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Mobility: What Every Corporation Needs To Know About Consumer Attitudes & Behavior
Bren School Corporate Partners SummitUniversity of California, Santa Barbara
May 12-13, 2005
Paul LeinbergerGlobal Director
NOP WorldOne Park Plaza, Suite 700
Irvine, CA [email protected]
Personal Values
Consumer Attitudes
Consumer Behavior
80
75
75
70
67
63
63
61
61
60
Honesty
Protecting The Family
Freedom
Health & Fitness
Friendship
Stable Personal Relationships
Justice
Enjoying Life
Knowledge
Self-Esteem
Theme for 2005: Focus Shifts to Family, and Freedom
A New Identity Forming% of Americans 13-65 saying value is extremely or very important to them
Theme for 2005: Focus Shifts to Family, and Freedom
A New Identity Forming% of Americans 13-65 saying value is extremely or very important to them
2005 Roper Reports Worldwide Total Population Weighting
‘Dream’ Increasingly Means ‘Choice’% saying “very much” what American Dream Means to them ‘Dream’ Increasingly Means ‘Choice’% saying “very much” what American Dream Means to them
56
57
59
60
63
65
66
67
69
71
75
To do better than parents
To have job you enjoy
To be able to get college education
Ample time for leisure pursuits
Send kids to college
Financially secure retirement
High school education
Rewarding career, family life
Equal chance for everyone
Home you own
Freedom of choice in how live life
Top 11 of 16 items Roper Reports 2004-1
+5
-1
+2
+4
--
-2
--
-3
-4
-3
+6
Point Difference from 2000
Even more true for $75K+: +12 from total public
Relations with Foreign Countries And Terrorism Tops List of Concerns
% who say they are personally concerned about the following Pt. Diff. From 2002 2001
+3
-8
-4
+8-3+3-2
-1
-2
-2
-
-2
+1
+17
9
12
18
19
20
21
21
21
23
24
25
25
28
Alcoholism
Fuel/Energy shortage
Pollution air/water
Quality of public education
Drug Abuse
Inflation/high prices
Way courts are run
Way young people think/act
Wrong doing by government officials
Money to live right/pay bills
Recession/Unemployment
Crime
Terrorism
Relations w/Foreign Countries +14
N/A
-8
+11-4--
-1
-7
-6
-4
-9
-12
48
48
48
48
51
51
51
51
52
55
Running out of landfill space
Industrial accidents
Water pollution
Nuclear power plant accidents
Abandoned hazardous waste sites
Contamination of drinking water
Destruction of rainforests
Outdoor pollution from factories
Outdoor pollution from auto exhaust
Destruction of Ozone
Top Environmental Concerns% who say the following is a very serious environmental problem… Pt. Diff. From
2002 2001
-6
-4
-4
-4
-3
-
+1
-8
-3
-
-6
-10
-10
-2
-7
-3
-1
-15
-6
+1
Fewer Americans Are Educating Themselves About The EnvironmentFewer Americans Are Educating Themselves About The Environment
52%sometimes/often read an article, watch a television show, or use some other
resource to seek out information about the
environment
-9 points from 2002
-15 points from 2001
Less Interest or Less Publicity = Decline in Environmental KnowledgeLess Interest or Less Publicity = Decline in Environmental Knowledge
% who respond how much they know environmental issues and problems
Don't know1%
Only a little41%
A fair amount35%
A lot7%
Practically nothing
17%
42%57%+6 points
since 2002
-6 points since 2002
Time and Money: Obstacles for Environmental ParticipationTime and Money: Obstacles for Environmental Participation
% who say following are a major or something of a reason for not doing more about the environment
Environmentally safe alternatives are too expensive
I’m so busy I don’t get around to making the changes in my lifestyle which I know I should
I don’t believe products which are labeled environmentally safe are any safer than others
The government is not addressing environmental problems and they should have to solve them
Environmentally safe alternativesdon’t work as well
Others aren’t making sacrificesI can’t solve problems alone
My family wants products that that aren’t environmentally safe but won’t accept alternatives
Large companies are causing the problems & should have to solve them
Americans Lack Trust in Organizations to Achieve Economic and Environmental Balance
% saying listed group they trust the most to achieve a balance between economic development and environmental protection
Pt. Diff.From 2002
+1
-2
+1
-
+16
12
21
21
32
Corporations
Stategovernment
Federalgovernement
Environmentalgroups
Individuals
Hybrids Rank High With InfluentialsHybrids Rank High With Influentials
% saying the following thing is going to be “hot” in 2005
77% Large screen plasma TVs
68% iPod and downloading music
68% Digital video recorder like Tivo
59% Hybrid vehicles
41% Reality TV Shows
37% Low carb diets
Influentialspoint diff. from TP
+4
+8
+3
+10
- 10
- 8
Dec 2004 Roper Reports Outlook Survey
A New, Better Take on AutomobilesDream Car: A Green, Sporty SUVA New, Better Take on AutomobilesDream Car: A Green, Sporty SUV
Influential Women are most likely to say their dream car is…
Reliable (80%, +10 all women)
Safe (72%, +8)
Economical (51%, --)
Green (47%, +26)
Family-oriented (34%, +1)
Sporty (29%, +1)
Powerful (27%, +3)
Luxurious (25%, +4)
They’re most likely to say it’s an SUV (31%, +9)or a four-door sedan (26%, -8)
4 in 10 Influentials are interested in buying a hybrid
(vs. 1 in 4 of total public)
Roper Reports 2004-3 and April 2004 RR Automotive surveys
Hybrids Reach New Heights Hybrids Reach New Heights % who say they have heard of the following engine or vehicle types
74 76 7477
9489 90
9389
85 8489
69 67
73
82
45 46 47
54
44 45 46
5247
57
2002 2003 2004 2005
Gasoline powered internalcombustion engineDiesel engine
Electric vehicle
Hybrid vehicle*
Bi-fuel engine**
Fuel cell
Hydrogen powered engine
* Hybrid vehicle: a combination of gasoline engine and electric motor** Bi-fuel engine: operates on gasoline and natural gas
2005-04 Q5
Hybrids Are Closing The GapHybrids Are Closing The Gap% who say they are interested in buying the following engines or vehicle types in the next four or five years
* Hybrid vehicle: a combination of gasoline engine and electric motor** Bi-fuel engine: operates on gasoline and natural gas
7 pts.
