Kiosks, self-service could help auto makers draw young buyers

REDMOND, Wash — While 91 percent of young automobile shoppers would prefer to visit a dealership in person, 52 percent would rather use self-service kiosks or mobile devices than talk to a person.

According to a news release, the study "Millennials in Automotive Survey 2009," conducted by Washington, D.C.-based KRC Research, suggests that technology may be the key to engaging the estimated 80 million people of the "millennial generation" — those born between 1981 and 2000 — as automotive consumers.

Of those surveyed, 89 percent said they will compare products, services and rates on company Web sites, while large percentages of millennials report they will seek advice from third-party consumer Web sites (65 percent), third-party consumer blogs (45 percent), friends or colleagues via social networking sites (61 percent), and friends and family (87 percent).

Beyond the Web, millennials in the survey reported wanting to interact with automakers through IM (56 percent) and other popular high-tech channels. For example, 74 percent want to be able to visit automotive company-hosted blogs to post concerns or ask questions; 52 percent want to get mobile alerts regarding new car releases, price drops and more; and 44 percent sought to network with other auto enthusiasts through automotive company-supported social networking sites, Facebook or MySpace groups.