| 6 hours ago
If Ford, Honda or Jeep knew a potential customer stopped at a Burger King on the way home from the dealership, would that help them sell cars? Snapchat thinks so.
A new report released by the messaging app highlights how location data can show the trends and relationships between its users and the auto-buying experience.
The report, published in partnership with the location data company Factual, provides a glimpse into what car buyers—and Snapchat users—are thinking when it comes to purchasing an automobile.
Considering that Snapchat boasts of reaching 90% of all people aged 13 to 24 and 75% of all people aged 13 to 34 in the U.S., the report’s findings are significant, since these age groups make up the largest population of new car registrations at 32.4%, according to consumer reporting agency Experian. (Of course, a big caveat is that 13-year-olds are not buying cars.)
When compared to the general public, Snapchat users are more open-minded car customers and aren’t committed to a specific brand as likely first-time buyers. Snapchat users are more likely to visit multiple dealerships, take more test drives, and are more likely to consider a broader set of auto brands.
For Snapchat, the location data provides the ability to reach the right people at the right time.
“Foot traffic is one of the strongest identifiers of interest as a potential buyer, especially for the auto industry,” said Ariana Battle,
Read more here: https://www.adweek.com/brand-marketing/snapchat-study-gives-insight-into-the-next-generation-of-car-buyers/