ROCHESTER, Mich., Sept. 28, 2016 (GLOBE NEWSWIRE) -- Several recent consumer studies have found increasing openness to emerging mobility options such as public transportation, taxis, ride sharing services and car sharing services. The New Vehicle Buyer Alternative Mobility Report™ from Foresight Research focuses on a key audience who recently bought a car. “This group is critical to allow automakers to gauge the potential impact of alternative mobility options on future vehicle purchases,” said Chris Stommel, President of Foresight Research.
“Mobility options were used by almost six in ten new car buyers in the past year. Usage jumps to seven in ten Millennials (18-34 year olds) and almost three-quarters of luxury brand buyers,” said Stommel. “A majority use alternative transportation while travelling and about one-third when they are out for the evening. A small group uses them for day-to-day travel around town and errands.”
“Buyers indicate that use of mobility options will increase,” Stommel continued. “Almost one in five new auto buyers expect to use alternative forms of transportation more often in the future, and that increases among Millennials, who may serve as a bellwether. Certain brand buyers are more likely than the average buyer to expect an increase in alternative transportation use moving forward, including Acura, Audi, BMW, Infiniti, Mazda, and Volkswagen.”
All buyers who use alternative transportation are affluent, with high income and college degrees or more, but other demographics vary widely based on mobility option usage levels. For instance, men are more likely to be heavy users, while women are more likely to be light users.
“The top reason for not using mobility options is a lack of current need…but we know how needs can change as the options become better or situations change,” said Stommel. “The second-most mentioned reason for not using mobility options was convenience. It’s also notable that females name safety at double the rate of males as a reason for not using them.”
As of today, about one in seven new car buyers say that mobility options will impact their future vehicle ownership, but that increases to about one in five buyers among Millennials. As auto manufacturers increasingly embrace mobility options, understanding these dynamics among new auto buyers will help them craft strategies moving forward.
The New Vehicle Buyer Alternative Mobility Report™ is sourced from the annual Foresight 2016 CHIPS™ Study among 5,893 recent new auto buyers. This is just one of many reports and custom analyses generated from this database to help automotive marketers better understand purchase influences and make more informed marketing decisions.
About Foresight Research – www.foresightresearch.com
Foresight Research provides information, strategies and best practices for marketers. The robust Foresight databases explore new auto purchase influence for 16 marketing channels; provide actionable insights regarding experiential marketing; and contribute to ROI analyses for automakers and their partners.