purchase more than 52% of all new vehicles; an $83 billion market.
influence more than 85% of all automotive sales in U.S. households.
spend $300 billion annually on used car sales, maintenance, repairs and service.
buyers are the fastest growing segment of new and used car buyers today.
buyers spend slightly more time in the purchasing process than men (17 wks. vs.
buyers seek more advice from automotive authority websites (62%) before buying
a new car.
all female car buyers (97%) plan on being the principal driver of a new vehicle.
age 41 / College 78% / Median HH Income $66,000
buyers will shop an average of three dealerships for best price and best treatment.
buyers purchase lower priced cars and are more likely to finance their purchase
of 2004, more than 68% of all women use the Internet to research product information
and resources online compared to only one-third of female buyers reading print
buyers prefer to read automotive magazines that address their needs, issues
and priorities when buying.
buyers prefer articles on how to's, basics in buying, leasing, maintenance and
repairs, with safety as their number one concern and number one priority when
buyers place more importance on safety, dependability, functionality and economic
factors. Style and performance ranked last in consideration and factors in if
number one complaint women have with dealerships is how they're treated as customers.
Online anonymity is the preferred method of new car research until it's time to
female buyer study update was performed online by RTM in Decmeber 2004. Additional
statistics have been gleaned from J.D. Power and Associates, RL Polk, Kelly Blue
Book, OnStar, and auto industry trades.RTM