2005-04 Q6
50
5552 53
22
1316
2124
18 16
22
35
25
35
46
26
1518
2622
18 19222226
2002 2003 2004 2005
Gasoline powered internalcombustion engines
Diesel engine
Electric vehicle
Hybrid vehicle*
Bi-fuel engine**
Fuel cell
Hydrogen powered engine
West Chooses Hybrid Over Gasoline PoweredWest Chooses Hybrid Over Gasoline Powered% who say they are interested in buying the following engines or vehicle types in the next four or five years
A.I.*Nort
h
East
Mid-West
South West
62% 42% 61% 55% 54% 61% 39%
46 45 48 37 41 51 49
22 23 23 18 18 24 28
27 14 29 22 19 22 19
31 18 24 25 24 26 28
26 25 30 25 21 30 24
25 17 23 17 26 25 19
Gasoline powered engine
Hybrid vehicle
Electric vehicle
Diesel engine
Hydrogen powered engine
Bi-fuel engine
Fuel cell
2005-04 Q6 * Automotive Influentials
0.0
0.5
1.0
1.5
2.0
2.5
2001 QTR
4
2002 QTR
1
2002 QTR
2
2002 QTR
3
2002 QTR
4
2003 QTR
1
2003 QTR
2
2003 QTR
3
2003 QTR
4
2004 QTR
1
2004 QTR
2
2004 QTR
3
2004 QTR
4
2005 QTR
1
% of Light Vehicle Industry Intentions
SIERRAHYBRID
SILVERADOHYBRID
ACCORDHYBRID
INSIGHT
ESCAPEHYBRID
CIVIC HYBRID
PRIUS
Pruis Hybrid Demand Twice The Rate Of Sales (Among 1 Year Intenders, Q4 2001 to Q1 2005)
Source: AFI Light Vehicle Report
Prius demand peaked in Q3 2004, with demand at 5 times the rate of sales.
Prius demand is currently twice the rate of its sales. And new Prius broadcast advertising started in March
Prius demand peaked in Q3 2004, with demand at 5 times the rate of sales.
Prius demand is currently twice the rate of its sales. And new Prius broadcast advertising started in March
California Leads Hybrid MarketCalifornia Leads Hybrid Market
Source: Green car congress / R.L.Polk & Co.
Hybrid Registrations:up 81% in 2004 compared to 2003 (Total hybrid vehicle registrations: 83,153)
Toyota : 64% market share
Honda: 31% market share
Top 5 in new hybrid registrations 2004 Rank City #
1 Los Angeles 10,399
2 San Francisco 8,051
3 Washington DC 6,473
4 New York 3,779
5 Seattle 2,857
Hybrids Going Mainstream?Hybrids Going Mainstream?
1999 2000 2002 2004 2005 2006
Hybrid Market Expansion
Tax incentivesPurchase motivations
Different designsNew choices
Gas priceFuel economy
Consumer value Auto prices
…etc
% who say how important miles per gallon is to them in automobile they drive
92% American consumers say MPG is extremely or very important (+5 pts. from 2004)
2004 2005
Extremely important 46% 55%
Very important 41 37
Not too important 8 5
Not at all important 5 2
60% Females
61% HHI < $49.9K
Americans Pay More AttentionTo The Gas Gauge Americans Pay More AttentionTo The Gas Gauge
2005-04 Q8
Thank You!
Paul LeinbergerGlobal Director of Market OpportunityNOP WorldOne Park Plaza, Suite 700Irvine, CA [email protected]