New York, NY – Purchasing a new car can often be triggered by major life events, particularly changes in employment, according to a new survey of over 500 women conducted by Ipsos Public Affairs on behalf of CarMax. Over half of women say that a change in their career – either taking a new job (37%) or retiring (23%) – would be most likely to motivate them to purchase a car.
Family changes can also factor in, as at least one in ten women say that pregnancy or having an additional child (15%), their child becoming a driver (11%), or having an empty nest (10%) would be the most likely event that would motivate them to buy a car. Additionally, 3% say they would be most likely to purchase a car if they were to get a divorce.
However, opinions vary greatly depending on life stage.
- Getting a new job is even more likely to be a motivator among younger women (43%) than among women aged 55 and older (24%). Similarly, older women are more likely than those who are under 55 to say that retirement would instigate a car purchase (44% vs. 13%).
- Women under 35 are much more likely than those who are older to purchase a car if they were to become pregnant or have another child (41% vs. 3%). Similarly, women 35 and older are more likely to be looking ahead to when their children leave the nest; 13% of women aged 35 and older say having an empty nest would be the most likely event to prompt the purchase of a car compared to just 2% of younger women.
- Moms with children under 18 in the house are much more likely than women without children to say that having another child (26% vs. 9%) or their child becoming a driver (24% vs. 5%) would be most likely to compel them to buy a car.
These are some of the findings of an Ipsos poll conducted August 17-19, 2009. For the survey, a national sample of 510 women aged 18 and older from Ipsos’ U.S. online panel were interviewed online. Weighting was then employed to balance demographics and ensure that the sample's composition reflects that of the U.S. adult population according to Census data and to provide results intended to approximate the sample universe. A survey with an unweighted probability sample of this size and a 100% response rate would have an estimated margin of error of +/- 4.3 percentage points 19 times out of 20 of what the results would have been had the entire adult population of women aged 18 and older in the United States had been polled. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error, and measurement error.
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Senior Vice President
Ipsos Public Affairs
About Ipsos Public Affairs
Ipsos Public Affairs is a non-partisan, objective, survey-based research practice made up of seasoned professionals. We conduct strategic research initiatives for a diverse number of American and international organizations, based not only on public opinion research, but elite stakeholder, corporate, and media opinion research.
Ipsos has media partnerships with the most prestigious news organizations around the world. Ipsos Public Affairs is the polling agency of record for The McClatchy Company, the third-largest newspaper company in the United States and the international polling agency of record for Thomson Reuters, the world’s leading source of intelligent information for businesses and professionals.
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