How Americans shop for cars: What drives decisions across age groups

As Americans navigate a shifting automotive landscape, new insights from YouGov CategoryView reveal how consumers think about their next car purchase – what matters most to them, how they research, and where they ultimately plan to buy.

What matters most when buying a car?

Across the board, price is the top consideration for American car buyers, cited by 68% of respondents. Vehicle performance (60%), safety (56%), and fuel efficiency (55%) also rank highly, signaling a strong focus on practicality. Slightly more than half (51%) are concerned with maintenance costs, and half say the size of the vehicle (50%) is an important factor.

Other considerations – like engine type (47%) and the design or look of the vehicle (42%) – reflect a blend of performance and aesthetic preferences. Advanced technology features (30%) and environmental impact (21%) matter to a smaller segment, suggesting that innovation and sustainability remain niche priorities for now.

How Americans research before buying

Before stepping onto a lot or clicking “buy”, most consumers turn to digital sources to help inform their purchase decisions. Online reviews lead the way at 56%, with usage consistent across age groups. Recommendations from family and friends are also influential (43%), especially among younger adults: 46% of 18- to 29-year-olds rely on personal networks, compared to 36% of those 65 and older.

Older consumers are more likely to consult consumer reports and data—used by 54% of those 65+, versus just 34% of the youngest group.

Around one-third of Americans use manufacturer and dealer websites for information (34% each). In-person visits to dealerships remain relevant for nearly three in ten consumers.

While 24% of consumers say they find their information through advertisements, there is a greater reach among younger consumers (32% of 18–29-year-olds). Automotive expos (18%) and TV shows (11%) also skew younger in appeal.

Budget expectations vary by age

Spending plans for a new vehicle fall across a wide range, but most Americans expect to pay between $20,001 and $40,000. One in six (17%) anticipate spending $20,001–$30,000, and another 16% plan to spend $30,001–$40,000.

Older Americans are more likely to stick within those midrange brackets: 22% of those 65+ expect to spend $20,001–$30,000. Meanwhile, 12% of Americans aged 18–29 plan to spend over $50,000 – the highest percentage across age groups.

About 13% of all respondents expect to spend less than $10,000, with the share rising to 17% among those aged 45–64.

Where do Americans want to buy?

Americans are exploring a variety of sales channels for their next vehicle purchase. In 2024, the dealership market hit a record high – no surprise, given that 44% of Americans would go to a franchise dealer to buy a car. While 34% would choose either an independent or specialty dealer, 31% buy from a private seller. Nearly three in ten would consider an online marketplace (28%), and a quarter would look at used car supermarkets (24%). Car auctions remain less popular overall, cited by only 17% of respondents.

Younger adults, particularly those aged 18 to 29, are much more open to non-traditional buying methods. More than a third of this group (37%) say they would buy from a private seller, 31% would use an online marketplace, and another 28% would consider a car auction. In contrast, only 15% of Americans aged 65 and older would consider buying from a private seller or online marketplace, and just 2% indicate interest in car auctions.

What Americans plan to drive next

When it comes to the type of vehicle consumers are likely to buy next, SUVs and crossovers are the clear front-runners (39%). This preference increases linearly with age – 32% of 18- to 29-year-olds, 38% of those aged 30 to 44, 42% of those 45 to 64, and 49% of Americans aged 65 and older identify SUVs or crossovers as their next vehicle choice. Sedans come in second at 24%, followed by trucks at 12%.

Other vehicle types—such as convertibles or coupes (6%), hatchbacks (5%), and vans (4%) – appeal to smaller segments of the market, while station wagons receive the least interest at just 1%.

Methodology: YouGov Automotive CategoryView collects data on brands & consumers across the US every month. The data is based on the interviews of more than 26,000 American adults aged 18+ between March 1, 2024, and February 28, 2025.

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