Today's Auto Shoppers: How They Research And Why Trust Is So Essential In Winning Them Over

Purchasing a vehicle is a big decision, one that requires both a significant financial commitment and many hours of research. People are constantly cycling in and out of market depending on where they are in their life stage (shifts in income, age, change in family size or length of commute), which can greatly impact how they shop. To better understand their mindsets, Jumpstart commissioned global research firm, Ipsos Connect, to uncover shoppers' underlying motivations, opinions, and sources of information they trust most during the research process. Through qualitative research (focus groups and one-on-one interviews in Houston, Texas and Sacramento, California), then quantifying—with measurable data—those findings through a series of national online surveys, this study provides a look at general trends and addresses some of the fundamental differences among these key demographics.

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