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Research Shows Moms Lead The Way In Using Hi-Tech Conveniences

Think Minivan Moms are Behind the Times? Think Again.
TUSTIN, Calif. (May 5, 2009) — The stereotype would have us expect that today’s moms, often drivers of minivans or SUVs, care more about a Diaper Genie than the latest techno-gadgets. Time to catch up with today’s driving mom.
In fact, today’s moms find the convenience and connection the latest technology provides valuable. Of eleven electronic technologies important to new-car buyers that are measured by AutoPacific, a marketing research company based in Tustin, California, moms have a higher ownership in seven of the categories than the general car-buying population. These include wireless computer networks, Bluetooth cell phones, digital video recorders, video game consoles, Blackberries, and MP3 players. But Apple iPods are where moms are really out front. In ownership of the popular music and video device, moms lead men and female vehicle owners who are not moms by twelve percentage points.
“The lesson here is to look at the data before making assumptions,” says George Peterson, president of AutoPacific. “Clearly, moms are very interested in using the latest technology. Moms are multi-taskers at the highest level and desire convenient technologies that allow them to safely accomplish their daily routine, while also making sure that the latest Hannah Montana song is available at the push of a button.”


And what do the tech savvy moms of today drive? According to AutoPacific data, moms that have a high incidence of technology ownership tend to embrace brands that are known for technology, like Toyota, BMW, Lexus and Honda. The most popular vehicle among tech savvy Moms? The Honda Odyssey.
“We also expect that vehicles like the new Ford Flex will also be a solid performer with tech-savvy moms,” said Peterson. “Its SYNC system coupled with navigation, voice activation and spacious interior package make it a natural. Analysis of 2009 data is underway now and it’ll be interesting to see what new trends are developing.”
About AutoPacific
AutoPacific is a future-oriented automotive marketing research and product-consulting firm. Every year AutoPacific publishes a wide variety of syndicated studies on the automotive industry. The firm, founded in 1986, also conducts extensive proprietary research and consulting for auto manufacturers, distributors, marketers and suppliers worldwide. Company headquarters and its state-of-the-art automotive research facility are in Tustin, California, with an affiliate office in the Detroit area. Additional information can be found on AutoPacific’s websites: â•©http://www.autopacific.com and http:/.vehiclevoice.com.
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Contacts:
George Peterson, AutoPacific, (714) 838-4234, gpeterson@autopacific.com
Dan Smith, PCGCampbell, (310) 224-4954, dsmith@pcgcampbell.com

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