How social media is reshaping Gen Z’s online car buying experience

The auto purchase process is moving online at an unprecedented pace, with social platforms playing a central role in how vehicles are discovered, evaluated and bought, according to new global research from Snap, Havas Media Network and Alter Agents.

The study surveyed more than 5,000 social media users who recently purchased a car or are currently shopping. It found that nine in 10 shoppers use digital sources during their purchase journey, and younger buyers are leading the shift toward fully online transactions.

Half of Gen Z respondents said their most recent car purchase was completed entirely online, marking a significant departure from traditional dealership-first experiences.

“Digital innovation has gone further than many expected, providing customers with the information they need,” said Michelle LeFevere, vertical lead for auto and travel at Snapchat. “It’s the scale at which these trends are accelerating that really surprised me.”

Social media now influences core decisions, with 67 per cent of car buyers using social platforms during their search. That rises to 74 per cent among Gen Z. Snapchat users are 1.7 times more likely than non-users to purchase a vehicle after seeing it on social media.

Creators also play a growing role: 69 per cent of younger shoppers say influencers make them more aware of brands, and 63 per cent say they make them more likely to consider a specific model.

Preferences are shifting alongside behaviour, with 85 per cent of Gen Z shoppers considering luxury brands and 81 per cent of Gen Z and Millennials are looking at electric or hybrid options as they’re driven by fuel savings, technology and smoother driving experiences.

Augmented reality is emerging as a key evaluation tool, with two in five shoppers using AR during research and 43 per cent of non-users expressing interest. Snapchat users are 2.3 times more likely than others to use AR for vehicle exploration.

“Our findings reveal a marked generational shift in how vehicles are researched and evaluated,” said Heather O’Shea, chief research officer at Alter Agents. “Digital channels are now the primary source of information, and social platforms play an outsized role in shaping consideration.”

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