Consumer behavior does not exist in a silo; their decisions are impacted by forces outside the narrow purview of any industry or brand. So how do brands better understand their current and potential customers to ensure they make the right business decisions? In essence, they need consumer-centric information that is trustworthy, timely, and relevant. This is why we partnered with some of our best clients to create The CivicScience 360 Report.
The 360 Report scans the CivicScience database of thousands of always-on questions. It discovers key insights for your brand by comparing them to competitive and consumer segments, identifying differences and similarities, and alerting you to shifts in categories like financial outlook, media consumption, and health and wellness. So you never miss an opportunity or threat.
We ran The 360 Report for Ford drivers and compared them to Chevy to cruise this product and see what it offers. Below you’ll find insights from three of the report’s verticals.
Auto Industry Insights
U.S. adults’ intent to purchase a car in the next six months is up from the prior month, with nearly a quarter saying they plan to purchase or recently purchased a new vehicle. While it’s not surprising that Ford and Chevy drivers are more likely than the average adult to buy a truck and primarily drive American-made cars, it is interesting that they are more likely to say they purchased green transportation products in the past month.
Also noteworthy, Ford drivers put more importance on how a car drives when purchasing a vehicle than Chevy drivers. While price and brand are unsurprisingly leading factors for all, nearly one out of five Ford drivers say that enjoying driving the car is the factor that most motivates their car purchase.
At over a third, both Ford and Chevy drivers are more likely than the average U.S. adult to have used or plan to use online car dealers. While experience with electric vehicles is still relatively low, both Ford and Chevy drivers are more likely to have an EV, although Ford drivers are more likely to say they like it. The overall consensus is that electric vehicles will be prevalent in the next few years. [Not all data is shown]
Ford and Chevy drivers are on par with the average adult regarding their thoughts on the U.S. economy. Some segments of the market are more optimistic, most notably adults 55+ and higher earners (HHI $100K+.) Although both Ford and Chevy drivers are slightly more optimistic about their personal financial situation, which shows in their higher Consumer Financial Health Index score. While closely aligned to the average U.S. adult, their income, savings, credit score, and investment outlooks are slightly higher. [Not all data is shown]
Albeit low, both Ford and Chevy drivers are more likely than the average U.S. consumer to think now is a good time to make a major purchase, including buying a car or a home.
Health & Wellness
Emotional well-being is slightly greater among consumers of both auto brands, driven mostly by higher levels of excitement and happiness. Chevy drivers are experiencing less sadness, stress, worry, and fear than in the prior month. Currently, managing mental health concerns is down across the board from the prior month. [Not all data is shown]
Regarding physical health, only about a quarter of adults self-proclaim as “very healthy,” with Ford and Chevy’s drivers being slightly lower. They both get significantly less sleep than the average adult, and more than 6 out of ten say they are overweight. On a positive note, they are less likely to say that cost prohibited them from visiting a doctor in the past year. So despite higher living costs, this doesn’t seem to be deterring them from seeking necessary medical treatment.
There is much more to The 360 Report than what is provided in this summary. The report is customized to focus on what is essential to your business: the verticals shown above, industry-specific categories, media consumption, emerging trends, or social issues/concerns. CivicScience has you covered. Read below to find out more!
About the 360 Report
The 360 Report covers topics and categories beyond what is shown above. The report covers industry-specific categories, emerging trends, shopping behaviors, social issues/concerns, and more.
Only CivicScience paints an always-on, ever-evolving, 360-degree picture of your current and potential customers – ensuring you never miss an opportunity or risk.
The 360 Report:
- Delivers a complete and timely view of trends and shifts in consumer attitudes, lifestyle, and intent.
- Predicts consumer behavior and powers more forward-looking strategies and marketing investments, maximizing growth and profitability.
- Provides invaluable, timely knowledge to accelerate decision-making and give you a unique competitive edge.
- Alerts you to trends and changes as they happen, ensuring you never miss an opportunity or threat.
Ready to build your custom 360 Report? Start here.