Consumer Trends Undergoing a Shift
3 minute Read
International Carwash Association’s Latest Consumer Pulse Research Provides Analysis, Summary of Trends
Car wash usage has shifted over the most recent six months, according to data collected during the latest quantitative study by International Carwash Association. While current data related to car wash usage points to continued strong growth, some of the findings diverge from the trends previously tracked. ICA Research director Bob Klein analyzed and summarized this trend, and more, in the October 2023 edition of The Consumer Pulse research report which was released today.
The exclusive survey findings outlined in The Consumer Pulse reveal that the consumer preference for car washes remains significantly greater than home washing, but an increased number of customers are washing at both a car wash and at home. However, car wash usage is still high, satisfaction remains strong and subscription member loyalty is greater than ever, with satisfaction reaching a record high. An interesting analysis on the emotional side of car washing is revealed, as well.
Four key survey results addressed in this edition are:
• At home washing trends are changing.
• Car wash subscription memberships are ranked in the top three.
• Car washing can be emotional.
• Convert consumers to members with these options.
The Consumer Pulse reports on the latest consumer research, yielding time-sensitive, quantitative, fact-based insights into the factors that most influence current performance and future expectations for the car wash industry. The October 2023 edition of The Consumer Pulse analyzes and summarizes the latest quantitative study by International Carwash Association conducted online between August 1-3, 2023. The 1,254 U.S. respondents are 18 years or older, own or lease a vehicle, and washed their vehicle at a car wash at least once in the past year.
Pulse is ICA’s proprietary research brand. Its mission is to help you grow your business by giving you access to timely consumer and industry data and actionable insights that keep you out in front of the competition.
To purchase The Consumer Pulse October 2023 edition, visit www.carwash.org/pulse. ICA members receive a 50% discount.
ICA Pulse™ Webinar Explores Ways to “Lock in Customer Loyalty”
“There’s something happening here,” said ICA Research Director Bob Klein in the Oct. 5 ICA members-only webinar. “Is this a warning sign or just a temporary point in time?”
Klein was speaking to a change in the data that may suggest at-home-washing is on the rise. He said while the numbers do indicate an increase in at-home-washing, this is more likely a point in time change and not a warning sign of things to come. 
“The most important single takeaway is that there is an opportunity to leverage these data as a point in time, an opportunity, a time that I would suggest is ideal for a customer loyalty pulse check,” he said. “Maybe a time to ask if your business is doing all it can to strengthen and build customer loyalty. A time to think through what may be a different lens for some.”
The most recent ICA Consumer Pulse research was conducted Aug. 1-3 in a quantitative study of 1,254 U.S. respondents aged 18 and older who own or lease a vehicle and have washed their vehicle at a professional car wash in the last year.
ICA members can access the recorded webinar for free. If you do not have your link to access the recording, contact membership@carwash.org.
For more about the Pulse research ICA is conducting or to download Pulse research reports visit www.carwash.org/pulse.
