Consumer Reports Poll: Tire Shoppers Largely Satisfied with Retailers but their Research Falls Flat

YONKERS, N.Y., Nov. 4, 2010 /PRNewswire-USNewswire/ -- Tire shoppers are a happy lot, with 95 percent reporting they were satisfied with their retail experience, according to a new Consumer Reports survey. However, more than half of tire shoppers did not research their purchase— an important step — especially when buying a different replacement tire than the ones the vehicle was originally equipped. With only four hand-sized contact patches connecting a car to the road, choosing good tires is critical to performance, safety, and even the bottom line.

Results of the survey are available at http://blogs.consumerreports.org/cars/2010/11/survey-car-tire-shoppers-satisfied-with-retailers-but-their-research-falls-flat.html. Updated daily, ConsumerReports.org is the go-to site for the latest auto reviews, product news, blogs on breaking news, and car buying information.

To learn more about how consumers shop for tires, the Consumer Reports National Research Center conducted a random, nationwide telephone survey. In speaking with 2,028 adults, the respondents were filtered down to those who owned a vehicle, bought a tire in the past year, and were involved in the tire purchase. A total of 878 full interviews were conducted.

CR found that 44 percent of respondents researched to find the best tire for their needs overall. However, just 39 percent of those under 35 researched, compared to 49 percent of those aged 55 and over. Significantly, the quality of research varies widely. Women were far more likely to ask a mechanic for advice, while men favored magazine ads for information.

According to Consumer Reports' survey, the most popular research sources were the following: Mechanic: 46 percent, Online reviews/articles: 44 percent, Online ads: 32 percent, Friends/relatives: 30 percent, Newspaper reviews/articles: 20 percent, Newspaper ads: 18 percent, Magazine ads: 9 percent, and TV ads: 8 percent.

Most shoppers purchased fresh rubber at a dedicated tire store (51 percent). Ranked at a distant second place was car dealerships (11 percent), an option favored more by women. Warehouse stores (9 percent) and department stores (8 percent) round out the popular options. Despite the ubiquitous multi-page ads in car magazines, the online shopping they encourage accounted for just 2 percent of sales.

Consumer Reports found that men (69 percent) were more likely than women (41 percent) to purchase the tires themselves, as were consumers age 35 years or more. Satisfaction was stellar across the board. An interesting distinction here is that among those who were very satisfied with the experience, there was a 10 percentage point advantage to those who had done their research. Reflecting on their purchase, 94 percent said they would buy again from the same location.

Tire shoppers at least 35 years old and those who did not research were more likely to choose the same tire model they were replacing. Shoppers who changed models were swayed most by price and availability.

According to Consumer Reports' survey the most popular reasons for changing tire models included Price: 29 percent, Availability: 18 percent, Tread life: 13 percent, Winter grip: 9 percent, Dry and wet grip: 6 percent, and Handling: 6 percent.

Practical and performance concerns were the leading influences in choosing a new tire model. Just one in 50 respondents was motivated by improving fuel economy. There seems to be some confusion as to the tires' contribution to overall fuel efficiency. While low-rolling-resistance tires can make a measurable difference, it falls well short of the 8 mpg average that survey respondents expect. In fact, tire rolling resistance accounts for about 4 percent of a car's fuel use in city driving and perhaps 7 percent on the highway, according to government estimates. In CR's tests, the magazine has found the low-rolling-resistance tires can save one to two mpg. (Read: "Can tires improve fuel economy?") http://blogs.consumerreports.org/cars/2010/09/can-tires-improve-fuel-economy.html

When consumers replaced their tires, about two-thirds (65 percent) replaced all four tires at one time, with 22 percent swapping two, and 11 percent buying just one tire.

The ideal tire upgrade is to replace all four, thereby ensuring balanced performance at all four corners. If you must replace just two, CR's engineers recommend installing the new tires in the rear and placing the (older but still decent) rear tires in the front. This may help prevent a spinout or oversteer condition on slick roads. If you own an all-wheel drive vehicle, read the vehicle's owner's manual. Many makes of all-wheel drive vehicles stipulate that all four tires must be of the same size, brand, model, and state of wear. Any deviation could result in an all-wheel drive system failure due to the stress placed on it from rotating dissimilar overall diameter tires.

"Consumers are satisfied with their retail experiences, and no doubt new tires feel better than the worn-out rubber they are replacing. However, tire shoppers should focus on quality tire research to ensure they are getting the best tires for their needs," said Jeff Bartlett, Deputy Online Automotive Editor, Consumer Reports.

When buying replacement tires, CR recommends sticking with the same size and speed rating as the original tires. First, check CR's Ratings (available to online subscribers) for models with good overall scores and high marks in braking, handling, and hydroplaning resistance. Those factors can help to avoid an accident. Then look for models that scored well in other areas that are important, such as tread life, ride comfort, or rolling resistance. The best tire choice depends on how and where someone drives.

For drivers that expect inclement weather this winter, note that CR recently updated its all-season tire ratings. For more information, visit: www.consumerreports.org/tires.

With more than 7 million print and online subscribers, Consumer Reports is one of the most trusted sources for information and advice on consumer products and services. It conducts the most comprehensive auto-test program of any U.S. publication or Web site and owns and operates a 327-acre Auto Test Center in Connecticut. The organization's auto experts have decades of experience in driving, testing, and reporting on cars. To subscribe, consumers can call 1-800-234-1645 or visit www.ConsumerReports.org.

NOVEMBER 2010

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SOURCE Consumer Reports