Driving.ca ‘s recently did a survey on new car purchasing behaviour conducted by Research House. The survey revealed that when it comes to purchasing a new vehicle, price is the number one decision factor for the majority of Canadians (85 per cent). Price even tops important attributes like fuel efficiency (73 per cent), style (45 per cent) and safety (61 per cent). Price was such a large concern for Canadians that 56 per cent of respondents also claimed that they would want to know what their neighbours paid for their cars if it could help them save money.
See full press release below.
Full Press Release:
Postmedia’s Driving.ca New Car Survey finds 56 per cent of Canadians want to know what their neighbours paid for their car
February 18, 2015 (TORONTO, ON) – Driving.ca, Canada’s leading online destination for the latest automotive news, reviews, photos and videos, revealed today that Canadians are concerned with value when it comes to new car purchases, with 85 per cent of Canadians selecting price as the most important factor when purchasing a car.
Fifty-six per cent of respondents also noted that they would want to know what their neighbours paid for their car if it could help them save money. This was much more important to younger Canadians – 68 per cent of those under the age of 24 and 67 per cent of 25 to 34 year olds would be interested in knowing what their neighbours paid for their car, compared to only 44 per cent of those 55 years or older. Interestingly, it was also more important to Canadians in the high income bracket – 68 per cent of those who earned more than $100,000 were curious about this information.
Driving.ca’s New Car survey found that men and women have a difference in opinion when it comes to determining which factors play the biggest role in the final decision on a car purchase. Fifty-two per cent of men noted that the quality and appearance of the car was important to them, while only 39 per cent of women felt the same way. Women were found to place greater importance on safety and how the car handles in winter conditions, with 69 per cent placing value on this factor compared to only 53 per cent of men.
“We asked Canadians what factors into their car buying decisions and which tools would be most helpful,” said Cole Reiken, VP Digital Businesses at Postmedia. “A majority cited that easy access to current market value and unbiased pricing were of top importance. Also important to a majority of those surveyed was the ability to compare various makes and models which makes sense as 57 per cent consider three to four vehicles before making a final decision.”
Driving.ca is an online resource with tools that allow shoppers to perform price and market comparisons including neighbourhood pricing and incentive features. In tandem with its newly optimized car comparison application, Driving.ca had the survey commissioned to gain a greater understanding of what Canadians are looking for when making a car purchase.
About the Driving.ca 2015 New Car survey
The survey was conducted online by Research House, an Environics Company, between January 7 and January 11, 2015 and collected data from a random sample of 1,102 respondents in Canada. The survey focused on concerns and views surrounding the process of purchasing a car including enjoyment of the process, valued car features, selection process, and factors affecting purchase. The survey was applied to those over the ages of 18 years old and targeted a variety of income groups across the provinces and within the three territories.
For more information jump on over to Driving.ca