When it comes to researching and buying a car, CPO buyers are all about being informed and getting their questions answered before making a decision, according to the 2019 CarGurus Buyer Insights Report. They spend hours researching and comparing their options, relying on online resources and experts to give them the confidence they need to purchase a vehicle.
In a market where customer expectations are evolving rapidly and the shopping journey continues to become more disconnected, CarGurus has remained steadfast in its goal: building the world’s most trusted and transparent automotive marketplace—and it’s working. CarGurus is now the most visited and most used car shopping site in the US.*
Digital marketing provider Netsertive released a study last week that confirmed several trends in car shopper behavior:
We saw considerable strength in the auto market in 2016. Helped by record-breaking new-car sales, the OEMs generated billions of dollars in profit.
Yet these impressive figures mask the reality of auto retail at the dawn of 2017. Not only did new-vehicle incentives grow as 2016 wore on, but shoppers bought more certified pre-owned vehicles – and used vehicles – than ever before.
Perhaps you’ve heard that crossovers – Honda CR-Vs, Ford Escapes, Chevrolet Equinoxes, et al. – are now the nation’s most popular new-vehicle segment.
Turns out, their popularity extends to the used market, too.
While the internet is moving towards mobile – and this holds true at CarGurus, which gets 62% of its user traffic from smartphones – desktop computers aren’t going away.
After all, people still prefer desktops for making purchases. Sixty-six percent of online consumer spending happens on PCs.
Auto shoppers continue to rely on desktops, as well. So let’s take a closer look at desktop use on CarGurus. How does the CarGurus user base split between Windows and Mac? The answer may surprise you.
The CarGurus platform handles more than 20 million unique visitors every month, and hundreds of thousands of those people submit leads via email or phone. That gives us a unique level of insight into what auto shoppers are interested in – and where in the country they are most active.
For this lead-gen report, let’s take a look at regional lead data to identify which cities have the most engaged digital auto shoppers.
We recently explored auto buying habits for younger Millennials – those just out of college. Contrary to much of what has been reported in the media, these young people are interested in buying cars and trucks.
It may be the case that passing a major “life milestone” (i.e., graduating from college) is what spurs young shoppers to start searching for a car. With that in mind, it’s interesting that older Millennials, those aged 25 to 34, also appear to be jumping into the market.
If you use a smartphone, odds are you’re either a die-hard iPhone fan or a committed Android user. Other operating systems have come and gone in the past decade, but iOS and Android now split about 98% of the US smartphone market.
What you may not expect is that the two OSs are the most popular platforms for accessing CarGurus.com – even more so than Windows or Mac OS.
But they are, and by a wide margin.
A lot has been made of Millennials’ ambivalence about buying cars, and it may be true that young people are getting driver’s licenses later than past generations. Just-released data shows that the number of 16-year-old licensed drivers is at an 50-year low.
But among older Millennials – people in the 25-34-year-old range – interest in car ownership appears to be growing.