Wonder

Research Outline

Prepared for Yuna P. | Delivered July 30, 2019

Female Driving Experience

Goals

The goal is to find statistics and habits surrounding female drivers in the US in order to create a car marketing approach.

Early Findings

While many people believe the stereotype that women are worse drivers than men, statistics often say otherwise. Men cause about 6.1 million car accidents per year, compared to 4.4 million per year that are caused by women. Men drive 30-45% more miles than women do, on average, and many insurance companies charge men more than women. Some men can pay up to $15,000 in their lifetimes on auto insurance than women do. Men are also 22% more likely to fall asleep behind the wheel, which is more than women, who are only 12% more likely to fall asleep.
Women are, however, more likely to engage in distracted driving than men.
On average, females tend to be less confident about driving than males, even though they score well on driving tests.
According to one study, women are targeted in road rage incidents more often than men. 49% of female respondents reported being targeted by road rage, while only 37% of male respondents said the same. Women also have more long-term effects that come from road rage incidents. 80% of women who experienced road rage said that the incident negatively effected them for anywhere from several hours to several years, whereas 37% of men in the same position claim the incident had no effect on them at all.
Over 75% of women feel that ads from car companies are routinely geared towards men, even though 40% of women are the sole buyers of cars and 79% have a major sway in car-buying decisions.
We were unable to find car advertisements geared toward women in general, but we did find some that are geared towards mothers, like this Mother's Day ad from Chrysler, and another from the same company that features actress and mother Kathryn Hahn.
We were unable to find any differences or statistics surrounding the driving habits of teen girls compared to adult women. We did find statistics on teen drivers in general, such as the fact that teens are 8 times more likely to get in an accident shortly following obtaining their drivers' license.