More women, younger generations buying trucks

More women, younger generations buying trucks

Understanding who is buying trucks, where they're looking and what they're looking for is crucial when it comes to marketing your vehicles.

In a new report, Commercial Truck Trader (CTT) offers insight into today’s average truck buyer, from demographics, to shopping preferences and market outlook. By analyzing its marketplace data and consumer surveys, CTT says it gained a deeper understanding of current consumer demographics. Here’s what the results revealed.

Who is today’s truck average buyer?

Business professionals remain the most common buyer type, according to CTT, yet 30% of people buy commercial trucks for personal use. The company says purchases of commercial trucks for personal purposes have been growing significantly, with many people opting to use them for recreational and day-to-day activities due to the practicality and ease of use they provide.

Details on business-to-business shoppers

Regarding professionals, CTT’s research reveals that 55% of the respondent prospective purchasers are securing vehicles for companies employing 25 to 100 staff members. This trend suggests that the primary market for truck sales consists of medium-sized businesses, with buyers specifically seeking out models that align with their industry needs.

Top searched truck types by vocation

  • Delivery/Moving;
  • Construction;
  • Long-haul;
  • Mechanic; and
  • Plumbing.

Gender dynamics in the commercial truck market

According to CTT, the work truck market is seeing an increasing number of both male and female purchasers, with men currently making up 67.2% and women at 32.5%. CTT says that even though men have predominantly been at the forefront of this sector, it’s crucial to recognize that women represent a third of buyers.

Key generational groups of commercial truck buyers

CTT Tells us that Generation X (individuals born between 1965 and 1980) and Millennials (born between 1981 and 1996) make up 68% of the commercial truck buying demographic. Baby Boomers (born between 1946 and 1964) still make up nearly 20% of the market, and CTT notes that these individuals have a strong preference for traditional retail experiences.

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