If your dealership managers and salespeople are wondering why they cannot attract customers who are Gen Z or millennials, perhaps new data from GoDaddy might explain why.

GoDaddy indicated 80% of 1,000 Gen Z and millennial U.S. consumers surveyed in September shared they research small businesses like dealerships online before shopping with them for the first time.

GoDaddy went on to say these potential customers are taking extra steps to verify the credibility of a business by checking their reviews, website and social media accounts.

Researchers said this new cohort of younger consumers largely aligns on the reasons they would not purchase from a business’s online store. For example:

—More than half (56%) said a lack of reviews would make them not shop with a new small business

—Nearly 4 in 10 (36.5%) stated a business not accepting their preferred method of payment would deter them from shopping at a new small business

—3 in 10 (32.5%) indicated not including contact information on a website discourages them from purchasing from a new small business

—Around 1 in 3 (31.5%) said having an incomplete or under construction website dissuades them from buying from a new small business

—Over a quarter (26%) shared not having an “About Us” page on a website would hinder them from shopping at a new small business

—Almost 1 in 4 (23.5%) noted uncertainties around if their credit card information is safe would stop them from purchasing at a new small business

GoDaddy also discovered Gen Z and millennial shoppers also strongly agree on some effective ways a business owner could improve their brand’s online reputation for new customers. For example:

—For 3 out of 4 Gen Z and Millennial consumers combined (74%), a lack of recent updates (within the last 30 days) on a business’s social media or blog impacts their integrity

—Nearly 4 in 5 Gen Z (73%) and Millennial (80%) shoppers feel a dedicated website and online store make a small business more credible

“Knowing what shoppers are specifically researching online when considering purchasing from a new business should have entrepreneurs paying close attention to how their brand is showing up,” GoDaddy senior director of marketing Amy Jennette said in a news release “Small business owners should make every effort to put their best foot forward and attract customers with the right digital tools.”

When it comes to shopping online, GoDaddy’s survey results show Gen Z and millennial customers have a lot in common.

However, regarding social media preferences, researchers found there is a clear generational divide between which platforms Gen Z and millennials prefer to see small businesses using.

Below is a table from GoDaddy showing the percentage of respondents in each age group stating where they expect a business to be present. (For example, 61% of Gen Z consumers expect businesses to be on Instagram.)

While younger consumers may not agree which social platforms a small business should have, the GoDaddy data did reveal another commonality. Researchers said the vast majority of Gen Z (95%) and millennial (94%) shoppers expect businesses to be on some form of social media platform.

“What the survey findings suggest is that entrepreneurs today should prioritize reviews, update their business website, and frequently publish content that is on-brand across social media,” GoDaddy said.

“By leaning into these new insights on Gen Z and millennial consumer preferences, entrepreneurs can better target their audience, increase the probability that their business will come across as professional and credible, and ultimately increase sales,” GoDaddy went on to say.