Jumpstart Automotive & Ipsos Connect Unveil Latest Auto Shopper Study Showing How Demographic Audiences Research And Purchase Vehicles

Millennials More Interested Than We Thought; Mobile Devices Center of In-Car Infotainment

Wednesday, June 29, 2016

SAN FRANCISCO – Jumpstart Automotive Group, an expert automotive marketing and advertising company, today 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.”

These are findings from an Ipsos poll conducted March 9th to March 21st, 2016 on behalf of Jumpstart Automotive Group. For the survey, a sample of 1,014 US adults ages 18-64 was interviewed online. To qualify, respondents needed to earn at least $30,000 in annual household income, and have purchased a vehicle in the past year, or intend to purchase a vehicle in the next six months. The precision of online polls is measured using a credibility interval. In this case, the survey has a credibility interval of plus or minus 3.5 percentage points.

Additional information including the full press release and methodology is available for download on the right side of the page.

For more information on this news release please contact:

Steve Kraus
Senior Vice President
US Connect
415.293.9711
steve.kraus@ipsos.com

Joel Solinski
Director
US Connect
646.313.6117
joel.solinski@ipsos.com

About Ipsos

Ipsos ranks third in the global research industry. With a strong presence in 87 countries, Ipsos employs more than 16,000 people and has the ability to conduct research programs in more than 100 countries. Founded in France in 1975, Ipsos is controlled and managed by research professionals. They have built a solid Group around a multi-specialist positioning – Media and advertising research; Marketing research; Client and employee relationship management; Opinion & social research; Mobile, Online, Offline data collection and delivery -. Ipsos has been listed on the Paris Stock Exchange since 1999.

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The company is part of the SBF 120 and the Mid-60 index and is eligible for the Deferred Settlement Service (SRD).

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Jumpstart Automotive & Ipsos Connect Unveil Latest Auto Shopper Study Showing How Demographic Audiences Research And Purchase Vehicles

Downloads PDF

Press Release

Contact

Steve Kraus
SVP, Chief Insights Officer, US
Ipsos Connect
+1.415.293.9711
steve.kraus@ipsos.com
Joel Solinski
Director
Ipsos Connect
646-313-6117
Joel.Solinski@ipsos.com