ThinkNow Drive Automobile Buying Trends & Habits Report How African-Americans Are Driving Automotive Technology Trends

Transcription

1 ThinkNow Drive Automobile Buying Trends & Habits Report 2017 How African-Americans Are Driving Automotive Technology Trends

2 ThinkNow Drive Online Survey Via ThinkNow Research s Omnibus Study Nationwide, fielded March 2017 Sample Size 1,261 Total Market 262 African-American 262 White 512 Hispanics 226 Asian Screening Criteria Hispanics Non-Hispanics Age Self identify as Hispanic origin years of age Spanish dominant 37% Bilingual 34% English dominant 29% Self identify as White, African-American or Asian 2

3 Who We Are An authority on creating and managing research products that help clients gather insights about rapidly changing consumer segments. Conduct online, in-person and telephone research. Research experience specifically in the Hispanic, African American, Asian and Total markets. Experience in hard-to reach demographic sub-groups. Only full-service market research company that owns & operates an inhouse Hispanic panel. Servicing Fortune 500 clients, ad agencies, nonprofits and other market research companies. 3

4 Our Services ONLINE MARKET RESEARCH COMMUNITIES QUANTITATIVE QUALITATIVE MIXED MODE CONCEPT AND COPY TESTING ADVERTISING EFFECTIVENESS ONLINE PANEL BUILDING ONLINE PANEL INTERCEPTS PHONE WEBSITE USABILITY STUDIES OMNIBUS SURVEYS ATTITUDES & USAGE BRAND TRACKING Los Angeles Headquarters 2100 W. Magnolia Blvd., Suite A/B Burbank, CA PRODUCT TESTING ONLINE & OFFLINE QUALITATIVE 4

5 Purchase Horizon Two-thirds of consumers surveyed are thinking about a vehicle purchase Are you planning to purchase or lease a new car, truck or SUV? Likelihood of Purchase 72% 68% 69% 70% 66% In the next 6-12 months 27% 27% 29% 25% 34% In the next 3-6 months 17% 18% 17% 21% 19% In the next 3 months 23% 22% 24% 25% 17% Yes (net) Total Market Hispanics Whites African Americans Asians African-Americans and Asians are the most likely to say they will be purchasing a vehicle within the next 12 months. Base: Total Market (n=1261), Hispanics (n=512), Whites (n=261), African Americans (n=262), Asians (n=226) indicates statistically significant difference vs. total market at the 95% confidence level 5

6 Purchase New vs. Used Most are thinking new rather than used Are you considering a new or used vehicle? Type of Vehicle Considering 20% 24% 18% 27% 18% 80% 82% 76% 73% 82% Used New Total Market Hispanics Whites African Americans Asians Although the majority of all groups are thinking of purchasing new, Hispanics and African Americans are significantly more likely than average to be considering the purchase of a used vehicle. Intended Purchaser Base: Total Market (n=879), Hispanics (n=366), Whites (n=172), African Americans (n=188), Asians (n=153) indicates statistically significant difference vs. total market at the 95% confidence level 6

7 Body Style Hispanics show significantly higher interest in pickup trucks Which body style are you considering? Body Style(s) Considering Total Market Hispanics Whites African Americans Asians 55% 49% 47% 49% 50% 48% 50% 47% 44% 46% 36% 37% 36% 37% 37% 32% 25% 24% 22% 23% 20% 19% 14% 12% 12% Sedan such as Toyota Camry, Honda Accord, Ford Fusion or similar Smaller SUV such as Honda CR-V, Toyota RAV-4, Ford Escape or similar Compact such as a Toyota Corolla, Honda Civic, Ford Focus or similar Pickup truck such as Ford F-150, Toyota Tacoma or similar Minivan such as Honda Odyssey, Nissan Quest or similar Of the main body styles tested sedans, small SUVs and compacts have similar appeal among likely auto buyers in different ethnic groups, but Hispanics show significantly higher interest in pickups. Intended Purchaser Base: Total Market (n=879), Hispanics (n=366), Whites (n=172), African Americans (n=188), Asians (n=153) indicates statistically significant difference vs. total market at the 95% confidence level 7

