8/2/13
More than eight in 10 automotive consumers worldwide (83%) prefer to research car purchases online rather than at a dealership or on the phone, according to Cisco Systems. When doing online automotive research, consumers are more inclined to trust third-party websites than car manufacturers’ websites (47% vs. 37%).
More than half (55%) would be comfortable interacting with a dealership virtually, such as via video chat, throughout the car buying process to the final signing of paperwork. Almost two-thirds (64%) would be willing to use an automated dealership when bringing their cars in for service.
Drivers seek a high degree of automation in their cars: 62% want a device that tracks their gas mileage and maintenance budget, and 52% want their cars to monitor gas prices. Almost six in 10 consumers worldwide (57%) and 60% of U.S. consumers would trust automated (driverless) cars. Almost half of U.S. consumers (48%) would let their children ride in driverless cars. Brazilians are most likely to trust driverless cars (95% would ride in them, and 92% would let their children ride in them).
The majority of drivers worldwide (74%) would be willing to allow their insurance companies to monitor their driving habits to get a lower rate. Almost two-thirds (65%) would be willing to share their height, weight, driving habits, and entertainment preferences to get a customized driving experience.
Almost nine in 10 U.S. adults (88%) currently own, lease, or regularly use automobiles, according to Harris Interactive. People living in the Eastern U.S. are least likely to own cars/trucks (77%), while those in the West are most likely (93%) to own these vehicles. Among Americans who don’t own cars or trucks, 18% expect to buy or lease new vehicles in the next year.
The typical car- or truck-owning household has 1.9 vehicles. Americans who own or have access to cars or trucks travel an average of 30.8 miles on a typical day. Those living in the Eastern U.S. travel an average of 45.9 miles per day.
Echo boomers (ages 18-35) are more likely than members of other generations to consider hybrids, smaller-sized gas-powered vehicles (for fuel efficiency), plug-in hybrids, and fully electric vehicles when shopping for a new car. Men are slightly more likely than women to consider purchasing hybrids and plug-ins.
Despite the continuing high prices at the pump, only 10% of Americans say that over the past two years they’ve become less likely to consider a gas-powered vehicle for their next car/truck. About equal proportions say they’ve become more likely to consider gas-powered vehicles (45%) and traditional hybrids (43%) during the past two years. Some 37% say they’ve become more likely to consider smaller gas-powered vehicles, while 30% say they’ve become more likely to consider plug-in hybrids. Fewer than one in four (23%) have become more likely to consider fully electric vehicles.
When asked about their chief concerns about switching to an electric-only vehicle, Americans are most likely to cite price and range. Older Americans are more likely than younger adults to be worried about the range of electric vehicles, and men are more likely than women to be worried about this issue (74% vs. 52%).
Convenient charging stations at home or work and comparable costs to those of gas-powered vehicles are the top incentives that would make Americans consider buying fully electric vehicles.
SOURCES: “Cisco Customer Experience Research: Automotive Industry Global Data,” May 2013, Cisco Systems, Peter Granger, Senior Industry Marketing Manager, Cisco Products Solutions Industry Marketing, 170 W. Tasman Dr., San Jose, CA 95134; 800-553-6387 or 408-227-2726; also Benjamin Culp, Industry Analyst Relations; 949-823-3787; beculp@cisco.com; www.cisco.com/go/customerexperience. Price: Selected data available online; contact for information.
“Harris Poll AutoTECHCAST,” Harris Poll #38, June 2013, Harris Interactive, Larry Shannon-Missal, Harris Poll Research Manager, 60 Corporate Woods, Rochester, NY 14623; 585-272-8400; info@harrisinteractive.com; www.harrisinteractive.com. Price: Available online at no charge.
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