Car buyers increasingly receptive to social media advertising

Two fifths of car buyers are receptive to relevant advertising on social media to influence their purchase decision, according to research by Marketing Delivery.

In a survey completed by 1,000 UK car buyers, 40% either ‘completely agree’ or ‘somewhat agree’ they would engage with social media advertising to influence their buying decision.

This marks a significant increase from 2022, when just over a quarter (26%) of prospective car buyers agreed with the same statement. 

Receptiveness to social media advertising is most prevalent among younger car buyers, with 59% of 17- to 25-year-olds agreeing with the statement, compared to 17% of those aged 66 to 75 years old. 

Driving enquiries over the festive period

Marketing Delivery’s own research highlights the importance of maintaining digital marketing activity to drive enquiries for new and used cars over the festive season and into the New Year.

The company evaluated consumer activity on the websites of motor retailers across the UK and identified all those in its sample that experienced increases in traffic, month-on-month, during the final week of December 2023.

In one instance, this increase topped 126% thanks to the retailer’s adoption of automated email and social media campaigns to support sales activity over the Christmas period. 

This momentum in activity continues into the New Year, with enquiries for new and used cars increasing sharply – on average by 49% – during the first week of January 2024 compared to the final week of December 2023 among Marketing Delivery’s clients.  

Jeremy Evans, chief executive at Marketing Delivery, said: “Motor retailers need to plan for the significant increase in digital activity over the festive and New Year period, when many consumers spend more time online looking for offers and incentives.

“With many retailers scaling back their staffing levels, digital tools can shoulder the burden of engaging with prospects proactively and reactively, and channelling leads for conversion by sales teams in the New Year.”