Hmmmmm, we wonder how much money was spent on this eye-opening study. According to CNW Market Research, an individual’s personal tastes in a vehicle vary greatly depending on gender and age. (Insert dramatic pause here.)
The data was compiled based on questions posed to consumers by CNW about how much importance they placed on various features offered in cars. The answers where then sorted by gender and age group. Researches first started data collection 2006, and then again in 2010, to see how they’ve changed.
So here’s the scoop on what women are looking for: they look for rear visibility, cost, front visibility, remote side mirrors and side air bags when looking for a new car. On the other hand, men want styling, horsepower, engine design, front visibility and a great sound system.
The data does show some surprising information. The biggest change, from 2006 to 2010, showed the importance that women, versus men, placed on a rather bland feature: Cloth seating surfaces. Women ranked cloth seating as 11 percent more important in 2010, compared to 2006, while men ranked cloth seating as five percent less important. And the feature that showed the second biggest difference of how it was rated important by women, compared to men, over the four-year-period, was bench seats, which were more popular with women in 2006, just as they are today.
What does this research prove? Well, it goes a long way to dispel the myth that women are typically more emotional shoppers than men. Other than that, we’d say this survey goes in the “obvious” file.