Snapchat has shared some new information on rising traits in automotive buying conduct amongst Snap customers, primarily based on analysis performed by Alter Brokers, which surveyed over 5,000 social media customers who’ve not too long ago purchased a automotive, or are at present out there, throughout 5 key markets.
The information exhibits that Snapchat can play a major function in boosting auto model buy intent, primarily based on reputational and environmental issues, which may improve attraction with Snap’s viewers.
First off, the report appears on the various motivations for automotive purchases amongst totally different viewers classes.
As per Snap:
“An improved monetary scenario is the first driver for 44% of youthful buyers (Gen Z and Millennials) buying new autos, in comparison with 34% amongst Gen X. Youthful buyers are extra inclined to splurge on new autos in comparison with older generations, which is mirrored of their choice in the direction of luxurious manufacturers.”
That is fascinating, in that the primary component is clear (youthful customers purchase vehicles after they have the cash), however the second means that youthful audiences usually tend to lean in the direction of dearer autos. Which, I suppose, additionally is smart, on condition that youthful customers are extra eager about showcasing their standing. However it additionally appears a little bit counterintuitive, on condition that older buyers would have more cash to spend on vehicles, 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 vehicles, in an effort to scale back environmental impression and lower your expenses on gas.
And Snapchatters, specifically, usually tend to purchase an EV – 1.2x extra prone to be exact.
The information additionally exhibits that extra automotive consumers at the moment are contemplating making a purchase order on-line, which can also be altering the invention and evaluation course of.
Digital showrooms and on-line promotions are having a much bigger impression on this sense, with a rising variety of automotive consumers conducting their analysis on-line earlier than shopping for.
And social platforms play a key function inside this:
“Over 60% of car-buyers use social media throughout their automotive shopping for journey, a determine that jumps to 74% amongst Gen Z. And practically half of all buyers use these platforms particularly to get inspiration or suggestions.”
And Snapchatters, specifically, are utilizing the app to debate and have interaction with auto-related content material inside their buy journey:
These are some fascinating notes, which counsel that social media, and Snapchat specifically, can play a key function in guiding automotive buy behaviors, in a variety of how.
Which in all probability wasn’t your first intuition. The youthful viewers skew of Snap wouldn’t make it an instantaneous consideration for automotive advertising and marketing, particularly for luxurious autos, however the information right here does align with youthful shopper traits, and the capability for Snap to showcase way of life and connection amongst associates.
Some fascinating information factors, which might help in your advertising and marketing strategy.
