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When you're in the market for new tires, how do you decide which tires to buy?

• Do you go with the same tires you have installed now?
• Are you looking at tire rebates and factoring in costs?
• Is the tire's performance on slick roads a determining factor?
• Something else?

Consumer Reports (CR) took a look at the motivations of tire buyers in a survey of its members. The investigation sheds light on what drives consumers to buy tires. The survey was given to CR members who purchased one or more new tires between fall 2019 and fall 2022. Most members (55%) were replacing tires due to regular wear and tear of the current set, but the second highest reason for being back in the market was irregular wear (17%). 

Survey Says. . .

The survey reveals that the following factors are the top five for tire buyers, with the most important at the top:

• Handling
• Wet grip
• Treadwear
• Ride comfort
• Noise / Winter grip (tied)

These elements overshadow factors like brand loyalty, appearance, and the use of sustainable materials.

Where Does the Price of Tires Factor into Tire Purchases?

When it comes to the CR survey, price might not be one of the top five factors, but it is in the top ten (coming in at #8)

This isn't surprising. Cost is an important factor for many drivers, and you can see this by taking a look at Google Trends data. The search query "tire prices" has enough data to show ebbs and flows over the last 12 months in the United States. If you're wondering, Pennsylvania comes in with a score of 50 for search interest during that time (meaning the search term "tire prices" is half as popular in our commonwealth as it is in state with the highest search interest).

Check it out:

And there are ways to mitigate costs, if that's a key factor in your decision making process, such as taking advantage of tire rebates, coupons, and special pricing deals.

Something to Keep in Mind about Tire Buyer Motivations

This survey was for members of Consumer Reports who purchased one or more tires within the given timeframe. Consumer Reports is dedicated to research and product reviews, so it's not surprising that its members tend to consider many factors before buying.

That said, the factors that are most important to CR members may not be factors that you, or a different group, would rank as most important. If the survey was given to individuals tire shopping in Philly, how might the results differ? Similarly, if the survey was given to a more specific group, such as parents shopping for tires that go on their kid's car, would you expect a similar emphasis on handling and slick road performance? It seems likely. Meanwhile, a college student survey might result in price becoming a top five factor.

At the end of the day, the more data the better when it comes to understanding tire buyer motivations. CR members place value on areas that are important for safety and longevity, which are always good areas to factor into your decision-making process.

Are You in the Market for New Tires in Philadelphia, PA?

Allen Tire & Service has just what you need! We offer a great selection of tires and have a team ready to assist you with the tire purchase and tire installation process. Tell us what motivates you, and we'll locate tires that match your criteria and fit your vehicle. Because when it comes to keeping you rolling in Philly, you won't find a more motivated team!