Young shoppers use dealers as primary source of information

Young shoppers use dealers as primary source of information

Despite popular perception, auto buyers younger than 35 use dealership salespeople, not social media, as their primary source of information when researching a vehicle purchase. Thatês according to the most recent annual survey of new car buyers by MaritzCX.

The other top sources were friends and family, consumer guides, automakersê websites and published safety ratings from the Insurance Institute for Highway Safety and the National Highway Traffic Safety Administration. Only 0.7 percent of those surveyed said mobile apps were an important source.

–Salespeople should use that technology as an enabler,” Chris Travell, MaritzCX vice president, automotive research group, told the Detroit News. –Itês the personal interaction that customers are still looking for; people buy from people.”