One in five new vehicle buyers does not use the Internet

In a recent survey of 2,400 Canadians it was revealed that one in five new vehicle buyers does not use the Internet at any stage of their automotive path-to-purchase.

The majority of these buyers are over 35 years of age and have no children in the household.  A third of them are retired and have annual household incomes over $100,000.  Not surprisingly, they live in communities that are smaller; half live in communities less than 400,000 population and a third live in communities less than 100,000 population.

The best way to reach these buyers is clearly with traditional media; almost two thirds (72%) report reading newspapers on print and/or digital platforms.

More research on the automotive path-to-purchase is available here.