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Big Tom LaPointe

Big Tom LaPointe National Sales Executive with Dealer Teamwork

Exclusive Blog Posts

What’s the Big Deal About Millennials?

What’s the Big Deal About Millennials?

At this point, you’ve probably read countless posts, memes and articles about what millennials are ruining, how they are changing the way things are …

Tips for Selling More Small Cars at Your Dealership

Tips for Selling More Small Cars at Your Dealership

If you own a car dealership, you might have found that a lot of people who come in are looking for trucks, sports utility vehicles and roomy sedans. Ev…

Stocking & Pricing Inventory: Interview With Brian Finkelmeyer

Stocking & Pricing Inventory: Interview With Brian Finkelmeyer

Brian Finkelmeyer, Direct of Business Development at vAuto, discusses the dos and don'ts of pricing and stocking inventory. …

How to Engage "Ready to Buy" Shoppers

How to Engage "Ready to Buy" Shoppers

The stakes are high: sales are slipping, your competition is stiff, and today’s shoppers are the most savvy yet. But there’s good news – there are a…

Upcoming Webinar: Use Your Showroom to Show, Not Sell

Upcoming Webinar: Use Your Showroom to Show, Not Sell

Ecommerce is on the rise, and today's customers walk into your showroom better-informed than ever before. 9 out of 10 customers are more likely to…

Boomers buy more new cars but use web, social media less than younger buyers

I recently helped a friend celebrate his retirement by choosing which new car to purchase for his next chapter in life. As it turns out, his purchase mirrors a national trend that shows ‘baby boomers’ are purchasing more new cars than younger buyers. According to a study by the University of Michigan Transportation Research Instituteand reported by Automotive News, the largest chunk of new car buyers by age in 2011 was that between 55 and 64 years-old. This means that auto dealers must not only include cutting-edge technology services like CarChat24 in their strategy, but find other methods to connect with these older buyers, as well.

While some analysts point to the economy as a reason for this difference and others note that younger buyers have fewer licenses and are actually driving less, the cause doesn’t really matter. What matters is finding a way to effectively target this valuable segment, especially since Pew Research Center indicates people age 50 to 64 are at least 14 percent less likely to use the internet and 24 percent less likely to use social media than younger buyers.

Just because there are fewer Boomers using the web and social media, don’t ignore these valuable tools, because these same studies indicate that 60 percent of users 50-64 are on social networking sites and 77 percent of them are online. And, as you can see from the Toyota video ad above, manufacturers recognize the buying power this market segment still represents and is working to attract these buyers.

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Tom LaPointe CarChat24 Interactive Media Manager / Industry Analyst

www.carchat24.com/ 24/7 Interactive Automotive Dealer Website LIVE CHAT Solutions Hosted or In-House Options – FREE web chat software 727-638-0195

Tom has an MBA in Marketing and is an automotive writer and author with more than 15 years experience in virtually every aspect of the retail auto industry. He has been a performance leader in everything from sales and service, to web development and viral marketing.

www.facebook.com/CarChat24 / https://twitter.com/CarChat24 / bit.ly/CarChat24GooglePlus

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