Car-Shopping Millennials Are Busting Gender Stereotypes, Says Edmunds.com Study
Redefined gender roles underscore the need for personalized car-shopping experiences
Santa Monica, CA — October 25, 2016 — The notion that women are “damsels in distress” and that men are the confident decision-makers has been a persistent car-shopping stereotype.
But new research from Edmunds.com, the leading car information and shopping network, reveals that these antiquated generalizations don’t reflect the attitudes and behaviors of today’s car-shopping millennials, and are becoming more archaic as this generation makes up a bigger portion of car buyers. The revelation is one of many important findings from Edmunds’ Car Shopping and Gender Report, released today.
According to the study of 3,000 U.S. adults ages 18-65 commissioned by Edmunds and conducted by the research firm Hypothesis, more than 70% of both men and women feel self-assured during the car buying and negotiating process. However, when broken out by generation, Edmunds found that millennial men and women are more alike in their feelings towards car shopping than Gen X’ers and baby boomers.
For example, when asked if they believe if women are equal or better than men at car shopping, 64% of millennial women and 54% of millennial men agreed. When baby boomers were asked the same question, 67% of women agreed while only 48% of men did, resulting in an opinion gap nearly twice as large.
“The world where millennials grew up was very different than that of older generations. For many, both parents worked and financial decisions were made equally, which is reflected in their different attitudes about gender roles in car shopping,” said Jessica Caldwell, executive director of industry analytics at Edmunds. “Millennials are poised to become the predominate consumption group in the automotive industry, making it key that automakers, dealers, and marketers understand how their perceptions are changing the way consumers approach car buying.”
Other noteworthy differences between millennials and older generations include:
- Millennial men are more likely than older men to believe that women are equally or more logical than men during the car shopping process. There was a 15 percentage point gap in gender opinion for millennials (59% of men vs. 74% of women), compared to a 27-point gap among Generation Xers (52% of men vs. 79% of women).
- Millennial men and women feel nearly equal levels of self-assurance and empowerment during the car shopping process, with a gap of only 1% and 2% respectively between the genders. This gap widens within the older generations, to 8% for Gen Xers and 14% for boomers.
- When it comes time to close the deal and purchase the vehicle, millennial men are more confident in women than men in older generations. Sixty percent of millennial men say that women are stronger negotiators versus 50% of Gen X men and 49% of boomer men.
Even as the gap between genders is getting smaller by generation, there are still nuanced differences that drive home the need for personalized car shopping experiences. Across the entire population, while more women feel assured that they made the right purchase than men (80% of women vs. 75% of men), 30% of female respondents stated that they didn’t know where to start the ca-shopping process, compared to just 18% of men. Additionally, 67%t of all women wish there was a faster, more efficient way to shop for a car, compared to 57% of all men.
“Gender inequality has been in our society for a very long time,” said Lacey Plache, chief economist at Edmunds. “Shifting gender roles have been a main catalyst for lowering gender inequality, but this change is still in motion and the differences aren’t fully dissolved yet. As this continues to decrease on a societal level we’ll see its impact manifested in major industries like automotive, but until gender inequality is completely gone, the old fashion notion that men control the garage will still linger.”
The survey also showed differences within each gender based on the needs of individual shoppers during the different stages of their process. For example, a millennial female who is a luxury buyer has a different set of needs than a Gen X nonluxury buyer. This finding is supported by Edmunds’ site engagement data, which reveals that men and women both engage in similar shopping activities, such as new inventory search and dealership research.
“With amount of consumer data available to us, we’re no longer forced to look at shoppers under the lens of these over-generalized stereotypes,” said Michelle Shotts, senior director of customer insights at Edmunds. “As more research continues to debunk these outdated assumptions, there is no excuse why automakers, dealers and marketers can’t begin to engage with car shoppers on a highly personalized, individual level.”
To see the full report and additional information about the survey, visit Edmunds’ Industry Center.
About the Methodology
The survey was conducted in July 2016 and polled 3,129 U.S. adults ages 18-65, and included a mix of respondents who recently bought a car within the past year, or who intended to within the next six months.
Data was weighted to reflect the national representation among adults 18-65. All significant differences noted at 95% level of confidence.
Car-shopping destination Edmunds serves millions of visitors each month. With Edmunds.com Price Promise®, shoppers can buy smarter with instant, upfront prices for cars and trucks currently for sale at 10,000 dealer franchises across the U.S. Shoppers can browse not only dealer inventory, but also vehicle reviews, shopping tips, photos, videos and feature stories on both Edmunds’ wired site and on its acclaimed mobile apps. Regarded as one of the best places to work in Southern California, Edmunds.com was also named one of “The World’s Top 10 Most Innovative Companies of 2015 in Automotive” by Fast Company. The company is based in Santa Monica, California, and has a satellite office in downtown Detroit, Michigan, but you can find Edmunds from anywhere on YouTube, Pinterest, LinkedI
Hypothesis is a full-service research and consulting agency headquartered in downtown Los Angeles since 2000, with a second office located in Seattle. We work with clients in a variety of industries including entertainment, consumer packaged goods, automotive, apparel retail, and QSR. Using a variety of qualitative and quantitative techniques, and our in-house analytics and design teams, Hypothesis conducts research for a wide variety of Fortune 500 companies in the U.S. and globally. For more information visit www.hypothesisgroup.com.