1 min read

Automotive Shopper Audience Steady As Sales Slow

Online Shopping Activity Continues As Sales Slow and State Shutdowns Continue
 
 

Last updated: 3/27/2020

The national audience of in-market vehicle shoppers held steady this past week, decreasing by only 5% while vehicle movement nationwide decreased more than 15%, suggesting online shopping activity continues even as vehicle sales slow.

As over 20 states issued full or partial non-essential business closures in the last week, clear differences in shopping activity appeared between states with shelter-in-place orders and states still open for business.

See ZeroSum’s state by state status map here.

State
Shopping Activity
Showroom Open
Indiana
+36%
Yes
Florida
+20%
Yes
South Carolina
+18%
Yes
Alabama
+18%
Yes
State
Shopping Activity
Showroom Open
Pennsylvania
-32%
No
Minnesota
-23%
No
New York
-15%
No
Massachusetts
-13%
No
Source: Active In-Market Shopper Audience Summary, Select markets,  ZeroSum Data Warehouse, March 2020 | *Active In-Market Shopper is a user actively searching for and / or shopping on VDPs
 
 

For dealers located in states that are still open for business, this weekend represents an opportunity to capture additional shoppers and sales.

 

States showing the greatest week-over-week audience decreases include New York and Massachusetts, both of which have closed non-essential business and have two of the highest Covid-19 infection rates in the country.  Also on the list is Pennsylvania, which was one of the earliest states to close business. Additional data assessing the most recent three day trend shows that the Pennsylvania audience has largely stabilized following this large initial decline.

 

States showing the greatest week over week increases have not yet closed non-essential business state-wide, or have allowed showrooms to remain open for sales.  This includes Florida, which has not closed business entirely, while several large counties including Miami and Broward have issued stay-in-place orders. Additionally, while Indiana has issued stay-in-place orders, automotive showrooms have been allowed to remain open for sales.

 

For dealers located in states that are still open for business, this weekend represents an opportunity to capture additional shoppers and sales, as additional shut-down orders are expected in the coming days and weeks.  For dealers operating in states that have limited business activity, there are signs that the immediate audience dropoff will stabilize and shopping activity will continue online.

Last updated: 3/27/20

national automotive shoppers
Source: ZeroSum National In Market Automotive Shopper Audience Jan-March 2020

Latest Posts From ZeroSum

2 min read

ZeroSum’s Round Up: Essential Automotive Industry Reading November 2022

The ZeroSum Round Up is a collection of articles, reports, and other information that ZeroSum believes is useful to...

2 min read

How to Prepare for the Rise of Electric Vehicles as a Car Dealer

According to the most recent ZeroSum data, electric and hybrid vehicle inventory is rapidly increasing, up around 22%...

3 min read

Is Your Automotive Marketing Agency Really Qualified to be Your Agency?

As an auto dealer, one of the best ways to identify opportunities and grow your business is to hire an automotive...