CDK Global Study Finds Gen Z Car Shoppers Spend More Time Researching and Find Purchase Process More Difficult Than Older Generations
- 81% of Gen Z survey respondents say they want to take time to understand their options, where older buyers would rather finish the process quickly.
- Gen Z shoppers report they experience more problems compared to Baby Boomers, including 45% of Gen Z frustrated with waiting on a salesperson and 52% with additional fees.
- Gen Z shoppers are the least likely to recommend their dealership experience to a friend with a net promoter score of just 32 compared to 49 for Millennials and 53 for Baby Boomers.
In a recent survey, CDK asked more than 1,100 shoppers of all ages who recently purchased a vehicle about the car-buying experience. It found Gen Z respondents, most of whom were buying their first car (56%), were least likely to recommend their dealership experience than older generations with a net promoter score (NPS) of just 32, compared to an NPS of 49 for Millennials and 53 for Baby Boomers.
With Gen Z most interested in understanding all their options (81%) compared to Millennials (73%), Gen X (60%) and Baby Boomers (45%), the need for education—both online and from a knowledgeable representative at the dealership—proves to be critical.
The survey results also show deeper insights into Gen Z car shoppers, such as:
- They found it more difficult to buy a car online (22%) than any other generation.
- Waiting on a salesperson ranked near the top of their list of friction points at the dealership, and 45% ranked it as the most frustrating part of buying a car.
- They were much more likely to buy luxury brands (39%) compared to Millennials (29%), Gen X (27%) and Baby Boomers (12%).
“Buying a car is much more complex than buying a smartphone. Consumers are presented with seemingly endless options like trim levels, stand-alone features, accessories, service packages, financing and insurance,” said
For more information on this survey, including additional generational insights on car shoppers, download the white paper here.
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