Table of Contents
Executive Summary
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- The market
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- Figure 1: Future vehicle purchasing plans, November 2014
- Market factors
- The consumer
- Interest in electronic tech is high, despite concerns about driver distraction
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- Figure 2: Tech/audio and safety features, November 2014
- Self-driving cars not generating much interest
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- Figure 3: Interest in auto innovations, November 2014
- Entertainment, safety, smartphone connectivity drive the consumer
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- Figure 4: Auto innovations for children, November 2014
- Safety is prioritized over technology
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- Figure 5: Attitudes toward auto innovations, November 2014
- What We Think
Issues and Insights
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- Consumers need to be connected
- The issues
- The implications
- Safety still matters
- The issues
- The implications
Trend Applications
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- Trend: Prepare for the Worst
- Trend: Cam Cam
- Trend: Who Needs Humans?
Market Drivers
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- Key points
- Aging vehicle fleet means pent-up demand
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- Figure 6: Average Age of Passenger Cars and Light Trucks, 2002-13
- New smartphone tech will drive the market in the near term
- Safety Matters
Innovations and Innovators
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- Apple CarPlay and Android Auto change the game
- GM’s 4G LTE brings wi-fi to the car
- Chevrolet brings video to the 'Vette
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- Figure 7: Cheverolet’s performance tracking management
- Self-driving cars still under development
- Nissan Smart rearview mirror clears up rear sightlines
- Plethora of driver-assist features aim to make drivers safer
Social Media
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- Key points
- Market overview
- Key social media metrics
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- Figure 8: Key performance indicators, selected car brands, Jan. 26, 2014-Jan. 25, 2015
- Brand usage and awareness
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- Figure 9: Brand usage and awareness of car brands, November 2014
- Interaction with brands
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- Figure 10: Interaction with car brands, November 2014
- Leading online campaigns
- Vine
- Integrated social media campaign
- Social media for social good
- Hashtag campaign
- What we think
- Online conversations
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- Figure 11: Online mentions, selected car brands, Jan. 26, 2014-Jan. 25, 2015
- What are people talking about online?
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- Figure 12: Mentions by topic of conversation, selected car brands, percent of total mentions, Jan. 26, 2014-Jan. 25, 2015
Vehicles Owned
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- Key points
- Despite rise in crossover SUV sales, cars still dominate
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- Figure 13: Type of vehicle owned, November 2014
- Higher-income consumers more likely to own crossovers
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- Figure 14: Type of vehicle owned, by household income, November 2014
- Parents favor crossovers, SUVs and vans
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- Figure 15: Type of vehicle owned, by presence of children in household, November 2014
- Smartphone owners likely to own cars
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- Figure 16: Type of vehicle owned, by mobile device ownership, November 2014
- Crossovers/SUVs popular among owners of newer vehicles
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- Figure 17: Type of vehicle owned, by type of vehicle, November 2014
- Figure 18: Type of vehicle owned, by model year, November 2014
Cost of Most Recent Vehicle Purchase
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- Key points
- With new-car transaction price around $30,000, most buyers paid just under that
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- Figure 19: Cost of most recent vehicle purchase, November 2014
- Younger car owners spent less on most recent vehicles
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- Figure 20: Cost of most recent vehicle purchase, by age, November 2014
- Parents spend more on vehicles than those without children
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- Figure 21: Cost of most recent vehicle purchase, by presence of children in household, November 2014
Method of Last Vehicle Purchase and Model Year
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- Key points
- Most car buyers bought new
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- Figure 22: Method of last vehicle purchase, November 2014
- Parents prefer to buy new
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- Figure 23: Method of last vehicle purchase, by presence of children in household, November 2014
- Large number of newer vehicles means demand for innovations may be pent-up
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- Figure 24: Model year, November 2014
- The higher the income, the newer the vehicle
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- Figure 25: Model year, by household income, November 2014
- Parents have safety incentive to replace vehicles frequently
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- Figure 26: Model year, by presence of children in household, November 2014
Plan to Purchase Vehicles
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- Key points
- Thanks to pent-up demand, vehicle owners looking to buy again soon
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- Figure 27: Future vehicle purchasing plans, November 2014
- Men looking to buy sooner than women
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- Figure 28: Future vehicle purchasing plans, by gender, November 2014
- Younger buyers more apt to be buying soon
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- Figure 29: Future vehicle purchasing plans, by age, November 2014
- Higher-household income respondents more likely to buy a new vehicle sooner
