When it comes to the under-35 age bracket of auto service customers, it seems the preference for communications is multi-platform, with dealer and provider advantage going to those who offer mobile apps.   

DMEautomotive, in its second report on how customers prefer to be contacted by car dealers and service providers, released results on Monday showing that those under age 35 are “strikingly receptive” to frequent communications from service providers, across six possible communications platforms.

In particular, 59 percent respondents noted they particularly welcome mobile app communication.

“Multi-platform marketing has long been a buzzword, but this data reveals that for dealerships and service businesses, cross-channel communications are now a must,” said Doug Van Sach, vice president of strategy and analytics at DMEautomotive.

“Reaching younger customers is a whole new ballgame: they’re thirsting for communication, prefer it across many platforms, and are researching vehicle maintenance in many new digital places,” he said.  

The findings are based on a national survey of 2,000-plus U.S. vehicle owners conducted by DMEa’s Strategy & Analytics division, the company said.

In other survey highlights, the study found that email and mail are the preferred communication channels by more than four in five respondents, and more than a third of consumers of all ages are open to receiving communications from their automotive service providers via every platform.

The majority noted a preference for communications at a minimum of every two to three months, DMEa said, while under-35 respondents reported a desire for more frequent communication. 

Customers under age 35 were roughly 2.5 times more open to mobile app notifications in the survey, and almost twice as likely to desire text messages as those older than 35.

Overall, 89 percent of those under age 35 said they welcome contact via email; 85 percent via mail; 64 percent via text; 62 percent via live calls; 59 percent via mobile apps; and 56 percent via recorded calls, DMEa reported.

The DMEa study also found that 35 percent of all customers — and 59 percent of those under age 35 — welcome mobile app communications from service providers.

The under-35 set are approximately three times more likely to use mobile apps, use them daily, and have an app from a dealer/service provider. Six of 10 respondents under age 35 reported using mobile apps at least every two days, with three in five welcoming service providers to reach them in this manner.

DMEa also reported on survey results regarding which resources service customers use in their auto service research process.  

Top sources of vehicle maintenance information continue to be the owner’s manual, family and friends, and service centers for both those over and under 35. However, those under 35 seem to research harder, using traditional and digital resources at higher rates than those who are older, with the exception of the owner’s manual.

The younger servicer is also far more likely to use digital platforms, and four to six times more likely to turn to social networking sites, online video or blogs in their service information quest.

“Most service providers’ outreach is focused on mail and email, which the data shows remain imperative channels,” said Van Sach. “But too many other ‘disconnects’ remain, with customers wanting communications through channels that dealers/service providers are not addressing.

“This is starkly true with the information-hungry, under-35 customer, who is more likely to research service using every available on- or offline resource, and wants communications across more channels. These all-platform consumers are trailblazing the behavior that other customer segments will likely — and that service providers must — ultimately follow,” he said. 

DMEa also provided the following graphs to illustrate its findings: