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That belief that Millennials don’t like to drive? MTV (remember them?), is out with a new study that calls it mostly a bunch of BS.
Even more surprising is what Millennials would give up before their cars. It’s research that could change the way cars are sold and surely will change Baby Boomers’ perceptions of those darned kids nowadays.
Here’s the shocking finding from MTV: “uncovering an increase in young people’s passion for cars and car ownership with 3 in 4 young people agreeing they would rather give up social media for a day than their car and 72 percent agreeing they would rather give up texting for a week than their car. “
Just to reiterate – social media and texting are not more important than cars to Millennials. Berj Kazanjian, Senior Vice President, Ad Sales Research, MTV, said, “Millennials, like other generations, see car ownership as a way to establish independence, but Millennials also see car ownership as a way to craft their unique adult identity.”
Also, MTV says Millennials’ passion for driving versus other generations is underscored with 70 percent saying they “like driving a lot” vs. 58 percent of Baby Boomers and 66 percent of Gen Xers. Moreover, young people are exhibiting a broadening desire to buy and own cars:
• 82 percent of Millennials find buying/leasing a new car exciting
• 3 in 4 young people feel like they couldn’t live without their current car
• 85 percent of Millennials are looking forward to one day owning the car they’ve always wanted vs. 59 percent of Boomers and 72 percent of Gen Xers
• 73 percent of young people love learning about new car models and functions vs. 69 percent of Boomers and 54 percent of Gen Xers
The “Millennials Have Drive” study was fielded in the spring of 2014 and included quantitative research of 3,610 Millennials ages 18-34, 400 Gen Xers and 403 Boomers. Head over to the MTV website to read a summary of the study.
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