The time has come—Millennials are ready for car ownership. They’re past their college years, getting married, earning good salaries, and considering moves outside of urban areas. If you’re an automotive marketer and still think of Millennials as teens who only use ride-sharing services, this Placed Research report is for you.
Millennials are actively shopping for vehicles, and using ride-sharing apps as a supplement to car ownership
By integrating Placed’s large-scale business visitation data with 1st-party automotive shopping surveys, we validated that Millennials are shopping at dealerships and taking test drives.
Millennials account for 1 in every 5 visits to dealerships.
1 in 3 Millennial dealership visits is a shopping visit.
Millennial auto shopping visits over-index for Lyft and Uber app installs.
Although Millennials are ready to buy cars, the study also shows that Millennials shop differently. Fortunately, their real-world behavior—day of the week, time of day, business affinities—follows consistent patterns that can be used for optimizing marketing programs and ad campaigns to drive more Millennials to shop and test drive at dealerships.
Experienced roadtrippers make sure that their vehicles are in tip-top shape. They shop for tires before hitting the road, so they can wander without worry. And where do they rest? The most popular lodging for July tire shop visitors are Motel 6, Econo Lodge, and America’s Best Value Inn & Suites.
Extreme planners know how to find the shortest oil-change wait times — in July, Sundays and Wednesdays were the best days to visit Oil & Lube shops, with 20-30% less total visitation than Mondays, Tuesdays, and Fridays.
And don’t forget about grabbing snacks and fueling up — 7-Eleven had the highest July visit share in the Gas and Convenience Store category, followed closely by Shell.
More road trip highlights in the infographic below (click to enlarge).