Recent Generations Turn to Social Media for Searches instead of Google 

Younger Audiences Prefer Social Platforms over Google

Unsurprisingly, younger audiences are more inclined to use social platforms for product discovery than older groups. Understanding the specifics of what people are searching for on social platforms and what prompts them to turn to Google is important. The younger generation increasingly uses social platforms such as TikTok and Instagram to explore business opportunities.  

Google has recently introduced ChatGPT-like responses in its search results, which offer automated summaries for specific queries. This shift towards conversational search is expected to attract more users to Google. In a similar vein, TikTok is testing its own AI chatbot, and Meta has integrated its AI assistant into all of its apps (except Threads). These advancements in AI tools are not just exciting, but they are also anticipated to revolutionize how people discover content, opening up new possibilities for advertising strategies.  

Gen Z users mainly turn to social apps for trends related to fashion, beauty, food, and do-it-yourself projects, focusing on self-care and well-being. They also rely on Google to make significant purchases and find professional services. 

The primary factor to consider in advertising is the target audience. For older demographics, Google remains a crucial channel. Tailoring the messaging to suit this group is essential. Conversely, many young individuals are turning to social media for their searches. This trend highlights the need to understand and cater to each platform for effective advertising. 

At Strong Automotive, we specialize in crafting custom and impactful social posts and Google Ads campaigns, catering to specific objectives and target audiences. You can rely on us to develop internal backlinks to boost brand credibility and draw in traffic. We also conduct thorough site evaluations to guarantee seamless user interaction and flawless functionality, providing you with the confidence and reassurance you need in your advertising efforts.  

Are Electric Vehicles Facing Extinction?  

According to a recent consumer survey conducted by McKinsey & Co., many electric vehicle (EV) owners in the U.S. are considering switching back to combustion engine vehicles due to charging concerns, the high cost of ownership, and the complexity of long-distance trips. 

The latest research indicates that challenges may arise as we move towards a more electrified future. Despite industry expectations, consumers might not automatically stick with electric vehicles once they switch to them, especially considering the recent slowdown in sales growth. 

According to a survey, 46% of U.S. EV owners considering switching back to traditional combustion engine vehicles are not alone. Globally, 29% of EV owners are also likely to make the switch. On the other hand, 96% of current battery-electric vehicle owners are open to purchasing or leasing another electric vehicle for their next vehicle. Furthermore, 66% of current plug-in hybrid owners are open to transitioning to a fully electric vehicle. 

The shift towards EVs is clearly led by younger consumers. In the United States, 57% of millennial EV owners and 42% of Gen Z members are considering switching back, a much higher rate compared to 33% of Gen X and baby boomers, according to a McKinsey survey. The main reason for this shift seems to be related to charging concerns. The survey found that “cannot charge at home” was the top reason cited by U.S. respondents for considering a switch. In addition, inadequate charging infrastructure and charging-related stress were among the other top reasons driving these consumers back to internal combustion engines. Interestingly, in the U.S., 56% of families with children and 32% of singles and couples without children were among those likely to switch back, according to McKinsey.  

In order for EV ownership to become more widespread, it’s crucial to ensure that reliable public charging access is readily available, particularly near apartments and multifamily dwellings. Recent findings from the McKinsey report indicate that consumer willingness to consider EVs has increased slightly. Thirty-eight percent of non-EV owners are now considering a plug-in hybrid or full-electric vehicle for their next purchase, up from 37% in 2022. This shift in consumer attitudes could help drive the transition from early adopters to a broader base of buyers, potentially addressing certain challenges facing EV sales. 

Average Age of Vehicles is on the Rise 

The average age of vehicles in the U.S. has increased for the seventh consecutive year. According to a report by S&P Global Mobility, the average vehicle age has reached a record 12.6 years as of January 1, 2024, marking a two-month increase from January 1, 2023. The report also revealed that the total number of vehicles in use has risen to 286 million, representing a 2 million increase from the previous year. 

In January 2024, 88 million vehicles aged 1 to 5 years were in use, down from 90.3 million in 2023. According to Todd Campau from S&P Global Mobility, there were 110 million vehicles in the 6 to 14-year-old range, which is the prime aftermarket service demographic, as reported by Automotive News. 

According to Campau, the average age of vehicles is increasing due to higher quality, rising prices, the effects of the COVID-19 pandemic, and a reluctance to invest in electric vehicles. 

In January 2024, the roads were bustling with 3.2 million EVs, showing a significant surge from 2.1 million the previous year. Despite this growth, EV sales are stagnating compared to previous years, according to Campau. 

Scrapping rates have highlighted the demand for light trucks, indicating consumers’ preferences. Since 2020, 26 million light trucks have been retired from the vehicle population, while 45 million new registrations have been recorded. In comparison, only 13 million cars were registered during the same period, with 27 million vehicles being taken off the road. According to Campau, this clearly indicates that more people are turning to utility vehicles rather than traditional sedans.