SAN FRANCISCO – Automotive marketing and advertising company Jumpstart Automotive Group released its latest shopper study on Monday, drilling deeper down into the behavior patterns of women and millennials as well as Asian and Hispanic shoppers.
While each of those demographics showed some unique characteristics, Libby Murad-Patel pinpointed what might be most important to dealerships on how to handle any customer who walks into the showroom or skims the store website with their computer or mobile device.
Murad-Patel, vice president of strategic insights and analytics for Jumpstart, explained that what’s generating so much shopper change is what she called the “accessibility of information.” She elaborated with Auto Remarketing after Jumpstart shared the study, which was completed in collaboration with Ipsos Connect and titled “Today’s Auto Shoppers: How They Research and Why Trust is So Essential in Winning Them Over.”
“Whether it’s literally doing a comparison of vehicles on your phone while you’re at the dealership or using social media to get recommendations and reviews, I think these are the big things that are changing the process,” Murad-Patel said. “Word of mouth has always been important. But the format that it’s in now has changed.
“Part of social media and its influence, they’ve made the consideration window an ongoing thing,” she continued. “We talk in this study about how people are always passively shopping. They’re always collecting information. That’s a little bit of a change. People who are in market are already coming in with a pretty good idea about the vehicles that are top of mind or a few brands that are top of mind. That’s because they’re constantly gathering. We’ve always seen other cars on the road.
“Now that we’re also seeing them in social media, we talk to a lot more people, either verbally or through a computer screen or mobile device, and we’re sharing a lot more information. Ultimately that’s building that constant consideration set. That’s helping to make that shopping window to be a little bit shorter because we’re already coming into market with what we’re considering.”
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