September 13th, 2022, Lesley Simeon
In a first for the Swedish carmaker, Volvo Cars USA has collaborated with a YouTube creator for its latest campaign. The campaign offers ads as well as branded content aimed at attracting “younger” audiences.
With Volvo now eyeing a younger demographic, how different would that be from its customers today?
According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics – Millennials make up 43% of the carmaker’s current customers. At 24.4%, Gen X ranks second followed by Baby Boomers (22.5%). Gen Z accounts for 6.9% of Volvo’s customers.
But given that Volvo’s latest US ad campaign features a social media content creator, how trusting are the brand’s current customers of influencer marketing? Not much.
Data from Profiles shows that 57% of Volvo’s customer demographic does not trust products recommended by celebrities or influencers. Only around a third (32%) of the company’s customers trust influencer-endorsed products.
But that’s about the carmaker's current customers. Let’s look at those who may consider Volvo to purchase a car from. About 9% of Millennials and 5% of Gen Z would consider Volvo to buy from as compared to 7% of the general US population.
Given that Millennials currently make up most of Volvo’s customers and the brand’s looking to go younger still, teaming up with a YouTube creator might be a good step towards getting the attention of its potential new consumers.
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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.