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- Figure 30: Future vehicle purchasing plans, by household income, November 2014
- Families more likely to be looking to buy a new vehicle in the near future
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- Figure 31: Future vehicle purchasing plans, by presence of children in household, November 2014
- Those who spent more on their last car likely to buy new cars
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- Figure 32: Future vehicle purchasing plans, by vehicle price, November 2014
- Those with older cars waiting to buy next vehicle
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- Figure 33: Future vehicle purchasing plans, by model year, November 2014
Comfort/Convenience Features
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- Key points
- Comfort takes precedence over innovations
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- Figure 34: Interest in comfort/convenience features, November 2014
- Men more interested in comfort and convenience than women
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- Figure 35: Interest in comfort/convenience features – Any interest, by gender, November 2014
- Older buyers express less interest in more recent creature comfort innovations
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- Figure 36: Interest in comfort/convenience features – Any interest, by age, November 2014
- Consumers crave comfort regardless of income
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- Figure 37: Interest in comfort/convenience features – Any interest, by household income, November 2014
- Whether buying sooner or later, consumers interested in comfort, convenience
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- Figure 38: Interest in comfort/convenience features – Any interest, by plan to purchase, November 2014
Tech/Audio and Safety Features
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- Key points
- Interest high in tech features, but concerns hold back multimedia and smartphone features
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- Figure 39: Tech/audio and safety features, November 2014
- Men more interested in tech features
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- Figure 40: Tech/audio and safety features – Any interest, by gender, November 2014
- Older buyers less interested in high-tech features
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- Figure 41: Tech/audio and safety features – Any interest, by age, November 2014
- With higher household income comes more interest in high tech
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- Figure 42: Tech/audio and safety features – Any interest, by household income, November 2014
- Parents focus on safety innovations
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- Figure 43: Tech/audio and safety features – Any interest, by presence of children in household, November 2014
Interest in Auto Innovations
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- Key points
- Self-driving cars yet to garner much public interest
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- Figure 44: Interest in auto innovations, November 2014
- Safety features appeal to older vehicle owners
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- Figure 45: Interest in auto innovations, by age, November 2014
- Parents interested in keeping children entertained
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- Figure 46: Interest in auto innovations, by presence of children in household, November 2014
- Higher interest in innovations among those who have more expensive cars
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- Figure 47: Interest in auto innovations, by vehicle price, November 2014
Auto Innovations for Children
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- Key points
- Parents interested in using tech to keep an eye on teens
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- Figure 48: Auto innovations for children, November 2014
- Figure 49: Auto innovations for children, by gender, November 2014
- Middle-aged adults worry the most about teen-driving habits
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- Figure 50: Auto innovations for children, by age, November 2014
Attitudes toward Auto Innovations
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- Key points
- Safety trumps other types of tech
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- Figure 51: Attitudes toward auto innovations, November 2014
- Woman more interested than men in safety tech
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- Figure 52: Attitudes toward auto innovations, by gender, November 2014
- Older vehicle owners have a strong interest in safety
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- Figure 53: Attitudes toward auto innovations, by age, November 2014
- Parents are interested in innovations for passengers, may buy a new vehicle sooner
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- Figure 54: Attitudes toward auto innovations, by presence of children in household, November 2014
- Those who paid more for their last vehicle express less interest in innovations
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- Figure 55: Attitudes toward auto innovations, by vehicle price, November 2014
- Those who are planning to buy sooner are less interested in innovations
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- Figure 56: Attitudes toward auto innovations, by plan to purchase, November 2014
Race and Hispanic Origin
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- Key points
- Vehicle ownership high across all races
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- Figure 57: Type of vehicle owned, by race/Hispanic origin, November 2014
- Whites, Hispanics likely to spend more than $40,000 on a vehicle
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- Figure 58: Cost of most recent vehicle purchase, by race/Hispanic origin, November 2014
- Safety strongest among Whites, Hispanics
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- Figure 59: Attitudes towards auto innovations, by race/Hispanic origin, November 2014
- Hispanics show most interest in safety innovations
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- Figure 60: Auto innovations for children, by race/Hispanic origin, November 2014
Appendix – Other Useful Consumer Tables
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- Vehicles owned
