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What's Driving Mom's Car Decision? Fuel Prices Motivate Most

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author photo by Autotrader March 2011

The rising price of gas (15.3% since the beginning of 2011) is a determining factor for moms that plan to purchase a car in the near future. A recent study by interclick, a provider of digital advertising, technology and services, revealed that vehicle value and safety are driving the automotive purchase decisions for mothers. Automakers take note. According to eMarketer, Moms control 80% of household spending.

In the February study, interclick surveyed over 2,000 moms planning to purchase a car within the next six months. The results showed that 75% of moms intend to spend less than $30K on their next car, with nearly 50% wanting a car that will deliver the most value for its price. Not an outrageous proposition. Kelley Blue Book recently recommended that consumers who do not have an urgent need to replace their current vehicle should wait for gas prices to come back down.

For moms with a bigger pocketbook– those planning to spend more than $60K on a new car–cost was not a factor. Their decision was driven by style and whether or not the car would stand out in the crowd. But the moms spending less than $30K were not willing to sacrifice style for value: they wanted vehicles that would have enough room for a family plus some profile appeal.

But whether they could spend $30,000 or $60,000, the survey showed that safety, regardless of the age or number of children, was still a vital concern for moms when purchasing a new car.

SUVs, over Minivans, were the top choice for all moms, especially those with young children. Mothers of older kids were interested in something smaller like a compact car or sedan. Surprisingly, moms weren’t brand loyal: fewer than 20% said they would purchase the same brand they previously owned.

And that age old way of wisdom - word of mouth or advice from family or a friend? Not happening. Almost 50% of moms access the internet for research and new information.

This image is a stock photo and is not an exact representation of any vehicle offered for sale. Advertised vehicles of this model may have styling, trim levels, colors and optional equipment that differ from the stock photo.
What's Driving Mom's Car Decision? Fuel Prices Motivate Most - Autotrader