Retailers and fitters retain leading role in shaping tyre purchase decisions
33% of car owners in the UK identified retailers and fitters as their most important source of information when choosing replacement tyres
Those aged 65 or older are the most likely to rely on retailers and fitters for guidance when selecting replacement tyres
The survey also found that cost and safety are top priorities for consumers searching for replacement tyres online
Tyre retailers and fitters across the UK play a critical role in guiding consumers’ purchase decisions when they come to select replacement tyres, according to new research commissioned by Apollo Tyres Ltd.
When asked “what is the most important source of information when choosing a replacement tyre brand?” a third of car owners (33%) cite “recommendation from a tyre fitter / retailer.” That is significantly ahead of the next most influential sources of guidance: “online reviews from independent experts, including specialist car publications and websites” (19%), “recommendation from car manufacturer / a direct replacement for what was previously fitted to the car” (15%) and “'Recommendation from family member / friend / colleague” (9%).
The survey, conducted among 1,000 car owners in the UK, identified that reliance on input from tyre fitters and retailers is highest among those aged 65 and over (40%), and lowest among those between 25 and 34 (18%). Younger car owners are more likely than those in other age categories to seek guidance from “online reviews from independent experts.
The survey also looked at factors that consumers prioritise when searching for replacement tyres online. At the top of the list was “saving money” (mentioned by 35%) and “the safest tyre” (22%), followed by “the most efficient tyre” (20%), and “the best performance-focused tyre” (12%) and “most comfortable tyre for ride quality and noise” (7%). Financial considerations are the biggest priority for those aged 45 to 54 (45%), and less crucial for those aged 18 to 24 (11%).
Yves Pouliquen, Vice President Commercial EMEA at Apollo Tyres Ltd, commented: “While many car owners will start their research into replacement tyres online, it’s clear that fitters and retailers continue to play a critical role in guiding final purchase decisions. We will continue to explore new ways to support customers in the UK as we further expand our product portfolio over the coming years.”