Snapchat has shared some new knowledge on rising traits in automobile buying habits amongst Snap customers, primarily based on analysis performed by Alter Brokers, which surveyed over 5,000 social media customers who’ve lately purchased a automobile, or are at the moment out there, throughout 5 key markets.
The information exhibits that Snapchat can play a big function in boosting auto model buy intent, primarily based on reputational and environmental issues, which might improve attraction with Snap’s viewers.
First off, the report seems on the various motivations for automotive purchases amongst totally different viewers classes.
As per Snap:
“An improved monetary state of affairs is the first driver for 44% of youthful buyers (Gen Z and Millennials) buying new automobiles, in comparison with 34% amongst Gen X. Youthful buyers are extra inclined to splurge on new automobiles in comparison with older generations, which is mirrored of their choice in the direction of luxurious manufacturers.”
That is attention-grabbing, in that the primary ingredient is clear (youthful customers purchase vehicles once they have the cash), however the second means that youthful audiences usually tend to lean in the direction of dearer automobiles. Which, I assume, additionally is smart, provided that youthful customers are extra eager about showcasing their standing. But it surely additionally appears a little bit counterintuitive, provided that older buyers would have extra money 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, with the intention to cut back environmental impression and lower your expenses on gas.
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 a much bigger impression 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 function 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 practically half of all buyers use these platforms particularly to get inspiration or suggestions.”
And Snapchatters, particularly, are utilizing the app to debate and interact with auto-related content material inside their buy journey:
These are some attention-grabbing notes, which counsel that social media, and Snapchat particularly, can play a key function in guiding automotive buy behaviors, in a variety of the way.
Which most likely wasn’t your first intuition. The youthful viewers skew of Snap wouldn’t make it a right away consideration for automobile advertising, particularly for luxurious automobiles, however the knowledge right here does align with youthful shopper traits, and the capability for Snap to showcase life-style and connection amongst mates.
Some attention-grabbing knowledge factors, which may help in your advertising method.
