UK Consumer Car Wash Survey

Datamonitor has surveyed motorists regarding their car washing behaviour, preferences and service satisfaction. Specifically the study reveals how frequently motorists wash their car, the channels used and the popularity of each. It also assesses what is important to motorists when they are selecting how to wash their car and measures how different wash types perform in meeting their expectations.

Scope

• Frequency of car washing by different methods including service station auto washes, standalone washes, hand car washing at home or by a third party.
• The relative importance of different car wash features such as location, value for money, speed, wash quality and care of vehicle exterior.
• An assessment of customer car washing behaviour and preferences segmented by gender, income, age, vehicle distance and region.
• Insight into the car washing methods and most popular brands used as well as the performance of different types of wash against customer expectations.

Highlights

Washing by hand is the most popular method of car washing in the UK, outstripping the next two most popular options combined. 77% of motorists have washed their car themselves in the past year.

Only one third of respondents have used a service station automatic wash at least once in the past year. Motorists rate service station automatic washes most highly for ease of use and minimum personal effort. However, they receive a poorer rating for value for money and for vehicle care.

When UK motorists are selecting a type of car wash they place the least emphasis on the speed of the process and environmental care. However, there is a very large disparity between male and female views on the importance of environmentally-friendly washing.

Reasons to Purchase

• Make informed car wash and marketing investments by identifying what is most important to motorists when selecting how to wash their car.
• Improve customer targeting by uncovering the characteristics of those that elect to use different car washing methods.
• Measure the relative performance of your type of car wash installation in meeting the expectations of motorists.