Published: July 7, 2015, 8:15 AM
Updated: November 23, 2021, 11:59 AM
What today's young people want?
The current generation of young consumers are not nearly as enamored with automobiles as their parents and grandparents were.
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What do young people want?!
It's an age-old question and the answer is constantly changing. A driver's licence and a car used to be near the top of that list. But the auto industry is coming to terms with the fact that the current generation of young consumers are not nearly as enamored with automobiles as their parents and grandparents were. The implications are far reaching, and a great deal of effort is going into understanding what these young consumers want and how they think.
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'Further With Ford' global conference
At a recent 'Further With Ford' global conference in San Francisco, Ford rolled out research conducted by itself and others into the hearts and minds of these young people. Among the findings were some fascinating insights into what the upcoming generations of car buyers want and how they think – findings that will play a major role in product planning. There is also some esoteric information on fears!
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Gen X, Gen Y, Gen Z or Millennials?
First a little explanation of the age groups and the phrases used by researchers and product planners. While there is no clear definition of the exact birthdates involved, generally speaking Gen X refers to those born in the 1966-76 period; Gen Y, 1977-94; and Gen Z,1995-2012. Those born between the late eighties and early 2000s are also referred to as Millenials.
For those who care, the research referred to was conducted among 1,000 Millennials and Gen Zs in late April and early May this year by Penn Schoen Berland. Other research referred to was conducted by AT & T (Braun Research), Microsoft Canada (Statistics Brain) and J D Power (US Tech Choice study).
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What young people fear
Ford’s research shows that public speaking has been bumped from the lead slot among the issues young people fear. They are now more afraid of other drivers than of dying, public speaking or spiders! These young people are well aware of the preponderance of driving distraction issues and dangerous practices of the current crop of drivers.
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Smartphone activities drivers say they do
Almost two-thirds of the young respondents say they keep their smart phones within easy reach while driving; 30% admit to posting to their Twitter account while driving, “all the time”; 27% believe they can safely shoot videos while driving; and 22% say they access social networks while at the wheel!
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Attention span of a goldfish!
The issue of distracted driving is emphasized by a Microsoft research finding that goldfish have a longer attention span than humans!
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Top driving fears
They also fear driving in winter conditions, backing onto busy streets, monitoring blind spots and maneuvering into tight parking spaces. The survey showed 88% fear other motorists driving dangerously, 75% worry about public speaking, 74% death, 69% spiders and snakes.
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Icy roads a big fear
When asked about driving situations that cause the most concern, 79% listed snowy or icy roads; 75% maneuvering into and out of tight parking spots; 74% backing unto a busy street; 70% monitoring blind spots; 69% not knowing where they are going; 42% ghosts; and 32% strangers.
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Acive Park Assist
The research also delved into the desires of these young people when considering a new vehicle. It comes as no surprise the research showed a resounding desire for technology that helps with parking and monitoring blind spots.
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Blind Spot Information System
Another study, by J D Power – its first U.S. Tech Choice Study – had similar findings. It learned the technologies consumers wish for, regardless of cost, were mostly related to safety, including blind spot detection and collision prevention systems.
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Rear-View Camera
Other technologies Ford found to be in demand include: rear view cameras (to be mandatory industry-wide by 2018), adaptive cruise control and lane-keeping assist.
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What about autonomous vehicles?
When asked if they'd be more likely to purchase a vehicle with specific features, more than half the young respondents said they'd be as comfortable or more comfortable in an autonomous vehicle.
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