Source: The Harris Poll
Notes: Reliability is the attribute American adults find most important when considering a vehicle, no matter their age, gender or political party. That’s according to a recent survey from The Harris Poll, which found purchase cost to be very important to the next-largest share of respondents across genders and generations, with one exception. Matures (age 69+) were more likely to tab safety features (87%) than purchase cost (74%) as being a very important attribute.
In related research, a study from Edmunds.com finds that Millennial (18-34) car buyers are more apt to lease their vehicles than the overall car buying population.
About the Data: The Harris Poll data is based on a survey conducted online, in English, within the United States between May 20 and 26, 2015 among 2,225 adults (aged 18 and over). Figures for age, sex, race/ethnicity, education, region and household income were weighted where necessary to bring them into line with their actual proportions in the population. Propensity score weighting was also used to adjust for respondents’ propensity to be online.