Three in four young people would rather give up social media for a day than their car and 72% agree they would rather give up texting for a week than their car, according to a research study from MTV, a division of Viacom. Findings from the study, “Millennials Have Drive,” were discussed at the National Automobile Dealers Association (NADA) Convention and Expo 2015.
Contrary to recent studies that indicate driving is on the decline amongst young people, MTV reports that eight in 10 Millennials get around most often by car as opposed to any other form of transportation.
Young people also claimed to drive more miles per month than any other generation with a self-reported 72% increase in the average number of miles driven versus Boomers (934 miles vs. 544 miles) and an 18% increase versus Gen X (934 miles vs. 790 miles), according to the study.
“The insights gleaned from this first auto study show a generation that emphasizes car ownership and the critical role it plays in their day-to-day lives,” said Berj Kazanjian, senior vice president, ad sales research, MTV. “Millennials, like other generations, see car ownership as a way to establish independence, but Millennials also see car ownership as a way to craft their unique adult identity.”
The study also found that 70% of surveyed Millennials said they “like driving a lot” versus 58% of Boomers and 66% of Gen Xers. The study also found that:
- 82% of Millennials find buying/leasing a new car exciting.
- Three in four young people feel like they couldn’t live without their current car
- 85% of Millennials are looking forward to one day owning the car they’ve always wanted versus 59% of Boomers and 72% of Gen Xers.
- 73% of young people love learning about new car models and functions versus 69% of Boomers and 54% of Gen Xers
While sentiment toward car ownership is positive, surveyed Millennials also offered frustrations with some of the traditional practices of the automotive industry. Eight in 10 young people surveyed believe the process of buying or leasing a car should take less time. Eighty-seven percent of surveyed young people said that the buying process should be more transparent.
Surveyed Millennials reported that they see their car as an extension of themselves. Eighty-seven percent of surveyed young people said that they enjoy customizing the things they own; 73% of surveyed young people said that it’s important their car reflect who they are.
When it comes to advertising, 57% of surveyed young people said that car advertisements influence their purchasing decisions.
The study was fielded in the spring of 2014 and included quantitative research of 3,610 Millennials ages 18-34, 400 Gen Xers and 403 Boomers, as well as qualitative field studies, focus groups and one-on-one interviews, according to MTV. The results represent the first wave of research coming from Viacom’s brands in the car category. A second automobile study will be released later in 2015.
