How ready will the next generation of car buyers be to jump into a driverless car? Will the shared economy make car ownership obsolete? Ketchum surveyed nearly 1,000 16- to 24-year-olds on the future of technology to find out.
Our study shows that America’s longstanding love affair with cars and driving shows no signs of stalling out - 92 percent of next-generation car buyers either already own a car or plan to buy one. And in what may be a reality check for the automotive and technology industries, this upcoming generation of car buyers is not yet bought into the concept of self-driving cars.
The results provide clear signposts on how to appeal to these next-gen car buyers. Among the key findings:
- Fewer than 1 in 4 16- to 24-year-olds see themselves buying an autonomous vehicle
- More are worried (39 percent) than excited (29 percent) about self-driving technology; in fact, more (35 percent) are excited about flying cars
- Just 18 percent think their next vehicle is more likely to be made by a technology company than a traditional car maker
The study tapped a subset of two generations (younger millennials and older Gen Z) who share many firsts, from getting their driver’s license to buying their first car; Ketchum has identified them as the GenZennial microgeneration. In order to help marketers and technologists better understand, design products for, and communicate with the estimated 39 million GenZennials in the U.S., the study also identifies four distinct personas.
To view the full report, which will be released later this April, register on the top right of this page. To learn more about the four kinds of next-gen riders, download the infographic on the right.