October 31st, 2023, Clifton Mark
In a recent targeted survey using YouGov Self-Serve, YouGov asked parents about the key features they’re looking for in a car. What do you need when raising (and transporting) the next generation? With 68.4% of UK parents of children under 18 expecting to purchase a car in the next five years, automakers will want to know their preferences.
The most sought-after features by parents are Bluetooth (55%) and cargo space (42%) for carrying any extra gear. Large proportions of parents will also look for easy-to-clean interiors (32%), large back seats (31%) and cup holders (25%).
Mothers and fathers also differ on how important different features are. Male parents are keener on Bluetooth, cargo space and backup cameras as features, as well as memory seat settings. For example, half of them (50%) would look for cargo space compared to 35% of mothers. By contrast, cup holders are a priority for 28% of mums compared to only a fifth (20%) of dads.
Opinions on third-row seating among British parents differ starkly from their American counterparts. In the US, a third of all parents (32%) would look for a third-row of seating when shopping for a new vehicle. In Britain, it’s less than a tenth (9%). Why?
YouGov asked British parents who would not look for a third row of seating what the main disadvantage of this feature is. By far the most popular answer, given by a third of this group (35%), is that cars with three rows of seats are simply too large. Given that British roads tend to be narrower and more congested than their American counterparts, it’s not surprising that car size is a big concern. A further 21% say these cars are two expensive and another 20% worry that the extra seats would cut down on precious cargo space.
While there is no single set of features that will please all or even most of parents, YouGov surveys can provide insight into what’s most important to key market segments.
Methodology: YouGov polled 428 UK parents of children under 19 on September 23 and 24. The survey was carried out through YouGov Surveys: Self-serve. Data is weighted by age, gender, education level, region, and social grade. Learn more about YouGov Surveys: Self-serve.
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