purchasing…
![Page 46: What Matters to Millennials in 2019...AutoBuyersPath to Purchase, Google & comScore, 2017 1,768 new auto buyers within past 3 months, 18+ 2. Under the Hood: Mobile-First Auto Consumers,](https://reader035.vdocuments.site/reader035/viewer/2022063009/5fc150710b2164646431fd34/html5/thumbnails/46.jpg)
Download our mobile app to rate this session!(Search “Digital Dealer” in the mobile app store)
Low-income Millennials
33%
25%
16%
Prioritizing expect fuel & maintenance costs
Replacing a non-functioning vehicle
Fulfilling an urgent need
vs. 22% of high-income
vs. 19% of high-income
vs. 9 of high-income
% of low-income Millennials…
![Page 47: What Matters to Millennials in 2019...AutoBuyersPath to Purchase, Google & comScore, 2017 1,768 new auto buyers within past 3 months, 18+ 2. Under the Hood: Mobile-First Auto Consumers,](https://reader035.vdocuments.site/reader035/viewer/2022063009/5fc150710b2164646431fd34/html5/thumbnails/47.jpg)
Download our mobile app to rate this session!(Search “Digital Dealer” in the mobile app store)
Working with Millennials
• Present options, propose alternatives• Don't push your expertise too hard• Be ready for web forms, emails, texts
– and calls!• Use the opportunity to prepare for
their visit
![Page 48: What Matters to Millennials in 2019...AutoBuyersPath to Purchase, Google & comScore, 2017 1,768 new auto buyers within past 3 months, 18+ 2. Under the Hood: Mobile-First Auto Consumers,](https://reader035.vdocuments.site/reader035/viewer/2022063009/5fc150710b2164646431fd34/html5/thumbnails/48.jpg)
Share a takeaway from this session using #DD26
Download the Digital Dealer mobile app to rate this session!
GET SOCIAL
(Search “Digital Dealer” in your app store to download the free app)
Madison GrossDirector, Customer [email protected]