The section includes typical reviews and questions like: “Will it fit three child car seats?” “Is it easy to maintain?” “How much should I be paying for this?” and “Can I fit in my entire family and still have legroom?” along with insight from What Car?.
In a survey of car owners, Mumsnet users were presented with a list of celebrities whose influence might persuade them to buy a car. Despite the list ranging from Kylie to Clarkson to Cameron, nearly half of respondents (48%) said that they would not trust any celebrity recommendation.
In contrast, over three quarters (77%) say that a recommendation from a friend or a relation would be influential.
The Mumsnet survey confirms that car dealerships could be more ethical, that car advertising doesn’t always hit the spot for motoring Mums and that recommendations from friends are more reliable than those of celebrities.
* Nearly half (46%) felt that car dealership sales people aren’t honest
* Only 25% felt they could trust the advice given at car dealerships
* Just over three quarters (77%) find car ads unmemorable, complaining that they all seem the same
* Two out of three (67%) would be influenced by reading a recommendation or a positive review in a car magazine or online from other users
* Half (53%) say that both they and their partner are equally responsible for the researching, planning and the car buying decision for the family car (FOXY note: US research suggests that women influence c90% of car sales)
* 89% of parents responding to the survey agreed that their choice of car has changed as their family needs and lifestyle has changed
Justine Roberts, CEO and Co-Founder of Mumsnet, said:
“When it comes to buying cars, we know that priorities change once people start a family and that parents are looking for safe, economical and practical cars without the hard sell. 80% of our users seek advice or read reviews on Mumsnet when they are planning to buy a child-related product, and judging from the number of car discussions on the site there’s a clear need for similar advice when it comes to cars.”
Hear, hear says FOXY.