8 Information Sources Used Websites are used by the majority of all ethnic groups Where do you seek out information about buying or leasing a new car? Total Market Hispanics Whites African- Americans Asians Websites 73% 75% 73% 67% 76% Ask friends/family 53% 46% 56% 51% 52% Television Commercials 42% 46% 41% 46% 31% Newspaper Ads Magazine Articles Newspaper Articles 19% 18% 22% 21% 22% 28% 17% 18% 20% 19% 23% 17% 18% 23% 13% Magazine Ads Radio Ads 14% 13% 18% 12% 20% 14% 16% 12% 19% 6% Other (specify) 6% 4% 7% 5% 4% Although websites are the leading source of information about automobiles, African Americans are significantly more likely than average to also rely on print media. Base: Total Market (n=1261), Hispanics (n=512), Whites (n=261), African Americans (n=262), Asians (n=226) indicates statistically significant difference vs. total market at the 95% confidence level 8

9 Important Attributes in a New Vehicle Purchase Safety, fuel efficiency, reliability and value for the money are most important What are the 5 most important attributes you look for when purchasing a vehicle? Please rank these 5 by entering a 1 next to the attribute that is most important Fuel efficiency Safety Reliability Best value for money Comfort Low cost of ownership High quality Engineered to last Technology Stylish design Interior space Fun to drive Cargo capacity Luxurious Prestige 4% 7% 8% 3% 4% 4% 1% 3% 1% 2% 1% 6% 11% 13% 16% 16% 13% 13% Total Market 22% 23% 22% 36% 34% 31% 29% 45% 52% Among Top 5 Most important 61% 60% 57% Hispanics Top 5 Attributes Whites African- Americans Asians 63% 60% 60% 61% 60% 60% 64% 62% 50% 59% 57% 55% 51% 52% 53% 51% 45% 46% 40% 45% 35% 37% 34% 33% 37% 32% 35% 51% 32% 32% 31% 26% 30% 28% 27% 31% 21% 23% 25% 27% 27% 22% 20% 17% 13% 17% 17% 15% 14% 13% 15% 9% 12% 13% 14% 13% 11% 5% 8% 4% Asians place significantly more importance on vehicles of high quality with less emphasis on interior space or cargo capacity. Hispanics place relatively high importance on interior space and prestige. Base: Total Market (n=1261), Hispanics (n=512), Whites (n=261), African Americans (n=262), Asians (n=226) indicates statistically significant difference vs. total market at the 95% confidence level 9

10 Important Vehicle Attributes Vehicle functionality and engine power are the most important Out of these features, what are the two (2) most important features you look for when purchasing a vehicle? Total Market Hispanics Whites African- Americans Asians Functionality 63% 55% 65% 66% 66% Engine power 54% 63% 50% 58% 62% Navigation/GPS system 26% 27% 24% 27% 37% Connectivity with smart phone 21% 21% 23% 14% 18% Sound system 20% 18% 22% 16% 14% Voice controls 8% 6% 9% 8% 3% DVD/Entertainment system 8% 10% 7% 10% 1% Engine power is relatively more important to Hispanics and Asians. Asians also value the navigation or GPS system much more than the sound system, entertainment system or voice controls. Base: Total Market (n=1261), Hispanics (n=512), Whites (n=261), African Americans (n=262), Asians (n=226) indicates statistically significant difference vs. total market at the 95% confidence level 10

