YouGov CategoryView data reveals that 26% of American adults plan to buy or lease a vehicle in the next 12 months. Among these prospective buyers, 40% say they are likely to get an SUV, while 26% plan to purchase a sedan. This article dives into the demographics of these consumers and preferred channels of purchase.

Younger adults aged 18-29 make up a larger share of sedan shoppers (23% vs. 17%). Those aged 30-44 stand out across both categories, representing 34% of SUV buyers and 39% of sedan buyers. At the other end of the age spectrum, adults 65+ account for 10% of sedan buyers and 16% of SUV buyers.

Men account for a larger share of sedan shoppers (60% vs. 49%) and make up 52% of those planning to buy an SUV (vs. 49% overall). Women represent 40% of sedan buyers and 48% of SUV buyers. Income differences also stand out. Higher-income consumers make up 15% of SUV buyers and 10% of sedan buyers. Sedan shoppers include a larger proportion of lower-income adults (53% vs. 41%), while middle-income consumers account for 32% of sedan buyers and 28% of SUV buyers.

Where consumers plan to buy their next vehicle also varies by car type. SUV buyers show a stronger preference for franchise dealerships, with 53% considering this option compared with 46% of sedan buyers. Those planning to buy a sedan demonstrate more openness to nontraditional and price-sensitive shopping routes. A larger share are considering independent or specialty dealers (37% vs. 33%), private sellers (36% vs. 26%), and used car supermarkets (29% vs. 22%). Sedan buyers also show slightly higher interest in online marketplaces (31% vs. 28%) and car auctions (18% vs. 14%), indicating a more exploratory approach to purchase channels.

Together, these patterns suggest two distinct shopper profiles. The SUV market includes a broader age range and a higher share of affluent buyers who are more likely to engage with franchise dealerships. Sedan buyers, by contrast, skew younger or lower income and explore a wider mix of purchase channels including private sellers, independent dealers, and online platforms.

Methodology: YouGov CategoryView delivers sector-level intelligence by combining brand tracking with in-depth consumer insights. Data is collected daily from YouGov’s proprietary online panel and delivered via monthly dashboards, tailored to the unique needs of each industry. CategoryView is available across multiple verticals including Automotive, Financial Services, Quick Service Restaurants, and Beer & Hard Seltzers. It provides a representative view of market dynamics, brand performance, and consumer behaviors. Insights are weighted to nationally representative demographics within each market.

Cover image: Getty

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