US/GB: What factors do consumers consider when purchasing tires?
September 6th, 2022, Bhavika Bansal

US/GB: What factors do consumers consider when purchasing tires?

Regular tire maintenance is a key step towards automotive safety and optimum performance. But how often do consumers in the US and GB really change their tires, and what factors drive their purchase decisions?

Data from YouGov Profiles – an audience intelligence tool – reveals that more than two in five respondents in the US (47%) and GB (55%) change their tires only when absolutely necessary or in case of damage.

While almost a quarter of consumers in the US (23%) change their tires once every three years, only 14% of Britons do so. Notably, only 3% of consumers in both countries change their tires twice or more per year.

Data from YouGov Profiles further reveals that while the overall price is the biggest concern for consumers in both countries, it is substantially more important in the US (69%) than in GB (57%).

A top concern in the US, tread life is essential for more than half of American consumers (51%) compared to just one in five Britons (20%).

Similarly, durability (US, 46%; GB, 22%), traction (US, 40%; GB, 25%), and tire size (US, 33%; GB, 19%) have a far more significant impact on tire purchasing decisions in the US than in GB.

Though it does not rank among the top five concerns for consumers in the US (28%), the tire brand is one of the top considerations for consumers in GB (26%) - where it comes in a distant second after overall price.

Fuel efficiency (US, 25%; GB, 22%), speed rating (US, 13%; GB, 12%), and load rating (US, 13%; GB, 10%) are also almost equally important for consumers in both the countries.

Interestingly, while it is one of the least considered factors across both countries, rolling resistance is given more thought in the US (11%) than in GB (6%), as is customizability (US, 3%; GB, 1%).

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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for UK and US is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.