Young drivers least likely to buy car online, survey finds

Young drivers are the least likely to buy a car online, a new survey has shown.

According to a study by Experian, those aged 18-24 are the most reluctant to use the internet to purchase a vehicle, despite many people assuming the younger generation would be the most comfortable in completing sales online. Only one third of people in this age range said they would buy a car online, with the majority instead preferring to speak to friends, family or directly to dealers.

The findings show that there is still a reticence among car buyers to rely on the internet, although it remains an integral tool for initially drawing potential customers towards the business. For the dealerships themselves, they can use online services – such as those offered by ChoiceQuote – to obtain an online motor trade insurance quote, but it is still advisable that they then contact the expert brokers directly to talk through a potential policy to ensure they get the best deal on the cover they need.

More than 1,000 people took Experian’s survey, with 74 per cent saying they made their purchases through dealerships – both franchises and independent. Only one in 10 said they bought their car through a private seller, while just five per cent said they went to a car supermarket.

Andrew Ballard, principal consultant for Experian’s automotive business, commented on the findings: “Our research shows that the vast majority of those who bought from a dealer in the past would go back to a dealer for their future purchase.

“Clearly reputation and trust have a key role to play and the steps taken over the years by many motor retailers to build that trust are paying off. These dealers have also taken steps to recognise and understand not only who their customers are, but what they need, so they can provide them with information relevant for their needs.”