Understanding and Monitoring Youth Brand Preferences and OEM Vehicle and Aftermarket Purchase Behavior

Harris Interactive’s AutoYOUTH is a bi-annual, multiclient study platform utilized to collect and analyze feedback from various youth groups concerning brand preference formation, early vehicle purchase influences and new vehicle purchase intention by segment and brand. AutoYOUTH is a joint effort between Harris Interactive’s Youth practice and its Automotive and Transportation research groups.

For this study, AutoYOUTH surveys over 3,000 U.S. panelists each year from its own Youth and Automotive Insights panels, particularly U.S. Generation Y-Millennial from ages 13-29:

• Ages 13-15 Influencer
• Ages 16-18 Early Driver
• Ages 19-22 Young Adult
• Ages 22-29 New Vehicle Purchaser

AutoYOUTH Key Findings

AutoYOUTH’s study design and survey was co-design with extensive OEM, advertising agency and supplier feedback. Thus far, advisor participation includes over 20 vehicle manufacturers, suppliers and advertising agencies.

The AutoYOUTH study answers the following critical questions:

• How much influence do teens and young adults exert on family vehicle purchase decisions?
• How are brand preferences formed with teens and young adults?
• What is their brand experience to date with new and used vehicles?
• What key life-stage events effect new vehicle purchase decisions?
• What role do parents play in a young adult’s vehicle purchase decision?
• What segments or vehicle types are preferred by each age group?
• What features/content are young adults willing to purchase from dealers? From aftermarket?
• What percentage is DIY (do it yourself) vs. DIFM (do it for me)?
• To what degree does personalization play into their vehicle purchase decision?
• What financial terms – purchase vs. lease do they prefer?
• How tech savvy are these teens and young adults?
• What level of interest do they have in "tuned", customized or special version vehicles?

Specialized Customization

AutoYOUTH’s flexible Internet-based study platform also allows clients to insert specialized, proprietary questions into this annual study to gain insights into proprietary topics, products and marketing strategies. Specialized follow-up studies are also available to leverage existing AutoYOUTH groups like Influencers, Early Driver, Young Adult and New Car Buyer respondents.

Contact Us

For more details on automotive and transportation research products and services contact us at info@harrisinteractive.com or call 877.919.4765.