2005 Canadian Consumer Tire Attitude Study Highlights

Transcription

1 2005 Canadian Consumer Tire Attitude Study Highlights Be Tire Smart Play your PART Seminar June 23, 2005

2 Agenda! Background" Survey Goals" Results" Observations" Questions" "

3 Background! Background The 2005 Canadian Consumer Tire Attitude Study is a follow-up to the Tire Maintenance Study commissioned by the Rubber Association of Canada in January 2003.

4 Survey Goals! Background Determine the current knowledge levels and motivators of Canadian consumers in regards to tire inflation. Capture the frequency of some maintenance activity that may be related to tire maintenance. Compare results with the Consumer Tire Survey (2003) and data collected during Environment Canada Emissions Testing Clinics (2004) where applicable.

5 Methodology! Background Telephone survey conducted in February 2005 National probability sample 1001 completed interviews Confidence interval for total sample: +/- 3.1%, 19 times out of 20

6 Background Is maintaining proper tire inflation important to you? Base: Total Sample = No 10% No 4% Yes 90% Yes 96% Table 1

7 Background Is maintaining proper tire inflation important to you? Results somewhat predictable. Consumers again say maintaining proper tire inflation is important but the results show that the reality is somewhat different. No significant regional differences. Slightly higher among males (97.1%) compared to females (94.8%) Youth was also low at 90.8%. Table 1

8 Background Reasons for the importance of proper tire inflation - Unaided Older respondents were less likely to cite overall vehicle safety as their reason for thinking proper inflation is important and more likely to cite tire life Females were much more likely to cite safety than males (46.5% vs. 32%) British Columbia drivers more concerned with safety (48.5%) while Alberta drivers least concerned with safety (33.3%) Overall vehicle safety Longer tire life Improved handling Improved fuel economy Preventing tread separation Other reasons 39% 46% 34% 39% 38% 33% 33% 29% 5% 3% 9% 5% 0% 10% 20% 30% 40% 50% Table 2

9 Background When is the best time to check tire pressure? - Aided Don't Know 27% When Warm 22% Don't Know 19% When Warm 19% Either 13% Either 25% When Cold 38% When Cold 37% Table 4

10 Background When is the best time to check tire pressure? - Aided Fairly even distribution of results. Only 36.8% of respondents identified the correct (cold) time to check tire pressure. British Columbia had the largest number of respondents answering correctly at 47.1%. Males were correct more than females (47.1% vs. 25.5%) Increasing number of people thinking either hot or cold is OK. Table 4

11 How often do you check your tires for proper inflation? - Base: Total Sample = 1001 Every 7 to 11 months 3% About yearly 5% 2003 Every 2 to 3 years 2% Not Stated 2% Once a month or more frequent 39% Every 7 to 11 months 7% About yearly 7% 2004 Every 2 to 3 years 1% Not Stated 0% Once a month or more frequent 32% Every 2 to 6 months 49% About yearly 2% Every 7 to 11 months 3% 2005 Every 2 to 3 years 0% Not Stated 2% Every 2 to 6 months 53% Once a month more frequent 48% Every 2 to 6 months 45% Table 10

12 How often do you check your tires for proper inflation? Some 48% of consumers in 2005 say they check their tire pressure monthly. This is a significant increase over studies in 2003 and We believe this is highly overstated since this contradicts the actual results of the survey and/or indicates the consumer is misinformed as to the correct tire pressure. Table 10

13 Average Importance of Proper Tire Inflation - Aided (out of 5) - Base: Total Sample = 1001 To overall vehicle safety When prompted, most respondents once again assigned great importance to each factor. To improved fuel economy To longer tire life To improved handling To preventing tread separation Table 5

14 What would lead you to check your tire pressure? Unaided - Base: Total Sample = 1001 Tires looked low Noticed change in handling / steering Part of regular routine Time since last vehicle check/service Unknown Change in seasons Someone else pointed it out A tire pressure warning system Other 6% 4% 3% 2% 3% 5% 3% 2% 2% 3% 3% 10% 24% 27% 21% 26% 53% 51% 0% 10% 20% 30% 40% 50% 60% Table 7