11 Engine Preference The majority still prefer gas engines What type of engine would you prefer? Engine Power Preference 56% 52% 57% 53% 52% Total Market Hispanics Whites African Americans Asians 24% 26% 24% 28% 20% 7% 8% 6% 8% 7% 3% 3% 3% 4% 10% 1% 11% 9% 15% 12% Gas Hybrid Electric Hydrogen Not sure African-Americans show the lowest interest in hybrid vehicles, though they are just as interested in electric or hydrogen powered engines. Base: Total Market (n=1261), Hispanics (n=512), Whites (n=261), African Americans (n=262), Asians (n=226) indicates statistically significant difference vs. total market at the 95% confidence level 11

12 Reason for Engine Preference Cost and performance drive preference for gas engines Why do you prefer an engine that is [Insert response]? Cost Performance Environmental Sustainability Prefer gas engine 14% Total Market Prefer any alternative engine 25% 33% 42% 46% 55% 49% Preference 67% Gas Hispanics Whites African-Americans Asians Gas Gas Gas Alternatives Alternatives Alternatives Alternatives 53% 46% 56% 44% 50% 35% 60% 30% 49% 39% 45% 30% 53% 45% 39% 31% 16% 63% 14% 69% 12% 57% 18% 76% 25% 44% 24% 49% 34% 50% 25% 50% To be "in the now" 6% 11% 6% 13% 3% 8% 14% 21% 15% 9% Other 4% 1% 2% 2% 4% 1% 6% 1% 5% 1% For whites and African-Americans, performance plays a bigger role in the preference for gas engines, while Asians are more likely to prefer gas engines due to cost. For all groups, preference for alternative engine power sources is driven by environmental and sustainability values. Engine Preference Base: Total Market (n=1119), Hispanics (n=459), Whites (n=239), African Americans (n=223), Asians (n=198) indicates statistically significant difference vs. between gas and alternative engine preference at the 95% confidence level 12

13 New Auto Technology Innovation Most Comfortable With Lower comfort with fully autonomous vehicles How comfortable are you with the following emerging auto technologies? Type of Technology Innovation Most Comfortable With 9% 8% 10% 8% 6% 24% 26% 24% 24% 17% Fully autonomous ride sharing vehicles (Uber/Lyft with no driver) 67% 65% 66% 68% 77% Fully autonomous driving (no human driver necessary) Semi-autonomous driving (needs some human intervention) Total Market Hispanics Whites African Americans Asians Asians in particular are more comfortable with semi-autonomous driving than with fully autonomous driving or fully autonomous ride sharing vehicles. Base: Total Market (n=1261), Hispanics (n=512), Whites (n=261), African Americans (n=262), Asians (n=226) indicates statistically significant difference vs. total market at the 95% confidence level 13

14 Demographics

15 Sample Profile Hispanics n=512 White n=261 African- American n=262 Asian n=226 Hispanics n=512 White n=261 African- American n=262 Asian n=226 Male 51% 50% 48% 47% Born in the U.S. 60% 93% 91% 38% Female 49% 50% 52% 53% Moved here 40% 7% 9% 62% Age Household Income 18 to 34 46% 34% 41% 39% Under $40,000 (Net) 43% 27% 47% 23% 35 to 64 54% 66% 59% 61% $40K $79K (Net) 33% 29% 29% 26% Mean age $80K plus (Net) 21% 36% 18% 42% Census Region Northeast 15% 19% 17% 21% Median income ($000) $45 $68 $40 $75 Educational Attainment Midwest 9% 26% 17% 12% Not high school graduate 4% 4% 5% 2% South 37% 35% 57% 23% High school grad/ged 18% 15% 22% 8% West 40% 20% 9% 44% Some college/aa/trade 42% 35% 41% 28% BA/BS or higher 36% 46% 32% 62%

16 Sample Profile Metric Language Spoken at Home Hispanics n=512 Spanish only 10% Spanish mostly 27% Spanish and English equally 34% English mostly 15% English only 14% Country of Origin Mexican or Mexican-American 64% Puerto Rican 12% Cuban 6% Dominican 3% Central American 6% South American 12% Acculturation Less Acculturated 20% Bicultural 55% More Acculturated 25%