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- Figure 61: Type of vehicle owned, by gender, November 2014
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- Figure 62: Type of vehicle owned, by age, November 2014
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- Figure 63: Type of vehicle owned, by generation, November 2014
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- Figure 64: Type of vehicle owned, by marital status, November 2014
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- Figure 65: Type of vehicle owned, by vehicle price, November 2014
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- Figure 66: Type of vehicle owned, by plan to purchase, November 2014
- Cost of most recent vehicle purchase
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- Figure 67: Cost of most recent vehicle purchase, by gender, November 2014
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- Figure 68: Cost of most recent vehicle purchase, by household income, November 2014
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- Figure 69: Cost of most recent vehicle purchase, by generation, November 2014
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- Figure 70: Cost of most recent vehicle purchase, by marital status, November 2014
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- Figure 71: Cost of most recent vehicle purchase, by ownership – type of vehicle, November 2014
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- Figure 72: Cost of most recent vehicle purchase, by vehicle price, November 2014
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- Figure 73: Cost of most recent vehicle purchase, by type of vehicle, November 2014
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- Figure 74: Cost of most recent vehicle purchase, by model year, November 2014
- Method of last vehicle purchase
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- Figure 75: Method of last vehicle purchase, by gender, November 2014
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- Figure 76: Method of last vehicle purchase, by age, November 2014
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- Figure 77: Method of last vehicle purchase, by generation, November 2014
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- Figure 78: Method of last vehicle purchase, by household income, November 2014
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- Figure 79: Method of last vehicle purchase, by race/Hispanic origin, November 2014
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- Figure 80: Method of last vehicle purchase, by employment status, November 2014
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- Figure 81: Method of last vehicle purchase, by marital status, November 2014
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- Figure 82: Method of last vehicle purchase, by ownership – type of vehicle, November 2014
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- Figure 83: Method of last vehicle purchase, by vehicle price, November 2014
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- Figure 84: Method of last vehicle purchase, by model year, November 2014
- Model Year
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- Figure 85: Model year, by gender, November 2014
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- Figure 86: Model year, by age, November 2014
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- Figure 87: Model year, by generation, November 2014
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- Figure 88: Model year, by race/Hispanic origin, November 2014
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- Figure 89: Model year, by employment status, November 2014
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- Figure 90: Model year, by marital status, November 2014
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- Figure 91: Model year, by vehicle price, November 2014
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- Figure 92: Model year, by plan to purchase, November 2014
- Plans to purchase vehicles
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- Figure 93: Future vehicle purchasing plans, by generation, November 2014
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- Figure 94: Future vehicle purchasing plans, by race/Hispanic origin, November 2014
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- Figure 95: Future vehicle purchasing plans, by employment status, November 2014
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- Figure 96: Future vehicle purchasing plans, by marital status, November 2014
- Comfort/convenience features
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- Figure 97: Interest in comfort/convenience features – Any interest, by generation, November 2014
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- Figure 98: Interest in comfort/convenience features – Any interest, by employment status, November 2014
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- Figure 99: Interest in comfort/convenience features – Any interest, by presence of children in household, November 2014
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- Figure 100: Interest in comfort/convenience features – Any interest, by marital status, November 2014
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- Figure 101: Interest in comfort/convenience features – Any interest, by vehicle price, November 2014
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- Figure 102: Interest in comfort/convenience features – Any interest, by race/Hispanic origin, November 2014
- Tech/audio and safety features
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- Figure 103: Tech/audio and safety features – Any interest, by generation, November 2014
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- Figure 104: Tech/audio and safety features – Any interest, by race/Hispanic origin, November 2014
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- Figure 105: Tech/audio and safety features – Any interest, by employment status, November 2014
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- Figure 106: Tech/audio and safety features – Any interest, by marital status, November 2014
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- Figure 107: Tech/audio and safety features – Any interest, by vehicle price, November 2014
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- Figure 108: Tech/audio and safety features – Any interest, by plan to purchase, November 2014
