Snapchat has shared some new knowledge on rising traits in automobile buying conduct amongst Snap customers, based mostly on analysis carried out by Alter Brokers, which surveyed over 5,000 social media customers who’ve just lately purchased a automobile, or are at present available in the market, throughout 5 key markets.
The information exhibits that Snapchat can play a big position in boosting auto model buy intent, based mostly on reputational and environmental issues, which may improve enchantment with Snap’s viewers.
First off, the report appears on the various motivations for automotive purchases amongst completely different viewers classes.
As per Snap:
“An improved monetary scenario is the first driver for 44% of youthful consumers (Gen Z and Millennials) buying new automobiles, in comparison with 34% amongst Gen X. Youthful consumers are extra inclined to splurge on new automobiles in comparison with older generations, which is mirrored of their desire in the direction of luxurious manufacturers.”
That is fascinating, in that the primary aspect is apparent (youthful customers purchase automobiles once they have the cash), however the second means that youthful audiences usually tend to lean in the direction of dearer automobiles. Which, I suppose, additionally is smart, provided that youthful customers are extra taken with showcasing their standing. Nevertheless it additionally appears somewhat counterintuitive, provided that older consumers would have more cash to spend on automobiles, however youthful drivers are extra eager to spend.
As you may see within the above graphic, youthful customers are additionally extra eager to purchase electrical automobiles, with a view to scale back environmental affect and get monetary savings on gasoline.
And Snapchatters, particularly, usually tend to purchase an EV – 1.2x extra more likely to be exact.
The information additionally exhibits that extra automobile consumers at the moment are contemplating making a purchase order on-line, which can be altering the invention and evaluation course of.
Digital showrooms and on-line promotions are having an even bigger affect on this sense, with a rising variety of automobile consumers conducting their analysis on-line earlier than shopping for.
And social platforms play a key position inside this:
“Over 60% of car-buyers use social media throughout their automobile shopping for journey, a determine that jumps to 74% amongst Gen Z. And almost half of all consumers use these platforms particularly to get inspiration or suggestions.”
And Snapchatters, particularly, are utilizing the app to debate and have interaction with auto-related content material inside their buy journey:
These are some fascinating notes, which recommend that social media, and Snapchat particularly, can play a key position in guiding automotive buy behaviors, in a variety of the way.
Which in all probability wasn’t your first intuition. The youthful viewers skew of Snap wouldn’t make it an instantaneous consideration for automobile advertising and marketing, particularly for luxurious automobiles, however the knowledge right here does align with youthful shopper traits, and the capability for Snap to showcase way of life and connection amongst mates.
Some fascinating knowledge factors, which may help in your advertising and marketing strategy.
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