2013 Europe Consumers’ Attitudes and Perceptions of Vehicle Safety
Web-based surveys with current car owners were conducted by Frost & Sullivan. Respondents must reside in Europe, currently drive a car no older than the 2011 model year, and intend to purchase a new car within the next XX years.
In some instances, a certain number of randomized responses were shown to respondents to reduce questionnaire length.
About this report
Overall, safety is the second most influential general vehicle feature for next vehicle purchase, with reliability being the first. Majority of respondents have their families and themselves in mind when purchasing safety options. The French, however, are significantly more concerned with the safety of their children than their European counterparts. Attitudes toward safety can impact adoption rates. Those segmented as skeptics are slower to adopt, but basic safety seekers and full feature seekers should be targeted to increase safety system adoption rates. Familiarity with safety systems is moderate. Generally, those safety systems with higher familiarity also have higher uptake rates.
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