BC Vehicle Buyers Not Thinking “Safety First”

Wednesday, February 08, 2012

Vancouver, BC – An Ipsos Reid survey in British Columbia, conducted on behalf of ICBC, shows that most vehicle buyers are not readily thinking of “safety” when making a vehicle purchase decision. Instead, “price” and “fuel efficiency” are of greater top-of-mind consideration.

Top-of-Mind Considerations When Making a Vehicle Purchase

Half (48%) of BC vehicle buyers say that “price” is one of their top considerations when deciding which vehicle to buy. Following closely, 42% say that “fuel efficiency/consumption” is one of their top considerations. Meanwhile, “safety” falls-out third in standing with 32% of vehicle buyers naming it as one of their top considerations. Lesser mentions include “brand” (16%), “reliability” (15%), the “condition/look” of the vehicle (14%), “vehicle type/style” (11%), “comfort” (10%), “features/specs” (10%), as well as “seating/cargo” space and capacity (10%).

Important Safety Features

When asked to identify important vehicle safety features, BC vehicle buyers most commonly mention “airbags” (57%). Following distantly are mentions of “anti-lock brakes” (23%), “brakes in general” (18%), and “seatbelt features” (10%). Very few vehicle buyers identify newer technologies such as “warning systems” (2%), “electronic stability control” (1%), “head restraints” (1%), and “front airbags” (1%).

These are the findings of an online Ipsos Reid poll of 1048 adult British Columbia drivers (drive at least one hour per week) conducted using Ipsos Reid’s online household panel between December 1 and 20, 2011. This factum is based on 465 vehicle buyers defined as those who have recently made, or plan on purchasing a vehicle in the near future. A survey with an unweighted probability sample of n=465 and a 100% response rate would have an estimated margin of error of ±4.5 percentage points, 19 times out of 20. The margin of error would be larger within regions and for other sub-groupings of the survey population. These data were statistically weighted to ensure the sample's regional and age/gender composition reflects that of the actual BC driving population according to ICBC’s driver’s licence distribution.

For more information on this news release, please contact:

Kyle Braid
Vice President
Ipsos Reid Public Affairs

About Ipsos Reid

Ipsos Reid is Canada's market intelligence leader, the country's leading provider of public opinion research, and research partner for loyalty and forecasting and modelling insights. With operations in eight cities, Ipsos Reid employs more than 600 research professionals and support staff in Canada. The company has the biggest network of telephone call centres in the country, as well as the largest pre-recruited household and online panels. Ipsos Reid's marketing research and public affairs practices offer the premier suite of research vehicles in Canada, all of which provide clients with actionable and relevant information. Staffed with seasoned research consultants with extensive industry-specific backgrounds, Ipsos Reid offers syndicated information or custom solutions across key sectors of the Canadian economy, including consumer packaged goods, financial services, automotive, retail, and technology & telecommunications. Ipsos Reid is an Ipsos company, a leading global survey-based market research group.

To learn more, please visit www.ipsos.ca.

About Ipsos

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BC Vehicle Buyers Not Thinking “Safety First”


Kyle Braid
Senior Vice President / Vice-Président Senior, Canada
Ipsos Public Affairs
+1 778 373 5130