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May272010

Millennials “Car dealers actually make process of buying car harder, not easier” says Microsoft-commissioned survey

According to a Microsoft survey conducted by Wakefield Research, which explored car-buying habits of million Millennials generation, “auto makers and dealers have a real opportunity to entice this vital generation into their dealerships, but have some work to do before they can meet the needs of Millennial buyers.”

Wakefield showcases “how car-buying habits have changed. On average, Millennials conduct 16 hours of research before making a car-buying decision, typically using an automotive company’s website (58%), auto sites such as MSN Auto (53%) and automotive blogs (28%). In eyes of many Millennials, dealer is irrelevant, with 70% believing that dealers actually make process of buying a car harder, not easier. “They aren’t going to dealer to find about car,” says Graff. “In 16 hours they become as educated about a car as 95% of salespeople in dealerships.” To take advantage of car buyers’ savvy, Graff says, auto makers and dealers should consider IT capabilities that Millennials like and embrace.”

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