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Do Young People Still Love Cars?
The following is from SEMA News By Mike Imlay
"Yes, Says a New SEMA Report—Just Differently
Is today’s younger generation giving up on driving, shunning car culture and turning away from vehicle accessorization? Far from it, says a new consumer study by SEMA’s Marketing Research department. In fact, the recently released “SEMA Young Accessorizers Report” suggests that this demographic is still as car crazy as ever—just in a different way.
Two years in the making, SEMA’s research initiative encompassed an online quantitative survey of more than 1,000 young accessorizers, followed by an online qualitative deep dive into the behaviors and attitudes of a representative subset. To be considered a “young accessorizer,” subjects had to fall within a specific age range; have a valid driver’s license; drive or own at least one vehicle and use it in some capacity; be at least somewhat involved in its maintenance, repair or modification; and have modified or upgraded it in the past year.
“For this study, we wanted to look at emerging drivers and emerging adults, so we focused specifically on 16- to 24-year-olds,” said Gavin Knapp, SEMA director of market research. “What we found is that most 16-year-olds don’t have a driver’s license. It’s hard for them. They have to worry about insurance and all the hoops of getting a license. There’s not free drivers’ education anymore, and so they wait. But they only wait until they’re 17, 18 or 19. Once they have their license and start driving—and especially once they get into their 20s—they need a car for work, school and socializing, and they want to make that car their own.”
For the full report, please see https://www.sema.org/sema-news/2019/...paign=eNews3.5
"Yes, Says a New SEMA Report—Just Differently
Is today’s younger generation giving up on driving, shunning car culture and turning away from vehicle accessorization? Far from it, says a new consumer study by SEMA’s Marketing Research department. In fact, the recently released “SEMA Young Accessorizers Report” suggests that this demographic is still as car crazy as ever—just in a different way.
Two years in the making, SEMA’s research initiative encompassed an online quantitative survey of more than 1,000 young accessorizers, followed by an online qualitative deep dive into the behaviors and attitudes of a representative subset. To be considered a “young accessorizer,” subjects had to fall within a specific age range; have a valid driver’s license; drive or own at least one vehicle and use it in some capacity; be at least somewhat involved in its maintenance, repair or modification; and have modified or upgraded it in the past year.
“For this study, we wanted to look at emerging drivers and emerging adults, so we focused specifically on 16- to 24-year-olds,” said Gavin Knapp, SEMA director of market research. “What we found is that most 16-year-olds don’t have a driver’s license. It’s hard for them. They have to worry about insurance and all the hoops of getting a license. There’s not free drivers’ education anymore, and so they wait. But they only wait until they’re 17, 18 or 19. Once they have their license and start driving—and especially once they get into their 20s—they need a car for work, school and socializing, and they want to make that car their own.”
For the full report, please see https://www.sema.org/sema-news/2019/...paign=eNews3.5
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