Young People Find It Hardest To Buy a Car Online

You might think that the younger generation who are accustomed to instant gratification would be quick to click on “buy”, but a recent survey by CDK Global Inc. found that younger customers were the ones who spent more time pondering their decision and also felt the most frustrated when shopping for a car.

The automotive retail technology company surveyed 1,100 car shoppers in the USA based on their demographic: Gen Z (ages 18 to 25); Millennials (25 to 40); Gen X (40 to 55); and Boomers (56 and over).

81% of the Gen Z wanted to “take (their) time and understand all of (their) options” while only 45% of the Boomers wanted to do the same. The Gen Zs wanted to first acquire various information pertaining not just to the vehicle, but also financing options and the amount of downpayment required.

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The youngest shoppers found it more difficult to buy a vehicle at a dealership, where they might work with a knowledgeable rep, but even harder still to do it online. The study surprisingly found that 22% of Gen Z buyers found it difficult to make their purchase online, compared to 5% of Millennials and 7% of Gen X buyers. The researchers suggested that this could be because many of the Gen Z generation are first-time carbuyers (56%) and therefore unfamiliar with the process of selecting a car.

And while the idea of buying a car online sounds like the way forward, 87% of the Gen Zs still bought it from a brick-and-mortar dealership, even if they had started the process online.

Before you start feeling any sympathy for these young car buyers, know that 39% of the Gen Z buyers surveyed went home with a luxury car and this number goes down with each older demographic. Only 12% of Baby Boomers bought a luxury vehicle. So, boo hoo.