15 How do you normally determine what pressure to set your tires? Unaided - Base: Total Sample = 1001 Still a considerable number of people relying on tire sidewall information. Perhaps more education needed on this issue. More people consulting owners manual. Fewer people aware of the vehicle placard. Table 8

16 How do you normally check your tires for proper inflation? Unaided - Base: Total Sample = 1001 Using a personal air pressure gauge 64% 64% Using the gauge on service station air pump Visually Another person normally checks Waits for vehicle servicing Does not check Other 13% 19% 8% 5% 9% 10% 6% 6% 6% 1% 2% 2% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100 % Table 9

17 When do you normally check your tires for proper inflation? Aided - Base: Total Sample = 1001 Appears to be more regular checks. When preparing for a long trip has increased significantly. Change of season has increased. Perhaps related to tire changeover. Table 12

18 Reasons for not checking inflation more regularly Unaided - Base: Total Sample = 1001 Table 11

19 What would encourage you to check your tire inflation more often? open ended question. Base: Total Sample = 1001 Not stated 25.7% Don't know 20.2% If tires were soft / low 7.6% Already do it often 7.0% Any change handling of car / steering 4.9% Being more aware / knowledgable 4.2% Had a leak 3.4% Problem with tires 2.9% Safety reasons 2.7% Other 2.2% Was going out of town / trip 1.8% If I drove more often 1.8% Having someone remind me 1.8% Tires old / bad tires 1.7% Fuel economy / better mileage 1.7% Flat tires 1.6% Recommendation from manufacturer / dealer / garage 1.5% Tread wear 1.4% Weather conditions 1.1% Hitting potholes / debris 1.1% Easier way to do it 1.1% Automatic signalling device / light 1.1% Temperature change 1.0% An accident 1.0% If they can prove it will pay off 0.9% Had a better gauge / proper tools 0.6% More free time 0.4% Garage mechanic does it 0.4% Carrying extra weight 0.4% Make it part os someone's routine 0.3% Have someone else do it 0.3% Better weather 0.2% A specific / better warranty 0.2% Table 13

20 Are you aware of any existing consumer programs that are designed to make people aware of proper tire inflation? Base: Total Sample = Yes 9% No 91% Table 16

21 Have you heard of the Be Tire Smart, Play Your Part program? Base: Those aware of consumer programs = 94 Recognition of the Be Tire Smart, Play Your Part program is not high. This would be an expected result for any program of this type Yes 12% No 88% Table 17

22 Where have you heard of the Be Tire Smart, Play Your Part program? - Base: Those aware of consumer programs = 94 Television 39% Newspaper/Magazine 20% Tire retailer 15% Brochure/Pamphlet 9% Internet 2% Other 15% 0% 10% 20% 30% 40% 50% 2005 Table 18

23 How do you think the industry/government should inform consumers about the importance of tire pressure maintenance? Base: Total Sample = 1001 Notice on Gasoline Pump Advertising Campaign 54% 60% 50% 58% Public Service Announcements During Traffic Reports 23% 30% 42% 40% With Tire Clinics 14% 31% Consumers still indicate that a Notice on the gasoline pump would be the best way to inform them of proper tire inflation. By Mail Other 13% 25% 9% 17% 0% 20% 40% 60% Table 19

24 Observations! The message regarding proper tire pressure and fuel economy and fuel efficiency seems to be top of mind. Possibility to reinforce while it is still fresh in the consumers mind and while higher fuel prices continue to be in the news. Consumers are still relying on visual inspection to determine if tire pressure is low. Consumers are (incorrectly) relying on tire sidewall information to determine proper tire inflation for their vehicle. Awareness of placard is declining. Point of sale messages (at fuel pumps) may be one of the best ways of reaching consumers.

25 Questions