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Industry Stats

We've run across a number of statistics and quotes that may assist marketing efforts and/or prove of interest to the shop owner. We've divided them into two categories - Automotive and Internet. We're committed to providing up-to-date information. If you run across conflicting or additional stats, please forward them to us (with citation) through the Questions & Feedback page.

Automotive

"Because it costs 5 times more to reach a new customer than it does to keep a current customer, they're an important part of your business that you can't afford to lose." NAPA CSI 2000 Program, December 1999

Over 70% of dealerships are on the Internet, compared to less than 10% of the mechanical repair facilities. ASA, 1997 & Automotive News, January, 1998

" Twenty percent of loyal customers usually account for eighty percent of a small business' commerce." Anecdotal

While nearly three-fourths of vehicle owners are aware of their car's recommended maintenance schedule, only half of them follow the recommendations, according to the American Automobile Association. (USA Today, 1998)

Buyers who used coupons had a 36.2% higher repeat purchase rate than those customers who purchased without using coupons. (PROMO Magazine, 1998)

Adults 18+ who had some type of repair/maintenance work done in the past year at an auto repair shop/garage, by marital status: Single, 22.6%; married, 59.2%; separated/widowed/ divorced, 18.2%. (Simmons, 1998)

Adults 18+ who had some type of repair/maintenance work done in the past year at a car dealership, by marital status: Single, 17.1%; married, 65.8%; separated/ widowed/ divorced, 17.1%. (Simmons, 1998)

Adults 18+ who had some type of repair/maintenance work done on their vehicle in the past year, by region: Northeast, 20.3%; Midwest, 23.2%; South, 33.9%; West,22.7%. (Simmons, 1998)

Adults 18+ who had some type of repair/maintenance work done on their vehicle in the past year at an auto repair shop/garage, by income level: $75,000+, 20.9%; $50-74,999, 22.4%; $40-49,999, 12.9%; $30-39,999, 12.9%; $20-29,999, 14.1%; under $20,000, 16.9%. (Simmons, 1998)

Adults 18+ who had some type of repair/maintenance work done on their vehicle in the past year at an auto repair shop/garage, by age group: 18-24, 9.4%; 25-34, 20.3%; 35-44, 23.3%; 45-54, 19.9%; 55-64, 11.9%; 65+, 15.3%. (Simmons, 1998)

Of those adults 18+ who had some type of maintenance work done on their vehicles in the past year at an auto repair shop/garage, 53.9% were men an 46.1% were women. (Simmons, 1998)

Women spend an average of 4.8 hours per month taking care of their cars, compared to the 8.0 hours that men spend taking care of the vehicles. (MSN Carpoint, 1999)

The average age of the primary vehicle (including cars, vans, pickups, SUVs) owned by U.S. adults is 5.6 years. Age of vehicle, by percentage: Less than 3 years old, 28%; 3-7 years, 34%; 8 years or older, 38%. (Brushkin/Goldring Report, 1999)

Seventy-eight percent of new vehicle owners are covered by manufacturer-sponsored emergency roadside assistance programs but do not know it. (J.D. Power and Associates, 1998)

Costs for the average owner to own and operate a typical intermediate-size vehicle in 1998 (with 1998 percentages in parentheses): Depreciation/interest, 54% (54.4%); fuel, 14.7% (18.1%); insurance, 15.2% (15.0%); maintenance, 8.0% (6.2%); tires, 3.4% (2.4%); license, 0.6% (0.3%); other, 4.1% (3.5%). (Runzheimer International, 1998)

In a late-1998 survey of 300 vehicle owners, only 11% could identify the ASE (Automotive Service Excellence) certification logo in brand awareness tests. Of those who did identify it, only 17% knew what it meant. However, after being given a brief description, 62% said certification will be important to them when deciding where to have their next auto repairs done. (Automotive News, 1998)

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Internet

Of those adults that use the Internet at home, 80% used it for e-mail. US Census Bureau, October 15, 1999

"Small companies must learn to recognize the advantage of effective use of technology as a strategic weapon." Bill Gates, Entrepreneur, December 1999

Over 74% of respondents had a positive attitude toward e-mail advertising. AisaBizTech, July 16,1998

"The head of every business now knows that job #1…no matter what the company does…is to figure out how to become an Internet company, because he can be sure that his competitors are." Newsweek International, October 11, 1999

Consumers felt empowered by vendors that they trusted, and with whom they had built up an online relationship. Cognitive Inc., April 16, 1999

A survey found that 93% of small business(es) regarded the Web as an asset this year, compared with 74% in 1994. IBM Small and Medium Business Survey, 1999

Approximately 70% of businesses consider e-mail either important or very important to their sales plan. Advertising Age, April 27, 1999

The click through rate is over 20 times greater for e-mail links than it is for (Website) banner ads. Forrester Research, May 31, 1999

Over 30% of respondents said links to Websites made e-mail advertisements more useful than other types of advertising. AisaBizTech - July 16, 1998

"Web sites seem to get most of the hype and media attention, but, without e-mail, millions of users would not bother with the Internet at all." (Intrepeneurs Newsletter. Carl Kline."Understanding and Using E-mail." April, 1997)

"For most small-to-medium sized businesses, basic E-mail beats a fancy Web site as the most focused, cost-effective electronic way to reach prospects. And- if you already have a Web site that is working well, E-mail can make sure your best prospects see it." (Chase, Larry. "E-mail vs. Web site." Bottom Line Business: vol 29, Number 1. January 2000)

Computer coupons redemption rates run as high as 45%. (Wall Street Journal)

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