A six-country study by market research group GfK found the automotive industry should focus on Gen Y and its love of technology, to help encourage new car purchases amongst wider demographics.
The company says the auto industry should care about this age group because the upper band of Gen Y drivers — those aged 25-34 — are heavier drivers than other demographics, with 75 per cent of Gen Y drivers in developed markets and 79 per cent in developing ones saying they are likely going to purchase their own car in about five years.
Across Germany, U.K. and the U.S., 46 per cent of drivers up to age 34 found the idea of a fully integrated in-car entertainment system “very” or “extremely” appealing, and so did 55 per cent of that age group in Brazil, China and Russia.
GfK also found that Gen Y drivers aspire to certain feelings when driving, which is something connected cars can tap into. In Germany, U.K. and the U.S., 20 per cent of drivers up to age 34 are more likely to want to feel “proud” whilst driving, compared to only 10 per cent of those aged 45 and over.
“These factors combine to make Gen Y drivers an attractive audience for Connected Cars — especially as they approach the age at which people tend to become new car buyers,” said Frank Hartl, Global Automotive Lead, GfK, in a press release.
“The industry needs to encourage this group by finding ways to let Gen Y drivers experience Connected Cars now — and that means outside of the immediate purchase cycle — so that they discover that these cars deliver the emotions of excitement and pride they aspire to.”
GfK conducted online interviews with 6,000 consumers who hold a driver’s license aged 16 and over, across Brazil, Russia, China, Germany, U.K and the U.S.
