I was shocked at a statistic I heard last week. In 1983, 46.2% of sixteen-year-olds in the United States had drivers’ licenses. In 2016, only 24.5% of sixteen-year-olds have drivers’ licenses. What reason do these teenagers give for not having a license? “I don’t need it,” they say unanimously.
While this statement amazes many adults who view a driver’s license as representing freedom, independence, and a huge step in adulthood, today’s teens view it differently. Many say, “My parents can drive me around.”
Having spent a great deal of time as a child stuck in traffic sitting in the back seat, these teens do not have the love affair with cars of prior generations. Due to the cost of gas and vehicle ownership, they are not eager to spend their money in that direction. With the computerization of automobiles, they can’t save money and do the self-repairs that their parents could do.
Their parents are often encouraging them to wait to get a license until they are older. One mother cited the cost of a vehicle and the road rage of some drivers. “I don’t think my daughter is ready to handle that,” Mom said. “She can walk to school and work right now.”
All this considered, what has had the biggest impact on teens’ disinterest in having a driver’s license?
The Internet.
Teens no longer need to drive to the mall to meet their friends. They just pick up their phones and text them. If they want to talk to their friends, they video chat. If they want to see what’s trending or order something that’s hot, they do it on their phones. Smartphones and the Internet have changed teens’ habits and made their market disappear for car dealers, insurance companies, auto repair shops, auto replacement parts, and gas stations.
With the growing trend of ride-sharing, Uber drivers, and bike-sharing, how many may never get a license?
The answer to that question will determine the long-term effect of this change.
Your business may not be directly affected by the change. Whether it is or not, we all are wise to learn from this story. One lesson is that the Internet is changing people’s habits and affecting all businesses in some fashion. Who would have predicted the Internet would change driving habits? Not me. A second lesson is to be alert to changes in your customers’ habits. The only way to do that is to talk to your customers formally at least once a year. Find out how your customer is changing directly from your customer rather than indirectly from your company’s shrinking bottom line. A third lesson is to weave these changes into how you conduct business. Plan your responses to these changes so that you can react profitably.
This time of year, I hope you are finalizing your marketing plan for 2016. As you do that, address how the Internet is affecting your business. Make your reaction part of your plan.
This week's marketing trivia challenge is How has the Internet affected your business? E-mail me your answer.
While this statement amazes many adults who view a driver’s license as representing freedom, independence, and a huge step in adulthood, today’s teens view it differently. Many say, “My parents can drive me around.”
Having spent a great deal of time as a child stuck in traffic sitting in the back seat, these teens do not have the love affair with cars of prior generations. Due to the cost of gas and vehicle ownership, they are not eager to spend their money in that direction. With the computerization of automobiles, they can’t save money and do the self-repairs that their parents could do.
Their parents are often encouraging them to wait to get a license until they are older. One mother cited the cost of a vehicle and the road rage of some drivers. “I don’t think my daughter is ready to handle that,” Mom said. “She can walk to school and work right now.”
All this considered, what has had the biggest impact on teens’ disinterest in having a driver’s license?
The Internet.
Teens no longer need to drive to the mall to meet their friends. They just pick up their phones and text them. If they want to talk to their friends, they video chat. If they want to see what’s trending or order something that’s hot, they do it on their phones. Smartphones and the Internet have changed teens’ habits and made their market disappear for car dealers, insurance companies, auto repair shops, auto replacement parts, and gas stations.
With the growing trend of ride-sharing, Uber drivers, and bike-sharing, how many may never get a license?
The answer to that question will determine the long-term effect of this change.
Your business may not be directly affected by the change. Whether it is or not, we all are wise to learn from this story. One lesson is that the Internet is changing people’s habits and affecting all businesses in some fashion. Who would have predicted the Internet would change driving habits? Not me. A second lesson is to be alert to changes in your customers’ habits. The only way to do that is to talk to your customers formally at least once a year. Find out how your customer is changing directly from your customer rather than indirectly from your company’s shrinking bottom line. A third lesson is to weave these changes into how you conduct business. Plan your responses to these changes so that you can react profitably.
This time of year, I hope you are finalizing your marketing plan for 2016. As you do that, address how the Internet is affecting your business. Make your reaction part of your plan.
This week's marketing trivia challenge is How has the Internet affected your business? E-mail me your answer.
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