U. S. Radio (Jan-Dec 1960)

When making up schedules with the lady of the house in mind, it might be of value to know that sometimes she might not be in the house. According to the survey, 48 percent of the women use the car at least once a day. More than nine out of 10 drive a minimum of once a week. A good deal of this driving is done during the non-peak traffic hours. And when "m'lady" gets into her auto, her destination is shopping (56 percent) ; visiting (37 percent) , and meetings (24 percent) . In addition to uncovering some new areas of thought for all users of radio, the study specifically comes up with data of considerable importance to the firms directly involved in the sale and advertising of autos, automobile products and services. When considering the purchase of a car, the female member of the family appears to be exerting greater influence in the final selection. Whereas the husband was once expected to make most of the decisions on his own, the agency study shows that in 35 percent of the cases the selection of the car is now a joint venture. In determining the price bracket, 12 percent of the women make the decision tliemselves, and 43 percent work it out with their husbands. The selection of accessories on a new auto seems to be moving strongly into the female sphere of influence. The BBDO study says that women are the determining factor in the selection of seat covers (34 percent) , automatic transmission (26 percent) , power steering (23 percent) and tinted glass (20 percent) . Radio campaigns aimed directly at the woman may serve to bolster the image of new car dealers. When asked, "Do you think you will patronize the same dealer that sold you the car you now own?" a substantial 45 percent of those replying said no. It seems safe to assume that the female influence in the selection of which dealer to patronize will continue on an upward curve. Used car dealers appear to be even more in need of creating a favorable image with the female decision makers. The BBDO study shows that 48 percent of those replying who had purchased their present auto from a used car dealer do not intend to patronize that dealer again. Radio spots beamed at the large female listening audience might be a very effective promotion. The survey indicates still another, and perhaps not so obvious area in which radio may be effectively put to use. BBDO has found that as many women as men visit service stations. When asked, "Who normally buys gasoline for your car?" 43 percent of the women reported that they made the purchase. Another significant fact is that 75 percent of the women replying said that they "personally have a favorite service station." Possible copy themes are indicated in the degree of importance women place on service station facilities. The report shows that efficient service is considered important by 97 percent of those responding. Convenient location is mentioned by 89 percent, and 86 percent place importance on a station that is an "easy place to drive into." About 25 percent of women drivers actually control the money that is spent for the service and maintenance of the family auto. The report also shows that in the great majority of cases the woman knows where to go to purchase supplies and services. When buying automotive products women generally consider that they are not as good as men in judging quality, and in getting the best price. Since, however, the won'an is becoming increasingly involved in this area, radio presents another opportunity for advertisers in this market to gain their respect and confidence with material beamed dilectly at the female. BBDO sums up its report by stating: "It seems safe to conclude that the female influence in automotive purchasing is considerable, and as more and more new women drivers take to the road this influence will increase. "Like the barber shop of yesterday, service stations, car dealers, repair shops and all the other former all-male habitats in the automotive field are subject to an invasion by the women. "Judging from the experience of centuries, men, we might as well prepare to meet this invasion head on. So let's be nice to the girls, answer their automobile questions, help them solve their problems, gain their respect and confidence — and their business." • • • Study Shows Women Have Lots of ''Drive'" 27.4 million women drivers in the United States 77% women drivers' cars have radios (most desired accessory) 48% women drivers use car daily 43% women drivers jointly decide price range of car purchase with husband 35% women drivers jointly decide make of car with husband 52% women drivers attach importance to radios as an accessory 43% women drivers will change dealers when buying a new car 48% women drivers will change dealers when buying a used car 43% women drivers normally buy gasoline for family car 25% women drivers control money spent for service and maintenance *Statistics talten from BBDO study of "The Female Influence in Automotive Purchases." U. S. RADIO January 1960 41