More than half of Gen Y online shoppers are open to buying any brand at the beginning of the shopping process, according to a new J.D. Power and Associates study released this week.
The 2013 New Autoshopper Study -- exploring how new-vehicle buyers use digital devices such as smartphones and tablets to gather information before a purchase as well as what Web sites and apps were used -- found that 50 percent of online car shoppers will consider any brand at first, with the figure rising to 54 percent among Gen Y.