Vontier Survey Finds 24% of Super-Users Value Community Over Discounts at C-Stores
A survey of 600+ US drivers shows 24% 'Super-Users' visit convenience stores weekly for familiarity over discounts, with 67% prioritizing well-lit, reliable sites. Millennials (64%) and Gen Z (67%) stop for food; Gen Y/Z use car washes 50% more than Boomers; 40% of Gen Z prefer subscription bundles.
1. Research Overview
Vontier surveyed over 600 US drivers to analyze convenience store visitation patterns, identifying 24% of participants as Super-Users who visit multiple times per week.
2. Key Behavioral Insights
Super-Users prioritize familiarity, safety and a sense of community over price incentives, with 67% valuing well-lit, reliable sites that feel welcoming and part of their daily routine.
3. Generational Trends
The survey found 64% of Millennials and 67% of Gen Z stop at convenience stores for food, Gen Y/Z use car washes 50% more than Boomers, and 40% of Gen Z prefer bundled subscription plans.
4. Technology Solutions and Implications
Vontier’s integrated technology stack reduces checkout friction and supports car wash subscriptions and EV charging, enabling retailers to focus on personal interactions and build identity-driven loyalty.