Cars.com Survey Finds When It Comes to Moms and Car Shopping, the Devil Is in the Details

More than a third of respondents say that a dealership’s ability to accommodate or provide amenities specifically for children is very important to them

[CHICAGO] – Just in time for Mother’s Day, Cars.com, a leading digital automotive marketplace (NYSE: CARS), surveyed more than a thousand moms about their top needs and concerns when it comes to shopping for the perfect family car.

Moms weren’t shy to share their opinions, stating three critical needs from car dealerships to improve the experience:

1. Give practical information about vehicles that relate to my everyday life
2. Provide relevant amenities to keep children occupied in the store
3. Share real-life reviews from other parents

“More than 60 percent of women are the sole decision-maker when it comes to purchasing their next car, and women shop differently than men,” said Jenni Newman, editor-in-chief of Cars.com and mom to two boys.  “Moms in particular are practical car shoppers and want to know more than the cubic feet of space in a car. They want to understand real-world applications of a vehicle, such as the number of grocery bags the trunk can hold, whether or not their stroller will fit, and how easy it is to get their kids in and out of the car.”

Respondents also requested that dealership salespeople focus on highlighting what plugs, adapters and charging options are available throughout the vehicle, particularly for kids’ electronic devices. Going beyond opaque ratings and explaining what vehicle safety features are equipped to keep the family safe, especially for younger passengers, is also top of mind for moms.

Another interesting piece of advice for dealerships is to accommodate or provide amenities specifically for children. More than a third of moms said that this is very important to them.

“Many of our dealer partners offer playrooms with toys, wall-mounted wipe boards and comfy bean bag chairs for children while mom is busy buying a car or getting the vehicle serviced. These details matter to car buyers and go a long way in providing a great experience,” said Newman.

Cars.com customer Frank Boucher Kia of Racine, Wis., meets the needs of its mom buyers with a massive outdoor playground right on the property for children to stay occupied during the shopping process.

The survey also found that many moms want the ability to see and read vehicle ratings and reviews of cars by other parents. Reviews are a critical part of the car-shopping process. Cars.com has more than 6 million reviews on its website to help shoppers navigate their purchase and make informed decisions. Last year, the company also added smart filters to the reviews, which allows shoppers to read the reviews that matter most to them.

Methodology

Cars.com conducted the survey between April 24 and May 1, 2019. Out of the 1,527 total respondents, 1,270 self-identified as a current or expecting mom.