What’s The Real Story?

For decades, the story went that only younger generations leaned on digital when buying cars. Gen Z, after all, are the digital natives; Millennials grew up online too. But that narrative misses the bigger picture: digital-first research is now the baseline for everyone.

Experian reports show that up to 90% of consumers begin their car-buying journey online. Yes, younger buyers are slightly ahead, but Boomers aren’t far behind. The shift isn’t just about swapping out magazines for websites, it’s about how online tools now shape decisions long before anyone steps onto a forecourt.

Our Experiences

At Ebbon Intelligence, we’ve observed this convergence first-hand. Whether you’re 19 or 69, the path is remarkably similar: a heavy dose of digital research, cross-checking specifications, finance calculators, reviews, and stock availability. Dealership visits often come much later, sometimes not at all.

This convergence matters because it tells us the “generational divide” in buying behaviours is overstated. The real driver is technology. Buyers of all ages want transparency, clarity and the ability to explore options on their own terms.

For retailers and marketers, the message is clear. Don’t pigeonhole by age. Instead, optimise digital content, ensure stock and finance details are transparent, and recognise that your online shop window is now your primary one. The dealership experience still counts, but it’s no longer the opening chapter.