Auto shows beat digital channels in new consumer study

By AI, Created 5:27 AM UTC, June 03, 2026, /AGP/ – A new Automotive Experience Alliance study says auto shows now influence 82% of attendees’ purchase decisions, outpacing digital and traditional media as automakers spend more on online and direct-to-consumer marketing. The 2025–2026 data also shows attendees change brand consideration at the show and leave with stronger interest in EVs.

Why it matters: - The study suggests auto shows remain a powerful sales and consideration driver even as automakers shift budgets toward digital advertising and direct-to-consumer channels. - The findings point to a live event format that can change brand lists, boost electrified-vehicle interest and reach in-market shoppers before they buy.

What happened: - The Automotive Experience Alliance released consumer research from the 2025–2026 auto show season on June 4, 2026. - The research covered 11,986 attendees across 16 member shows nationwide. - Productions Plus Insights conducted the study in partnership with the Automotive Experience Alliance. - The study says auto show influence on vehicle purchase decisions rose to 82% from 78% the prior season. - The full survey findings are available here.

The details: - Auto show visits ranked as the top purchase influence, with 30% of attendees naming the show as their No. 1 factor. - Friends and family ranked second at 18%. - News and articles ranked third at 13%. - Social media ranked at 7%. - TV, radio and print advertising ranked at 6%. - 50% of attendees changed their brand consideration list because of the show. - 36% added a new brand after experiencing it at the show. - 14% removed brands from their list because those brands were not present. - 44% of attendees said they plan to buy a vehicle within 12 months. - 82% said the show influenced their purchase decision, up from 78% the prior season. - The study found that only 14% of attendees came primarily to learn about EVs or hybrids. - 51% left with stronger or reinforced knowledge about electric vehicles. - Hybrid consideration increased 37% after attendance. - Fully electric vehicle consideration increased 20%. - Plug-in hybrid consideration increased 16%.

Between the lines: - The data shows a live showroom environment can outperform passive media because it lets shoppers compare vehicles, ask questions and make decisions in one place. - The results also suggest that brands missing major auto shows may lose consideration, not just publicity. - The EV findings indicate hands-on exposure may do more to build confidence than advertising alone. - Jennifer Morand, chairperson of the Automotive Experience Alliance, said the show floor creates engagement that a 30-second ad or social post cannot replicate. - Morand also said brands absent from auto shows lose share in a market where conquest is a growth lever. - Morand said attendees do not go to auto shows to be converted to EVs, but many leave with stronger knowledge and consideration after the experience.

What’s next: - The Automotive Experience Alliance is using the study to support the value of auto shows as marketing and sales channels. - The organization says the Auto Show Insights Initiative continues to measure attendee behavior across member shows nationwide. - The Automotive Experience Alliance is directing readers to its website and social channels for more information.

The bottom line: - The new data positions auto shows as a high-conversion, in-market touchpoint that can shape purchase decisions, brand lists and EV consideration in ways digital media may not match.