Shopper Types Research
AutoTrader.com conducted this study to identify segments among vehicle shoppers and to understand the key characteristics that differentiate each segment. A total of 2,000 interviews were collected among consumers currently shopping for a vehicle.
If you have questions regarding this study or would like more information, please contact your AutoTrader.com Account Executive.
- Key Takeaways:
1 in 4 vehicle shoppers are considered to be “Cautious”. This type of shopper takes as much time as they need to find the right vehicle because for them it is a long-term purchase. This slow pace is a result of their lack of interest in shopping at all. For them, it is a chore.
Other shopper types include “Averse” (19% of all shoppers), “Pragmatic” (17%), “Confident” (17%), “Enthusiastic” (14%), and “Discerning” (7%).