Vehicle preferences and purchase behaviors of NPR News listeners

NPR LISTENER SURVEY:
The vehicle preferences and purchase behaviors of public radio news listeners
July 2010

KEY FINDINGS
Thirty-nine percent of NPR listeners indicate a likelihood that they will purchase or buy a new vehicle within the next 12 months.
Forty-five percent of NPR listeners currently own vehicles that were worth at least $25,000 when new.
For their next vehicle purchase, four out of five (81%) NPR listeners would consider a hybrid vehicle, and 58% say they would consider an ethanol (flex-fuel) vehicle.
Quality, safety, and price concerns (purchase price, fuel efficiency, and total cost of ownership) dominate the factors that are considered important when making a vehicle purchase.
Secondarily, nine out of ten listeners indicate that the reputation of the manufacturer (91%) and the warranty (89%) are “very” or “somewhat important.”
Among NPR listeners in the market for a new vehicle, the top four vehicle features considered to be “very” or “somewhat important” in their decision process include:
Side impact airbags (89%)
Active fuel management technology (78%)
Electronic stability control (73%)
All-wheel drive (69%)

SURVEY METHODOLOGY
In July 2010, 500 respondents were surveyed online by LightspeedResearch, on behalf of NPR.
Respondents were screened from Lightspeed Research’s online consumer panel of Americans. All respondents met the following criteria:
Between the ages of 25 to 64 years old
Can identify the call letters or frequency of their local public radio news station
Listened to Morning Edition or All Things Considered within the past 7 days
The sample was controlled by gender, age and educational attainment to ensure a fair representation of the public radio news audience
Equal representation of men and women
Educational attainment: 70% holding a bachelor’s degree or higher.
Equal representation across 25-34, 35-44, 45-54 and 55-64 age brackets
Additional steps were taken to ensure data quality by removing respondents with suspicious or inconsistent answers to survey questions.

VEHICLE PURCHASING METRICS

Likelihood to Buy or Lease a Vehicle in Next 12 Months
Question
In the next 12 months, how likely are you to buy or lease a new vehicle?
Results
“Very” or “Somewhat likely” to buy/lease: 39%
Base: n = 500 public radio news listeners

Value of Current Vehicle
Question
How much was your current vehicle worth when it was “new”?
Results: Mean value of current vehicle when “new”: $25,800
45%

Type of Vehicle Considered for Next Purchase
Question
Which of the following kinds of vehicles, if any, would you consider for your next vehicle purchase?
Results

Important Factors Influencing Purchase Decision
Question
Generally speaking, how important are each of the following factors in the consideration process?
Results

Important Factors Influencing Purchase Decision
Question
Generally speaking, how important are each of the following factors in the consideration process?
Results: “Very” or “Somewhat Important”

Vehicle Features Important for Consideration
Question
When considering a new vehicle, how important to you are each of the following features?
Results
Base: n = 193 public radio news listeners who are very or somewhat likely to buy or lease a new vehicle in the next 12 months

Vehicle Features Important for Consideration
Question
When considering a new vehicle, how important to you are each of the following features?
Results: “Very” or “Somewhat Important”
Base: n = 193 public radio news listeners who are very or somewhat likely to buy or lease a new vehicle in the next 12 months

Vehicle preferences and purchase behaviors of NPR News listeners

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