🚗 GWI Automotive Q1 2024 is now available on our platform. Here are just some of the insights from this wave’s data:
💰 Cost is the #1 purchase factor for many items, but when it comes to tires, it isn’t in the top 3. Safety (42%), smooth ride/comfort (33%), and long lasting tread life/durability (33%) are all more important.
👋 Michelin gains three stars according to our data, as they’re the #1 tire brand across all markets for brand awareness, past purchase, and intended purchase for the next set of tires (though weirdly, regularly going to restaurants makes you less likely to have heard of the brand behind the Michelin star system).
⛽ 8 in 10 fuel-powered car owners opt for standard grade fuel, but the rate of buying premium fuel goes up with pricier car type. Luxury car owners (+196% more likely to choose premium fuel) and sports/performance car owners (+144% more likely) are the most likely to opt for premium at the pump.
🚅 Don’t forget GWI Automotive also has some nifty stats about transport in general, not just cars. Our first wave took place around the same time China officially ended its zero-Covid policy, which has resulted in a 12% increase in the number of consumers who travel by train there at least once a week.
🚨Other important stuff❗
In Q1 2024, we took a number of steps to help reduce the gap between survey response styles across our global sample. This involved us taking a stricter approach to genuine respondents who’re responding enthusiastically and those who’re selecting answers in a way that’s inaccurate or insincere due to differences in survey response styles.
What does this mean for you?
We recommend that you try deselecting China when looking at trends on a global level to see if the theory still stands. This is good practice anyway, as regional trends can sometimes still be visible at a global level, but it’s even more important in the context of these changes.
When looking for trends with China, we recommend that you try looking for how individual data points have shifted relative to each other. For example, if the percentage of car owners engaging with a particular brand has decreased, this could just be a result of these changes. But if that brand has fallen below a competitor, it’s likely a real world change in behavior is contributing towards the decline.
Check out the latest questionnaire for GWI Automotive here!