Amid Rising Fuel Prices, Moms Want More Value in Their Vehicle

NEW YORK, March 22, 2011 (GLOBE NEWSWIRE) -- interclick, inc. today announced results from the company's most recent consumer snapshot survey examining habits of moms looking to purchase a car within the next six months. The survey found vehicle value and safety to be among the top drivers for automotive purchase decisions within this key demographic, and this audience is likely to be increasingly cost-conscious as the Department of Energy forecasts gasoline prices to reach record high levels in the coming months.

interclick, in partnership with KN Dimestore, fielded the study in February and surveyed over 2,000 moms planning to purchase a car within the next six months. The study found that 75% of moms plan to spend less than $30K on their next car, with nearly 50% wanting a car that will deliver the most value for its price. A recent survey by Kelley Blue Book shows consumers already reconsidering automotive purchases based on rising fuel costs.

For the segment of moms planning to spend more than $60K on a new car, style and standing out in the crowd were the main decision factors for their next purchase - regardless of cost. The study indicated that moms spending less than $30K identify themselves with cars that will deliver the most value for its price. But these moms are not willing to sacrifice style for value, as they are also looking for options that will be distinctive enough to go to work and provide enough room for their families.

Whatever their spending power, the survey affirmed that safety, regardless of the age or number of children, was the overriding concern for moms when purchasing a new car. Moms are looking for cars that will provide for safe driving, and protection for their family.

In line with their search for safety, SUV's were of top choice for all moms, particularly those with young children. But, as children get older, moms were more likely trade their SUV's for smaller options such as compacts or sedans. In addition, moms are unattached customers, as only less than 20% will purchase the same brand they previously owned.

More and more, increasingly tech savvy moms turn to the internet as a resource in car buying. Today, the internet plays a particularly significant role in their purchasing process, as moms rely more heavily on the internet and social media, compared to the traditional source for information: family and friends. In fact, the internet is often their first stop for information, and more than 50% of moms head straight for the web as their primary point for research and new ideas.

The survey also looked at age discrepancies amongst moms and how they view the impact of their new car on the environment and spending patterns by disposition.

To sign up for this and future audience insight surveys go to:
www.interclick.com/mommycarbuyers.