- Interest in auto innovations
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- Figure 109: Interest in auto innovations, by gender, November 2014
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- Figure 110: Interest in auto innovations, by generation, November 2014
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- Figure 111: Interest in auto innovations, by race/Hispanic origin, November 2014
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- Figure 112: Interest in auto innovations, by region, November 2014
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- Figure 113: Interest in auto innovations, by area, November 2014
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- Figure 114: Interest in auto innovations, by household income, November 2014
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- Figure 115: Interest in auto innovations, by marital status, November 2014
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- Figure 116: Interest in auto innovations, by plan to purchase, November 2014
- Auto innovations for children
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- Figure 117: Auto innovations for children, by household income, November 2014
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- Figure 118: Auto innovations for children, by vehicle price, November 2014
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- Figure 119: Auto innovations for children, by plan to purchase, November 2014
- Attitudes toward auto innovations
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- Figure 120: Attitudes toward auto innovations, by generation, November 2014
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- Figure 121: Attitudes toward auto innovations, by household income, November 2014
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- Figure 122: Attitudes toward auto innovations, by employment status, November 2014
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- Figure 123: Attitudes toward auto innovations, by marital status, November 2014
Appendix – Social Media
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- Key brand metrics
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- Figure 124: Key social media indicators of selected car brands, January 2015
- Online conversations
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- Figure 125: Online mentions, selected car brands, Jan. 26, 2014-Jan. 25, 2015
- Brand usage or awareness
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- Figure 126: Brand usage or awareness, November 2014
- Figure 127: Tesla usage or awareness, by demographics, November 2014
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- Figure 128: BMW usage or awareness, by demographics, November 2014
- Figure 129: Ford usage or awareness, by demographics, November 2014
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- Figure 130: Toyota usage or awareness, by demographics, November 2014
- Figure 131: Honda usage or awareness, by demographics, November 2014
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- Figure 132: Chevrolet usage or awareness, by demographics, November 2014
- Activities done
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- Figure 133: Activities done, November 2014
- Figure 134: Tesla – Activities done – I have looked up/talked about this brand online on social media, by demographics, November 2014
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- Figure 135: Tesla – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, November 2014
- Figure 136: Tesla – Activities done – I follow/like the brand on social media because, by demographics, November 2014
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- Figure 137: Tesla – Activities done – I have researched the brand on social media to, by demographics, November 2014
- Figure 138: BMW – Activities done – I have looked up/talked about this brand online on social media, by demographics, November 2014
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- Figure 139: BMW – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, November 2014
- Figure 140: Ford – Activities done – I have looked up/talked about this brand online on social media, by demographics, November 2014
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- Figure 141: Ford – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, November 2014
- Figure 142: Ford – Activities done – I follow/like the brand on social media because, by demographics, November 2014
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- Figure 143: Ford – Activities done – I have researched the brand on social media to, by demographics, November 2014
- Figure 144: Toyota – Activities done – I have looked up/talked about this brand online on social media, by demographics, November 2014
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- Figure 145: Toyota – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, November 2014
- Figure 146: Toyota – Activities done – I follow/like the brand on social media because, by demographics, November 2014
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- Figure 147: Toyota – Activities done – I have researched the brand on social media to, by demographics, November 2014
- Figure 148: Honda – Activities done – I have looked up/talked about this brand online on social media, by demographics, November 2014
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- Figure 149: Honda – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, November 2014
- Figure 150: Honda – Activities done – I follow/like the brand on social media because, by demographics, November 2014
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- Figure 151: Honda – Activities done – I have researched the brand on social media to, by demographics, November 2014
- Figure 152: Chevrolet – Activities done – I have looked up/talked about this brand online on social media, by demographics, November 2014
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- Figure 153: Chevrolet – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, November 2014
- Figure 154: Chevrolet – Activities done – I follow/like the brand on social media because, by demographics, November 2014
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- Figure 155: Chevrolet – Activities done – I have researched the brand on social media to, by demographics, November 2014
Appendix – Trade Associations
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