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
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
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
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
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:
Senior Vice President
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