It Wasn't Fake News About Online Tire Sales, But It Was Certainly Not Clear

Bob Ulrich
Posted on November 17, 2017

I just noticed one of Modern Tire Dealer’s charts from my “Online sales remain a sore point based on survey results” story in the November issue is not clear and is being interpreted incorrectly. As Deputy Barney Fife was fond of saying, we need to “Nip it in the bud!”

When viewed by itself, the chart shows that 79% of the consumers responding to our survey purchased tires online in the last 12 months, while 21% purchased their tires from a dealer.  What we did not make clear is that the survey was sent to two specific groups of consumers. The first group was made up of people who had bought tires online; the second group -- a much smaller sample size -- was made up of people who had bought tires at a brick-and-mortar location.

We specifically targeted these two groups, especially consumers who purchased tires online, in order to get a deeper understanding of what drives their attitudes and behavior regarding online tire sales.

All the chart was meant to show is who responded to the survey, nothing else. It was never meant to reflect the percentage of total replacement tire purchases that are made online, which our extensive research shows is about 6%, or 14.1 million tires.

I hope this clears up the misunderstanding. My apologies.

Related Topics: B.O.B., Online tire sales

Bob Ulrich Editor
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