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Unveiling the Buyer Persona: Key Insights into Work Truck Shopper Demographics

A Year In Review


Understanding your typical buyer, from their shopping preferences to their market outlook, can give you a significant advantage. How familiar are you with your audience? Well, Commercial Truck Trader is here to offer some valuable insights. By analyzing our marketplace data and consumer surveys, we gained a deeper understanding of current consumer demographics. Here’s what the results revealed.

Who Is Today’s Average Truck Buyer?

Business professionals remain the most common buyer type, yet 30% of people buy commercial trucks for personal use. 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. Remember that you’re talking to mostly other professionals and knowledge buyers, so keep your marketing messaging clear and direct.

More on Business-to-Business Shoppers 

Regarding professionals, our research reveals that 55% of the prospective purchasers we surveyed 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
  • Plumber

In your marketing efforts for models crafted for optimal fleet performance, highlight the innovative features and custom enhancements that will elevate their company’s operational efficiency, enticing those buying on behalf of their businesses.

Gender Dynamics in the Commercial Truck Market

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%. The buying landscape shows a dynamic participation from both genders, although men have predominantly been at the forefront of this sector. It’s crucial, however, to recognize that women represent more than a third of buyers. This significant portion of the market demands attention in your marketing efforts. Crafting messages that resonate with and welcome female customers is key to ensuring your brand does not sideline an important demographic.

When reaching out to the female audience, incorporating engaging infographics, detailed information, and creative communication can make a stronger impact. Additionally, women tend to be more price-conscious, so it’s important to keep this in mind when designing your marketing content to connect effectively with this important consumer segment.

Key Generational Groups of Commercial Truck Buyers

Commercial Truck Trader also leveraged our comprehensive data and insights from surveys to generational makeup of purchasers. Our results shed light on the purchasing power of the current market.

Millennials and Gen X

Individuals born between 1965 and 1980, known as Generation X, and Millennials, born between 1981 and 1996, account for 68% of the commercial truck buying demographic. These are versatile shoppers, adept at navigating both digital and in-store experiences. This demographic places a high emphasis on both value and quality, often conducting thorough online research for product reviews and specifications before committing to a purchase. Their brand preferences are  notably less strong compared to other age groups. 

Baby Boomers

Baby Boomers, born between 1946 and 1964, make up nearly 20% of the market. These individuals have a strong preference for traditional retail experiences. Though they aren’t entirely resistant to the realm of digital platforms and social media, their true allegiance remains with classic forms of advertising.

Equipped with the knowledge we’ve gathered, you’re now primed to refine your strategy and establish a stronger connection with your audience. Whether you’re interacting with an experienced small business proprietor or a digital-native Millennial, remember that being genuine, transparent, and pertinent is essential for building impactful connections and boosting sales. Therefore, immerse yourself, gain a profound understanding of your audience, and see your dealership flourish in the competitive landscape of commercial truck sales. Don’t forget to explore additional insights and data on our blog.

*Internal data, 2023

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