A recent study by Polk Center for Automotive Studies found that Generation Y (18-30) tends to ignore traditional car advertising . An Associated Press article about the study said that some of today's young buyers make a new car purchase without the advice of friends or family.
The study concludes that young buyers aren't turning to traditional media like television, magazines and newspapers for the information. Lonnie Miller, managing director of the Polk Center, said auto companies need to explore new marketing techniques, such as podcasts, in order to reach young buyers over the Internet and through cell phones.
"Generation Y is tuning out traditional advertising and watching what they want when they want," Miller said in a statement. "Creating breakthrough content and developing relationships with customers through emerging media technologies will separate the winners from the losers in the next five years."
The study also found that first-time buyers are independent decision makers and rarely visit the dealers their parents last used. Sixty-five percent said they made their purchase with no influence from family or friends.
So where are they getting their information? 35% of young first-time car buyers said that the Internet was their most important information source. Parents came in second with 25% and friends third with 13%.
