An increasing number of younger buyers (29 years old and younger) are seeking a more engaging and seamless convergence between their online and offline vehicle-shopping experience, according to the J.D. Power 2018 Philippines Sales Satisfaction Index (SSI) Study,SM released today. These younger buyers are more satisfied when they use a combination of both online channels, such as the website, and offline channels, such as visits to dealerships when purchasing a vehicle.
The study finds that this group of customers are active both online and offline when researching their vehicle purchase. When searching for a vehicle, nearly 60% of shoppers 29 years and younger use the internet vs. 43% of those 30 years and older. Additionally, 80% of younger buyers compare prices from different dealerships online vs. 68% of older buyers. When interacting with the dealer, 63% of younger buyers contact a dealership directly to schedule an appointment vs. 54% of older buyers. At the dealership, 28% of younger buyers engage with a staff member with deep product knowledge, such as product specialists, compared with 20% of older buyers. In addition, 81% of younger buyers take a test drive vs. 80% of older buyers.