New global research from Snap, Havas Media Network, and market research consultancy Alter Agents shows the auto purchase journey has shifted online, with social as a key driver. According to the report, younger shoppers are driving rapid change in how vehicles are discovered, evaluated and bought. The study surveyed more than 5,000 social media users who recently bought a car or are currently looking to purchase across five key markets, including the United States, the United Kingdom, Germany, Norway and Saudi Arabia.
The findings show that 9 in 10 shoppers use digital sources during their shopping journey, and Gen Z buyers are increasingly willing to purchase a vehicle entirely online. Half of Gen Z respondents reported that their most recent car purchase took place online, signaling a major break from traditional dealership-first experiences.
Exponential Growth of Online Car Shoppers
Michelle LeFevere, vertical lead, auto and travel at Snapchat, said, “These findings matched the broad trends I am seeing regarding how advertisers are leaning into Snapchat. But it’s the scale at which these trends are accelerating that really surprised me. I think this speaks to how far digital innovation has gone to provide customers with the information they need.”
Additional findings from the study:
- Social platforms now shape core decisions: Sixty-seven percent of car buyers use social media during their vehicle search, rising to 74% among Gen Z. Snapchatters are 1.7 times more likely than non-Snapchatters to purchase a vehicle after seeing it on social.
- Creators influence awareness and consideration: Sixty-nine percent of younger shoppers who use social media say creators make them more aware of vehicle brands, and 63% say creators make them more likely to consider a specific model.
- Younger buyers are redefining preferences: Eighty-five percent of Gen Z shoppers are considering luxury brands, and 81% of Gen Z and Millennials are considering electric or hybrid options. Their interest is driven by saving money on fuel, new technology and smoother driving experiences.
- Augmented Reality (AR) is becoming a key evaluation tool: Two in five shoppers have used AR while researching vehicles, and 43% of non-users say they would like to. Snapchatters are 2.3 times more likely than non-Snapchatters to use AR during vehicle exploration.
“Our findings reveal a marked generational shift in how vehicles are researched and evaluated,” said Heather O’Shea, chief research officer at Alter Agents. “Digital channels are now the primary source of information, and social platforms play an outsized role in shaping consideration. The study highlights how these behaviors are accelerating across markets.”
For more information on the report, visit forbusiness.snapchat.com/blog/road-to-purchase.