New Study Looks at UK Car Vanity Choices

On the 20th of June, 2019, nationwide car leasing firm All Car Leasing launched their doin’ it for the ‘gram study which takes a peek at social media habits and vanity choices made by UK motorists up and down the country. This is not the first time they’ve created one of these studies that looks at automotive habits and trends so we were all very excited to see what kind of insights they came up with this time.

As the name of the study suggests, social media use was the first thing under the spotlight specifically the statistic that 50% of 25-34 year olds have at some point posted a picture of their car on social media. All Car Leasing dug a little deeper into these snap happy millennials and found the car most likely to appear on the ‘gram was a Ford Fiesta of all things. Granted, this was because there are simply more of these cars on the road but it was interesting nonetheless. In terms of likelihoods, they found that the perfect persona for social sharing was a 25-34 year old female from London who drives a Black BMW X5 with a private plate.

On their second point, ACL picked on Millennials once again as their survey found that they were the only age group that valued exterior looks above all other factors when choosing a car. Those younger than 25 and older than 34 preferred a car’s performance and reliability over the looks.

A larger than usual section was dedicated the habits of people who have a private registration plate on their vehicle and perhaps this is the biggest talking point in doin’ it for the ‘gram. All Car Leasing found that people who had private registration plates were perhaps the most vain because:

  • More than half of private reg owners have modified their car
  • Over half clean their car at least once a fortnight
  • 58% of people with cherished plates have posted a picture of their car to social media

If All Car Leasing’s question was ‘who are the most vain’ then surely people with private registration plates are the most likely people to fit that bill.

However, All Car Leasing didn’t just discover who the most vain people are, they also found who the LEAST vain are, and they look a bit like this:

  • Aged over 45+
  • Drive a Ford
  • Drive a silver car
  • From the south of England
  • Mostly care about reliability

Do you fit either of these personas? Do you like to show off your car and don’t fit any of these personas? Why not let us know in the comments below.

Please bear in mind that we’ve only covered a small section of this study by All Car Leasing and you can find a whole lot more interesting tidbits by looking at the infographic below, visiting All Car Leasing’s original doin’ it for the ‘gram blog post or even listen to their latest podcast episode covering this topic!


Doin it for the gram

Doin’ it for the ‘gram by All Car Leasing


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