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.
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