Beijing, June 7, 2010----Nowadays vehicles have become affordable for ordinary people in China. According to related data, every year 18,500 children aged below 14 die in car accidents in China, which is 2.5 times the number of fatalities in Europe and 2.6 times of the number of fatalities in the U.S. For children below 14, car accidents are the leading cause of death. According to the data released by the Vehicle Crash Lab of Tsinghua University, a proper use of child-safety seats can reduce a child risk of death by 17%. Recently, Sinotrust and Xcar.com jointly launched an online survey named “Are you concerned about your baby’s safety in car?”. Among the respondents, 93.2% are car owners and 64.9% have children below 10.
57.9% of the respondents will buy or replace vehicles for transporting their children, and most of them will do so when their children reach the school-age
According to the survey, 57.9% of the respondents will buy or replace vehicles for transporting their children. Most of them (25.5%) will do so when their children reach the school-age, and the people who will do so when their children can walk account for the second largest proportion. Also, 15% of them will do so when they prepare for pregnancy or when their children are at the kindergarten-age.
The proportion of the people reporting that their children are mainly carried by adults during car ride is the highest
The survey shows that the major car-ride ways for children are “being carried by adults in rear seats”, “sitting in child-safety seats” and “sitting in rear seats alone”. Of the three ways, “being carried by adults in rear seats” is the most popular one (31.1%).
When asked which is the best for safety ride, 73.7% of the respondents answered “sitting in child-safety seats”, but in fact less than 30% of the respondents really use child-safety seats.
It is necessary to buy a child-safety seat, and more than 70% of the respondents will buy one for their children
According to the survey, people are very concerned about children’s safety during car ride. 81.5% of the respondents think buying a child-safety seat is necessary, and only less than 7.6% think it is unnecessary.
Now most people have already realized the necessity of child-safety seats. In this survey, 71.7% of the respondents will definitely buy a child-safety seat, 20.9% will probably buy, and only 7.4% will not.
The major reasons why people do not want to buy child-safety seats are “Children’s resistance to child-safety seats” (23.7%), “the price of child-safety seat “(18.6%) and “Parents’ concerns over the safety of the child-safety seat”.
Nearly 80% of the respondents care about “Quality/Safety sign” most when they select a child-safety seat, and nearly 50% of them prefer European or American child-safety seat brands.
What is the most important concern when people buy child-safety seats? According to the survey, 77.5% of the respondents care about “Quality/safety sign” most, and 29.7% are most concerned about “Brand”, 29.2% value “Price” most and 23.1% only trust their friends’ or net-friends’ recommendations. Therefore, “Quality/safety sign” is the most important purchasing concern.
As for “Brand”, 48.5% of the respondents prefer European or American brands, and less than 5% will choose Chinese, Japanese or Korean brands.
30.9% of the respondents will choose child-safety seats priced at RMB 501-1,000, and most of them will buy child-safety seats at franchised stores
In terms of “Price”, over 50% of the respondents think “Below RMB 1,000” is acceptable. 30.9% of the respondents select the price range of “RMB 501-1,000” and 21.8% select “Below RMB 500”. There are also 18.8% of the respondents who will consider child-safety seats priced at RMB 1,001-1,500.
According to the survey, 27.9% of the respondents would like to buy child-safety seats at franchised stores or special counters, 27.2% prefer online purchase and 12.5% will buy child-safety seats at the places selling auto products. This indicates that people trust franchised stores most for the safety and quality concern. And also, with the development of Internet Commerce, online purchase has become popular.
The Japanese brand “Combi” enjoys the highest brand awareness, and the German Brand “Concord” enjoys the best reputation
According to the survey, among the child-safety seat brands, the Japanese brand “Combi” enjoys the highest brand awareness, followed by “Koml” and “Graco”. However, in terms of “Brand reputation”, the German brand “Concord” ranks first, followed by another German brand “STM” and an American brand “Graco”, while “Combi” ranks rather low.
From the survey results, we can see that as a major family member, children are a key factor that influences consumers’ vehicle-purchasing decision. Many parents have already realized the necessity of child-safety seats. However, some parents still think carrying children, especially infants, in arms during car ride is the safest way, and not all the parents that bear children’s safety in mind will buy child-safety seats. Therefore, we think some related authorities should give necessary directions for the consumption of child-safety seats.
About Sinotrust Automotive Marketing Solutions
Sinotrust is a leading supplier of marketing solutions to the Chinese automotive market. With offices in Beijing, Shanghai and Guangzhou, we have a team of over 260 skilled professionals devoted to our automotive marketing solutions. Our Automotive Marketing Solutions integrate information, services and technology to provide marketing research services, marketing consulting & business strategy services and database marketing services, helping automotive companies position their products correctly, identify target markets accurately and conduct effective marketing so as to develop sustainable and profitable customer relationship.
About Sinotrust
Sinotrust is a leading supplier of marketing solutions and credit solutions in China. We collect, analyze and manage information about markets, consumers and businesses to provide marketing research, business information, consulting and database marketing services through integration of information, services and technology. Our products and services help you make better marketing and credit decisions and develop profitable customer relationships.
Over 80% of the Fortune 500 companies operating in China are using different products and services of ours. We employ over 700 people in our offices in Beijing, Shanghai and Guangzhou, supporting organization clients from automotive, financial services, insurance, retail, telecommunications, IT, manufacturing, consumer products and trade sectors.
At the beginning of 2007, Experian, the leading global information services company, made a strategic investment in Sinotrust with both capital and know-how. The investment keeps on improving our service capabilities.
Media Contact:
Sophia LIU
Press Relations Manager
Sinotrust International Information & Consulting (Beijing) Co., Ltd.
Tel: 8610-5926 7722
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