TireSize Research Lab · January 2025
Consumer Tire Buying Behavior Report 2024
TireSize surveyed 5,217 U.S. drivers between August and November 2024 to understand how consumers research, budget, and purchase tires. Respondents covered all major regions, vehicle types, and income bands. Insights below help retailers tailor messaging, plan promotions, and improve service offerings.
Survey Overview
- Sample: 5,217 respondents, stratified by age, income, and vehicle type.
- Channels: Email, in-product surveys on TireSize tools, partner installer lists.
- Margin of error: ±1.5% at 95% confidence for national-level metrics.
- Key questions: Research channels, decision factors, brand loyalty, budgeting, seasonal intent.
Demographic Highlights
| Group | Survey Share | Key Preference |
|---|---|---|
| Gen Z / Millennial (18-39) | 37% | Research online, value reviews and bundled services. |
| Gen X (40-55) | 34% | Balanced: online research + installer guidance, prioritize warranties. |
| Boomer (56+) | 29% | Trust local installers, emphasize safety/brand reputation. |
Younger buyers lean on online research, social proof, and mobile installers. Older buyers prefer familiar shops and emphasize safety credentials. Retailers should adjust messaging accordingly—think video reviews and BNPL promos for younger audiences, while offering concierge services and warranty explanations for older segments.
Top Decision Factors
| Factor | Importance | Notes |
|---|---|---|
| Safety/Braking Performance | 88% | Top factor across demographics. |
| Price / Out-the-Door Cost | 74% | Higher for younger buyers and fleets. |
| Warranty & Longevity | 58% | Boomers and EV owners emphasize coverage. |
| Brand Reputation | 52% | Premium buyers prefer Michelin, Bridgestone, Continental. |
| Availability / Lead Time | 33% | Critical for fleets and rural markets. |
Safety dominates across demographics. Price ranks second, but shoppers interpret “value” differently: some chase low cost per mile (see the cost analysis), while others seek bundled services and road-hazard coverage. Highlight braking distances from independent tests to build trust.
Purchase Channels
| Channel | Share | Notes |
|---|---|---|
| Brick-and-Mortar Tire Shops | 46% | Preferred for advice and bundled services. |
| Online Retailer + Installer Network | 29% | Tire Rack, SimpleTire, Discount Tire Direct. |
| Dealership Service Centers | 15% | OEM loyalty, convenience for leased vehicles. |
| Warehouse Clubs | 8% | Value-driven buyers, memberships. |
| Mobile/Concierge Installers | 2% | Growing among EV owners and fleets. |
Brick-and-mortar shops remain dominant, but online channels continue to gain share. Partner installers should streamline quote-to-install processes and integrate financing options. Mobile installers—while a small slice—resonate with EV owners seeking home charging convenience.
Price Sensitivity & Financing
| Household Income | Median Budget (Set of 4) | Financing Openness |
|---|---|---|
| <$60k | $650 set | 52% open to BNPL/credit promos |
| $60k-$120k | $820 set | 34% consider financing |
| >$120k | $1,050 set | 19% consider financing |
52% of sub-$60k households consider BNPL or 0% promotions—there’s room for retailers to bundle financing with maintenance plans. Higher-income buyers spend more but still appreciate promotions that offset expensive performance or EV tires.
Brand Loyalty & Triggers
| Segment | Brand Loyalty | Primary Trigger |
|---|---|---|
| SUV/Crossover owners | 42% repeat same brand | Positive winter/road-trip performance |
| Performance car owners | 55% | Track/autocross success |
| EV owners | 38% | Range preservation + low noise |
| Fleet/commercial | 61% | Service contracts + retread programs |
Performance drivers and fleets show the highest loyalty due to proven handling and service agreements. EV owners are still experimenting—only 38% repurchase the same brand, often searching for better range or quieter tires. Use targeted content like the EV wear study to guide them.
Seasonal Buying Patterns
| Season | Purchase Activity | Focus |
|---|---|---|
| Spring (Mar-Apr) | Highest tire purchase volume (+22% vs avg) | All-season replacements, summer performance sets. |
| Fall (Sep-Oct) | +18% vs avg | Winter tire prep, snowbird travel. |
| Holiday (Nov) | +12% vs avg | Black Friday/Cyber Monday deals, all-weather upgrades. |
| Summer (Jun-Jul) | -8% vs avg | Road-trip inspections rather than purchases. |
Align promotions with seasonal spikes. Spring and fall account for 40%+ of annual purchases. Holiday deals are effective for premium upgrades. Summer is quieter—use that window for inspections, content marketing, and prepping inventory.
Information Sources
62% of respondents rely on online reviews (YouTube, Reddit, TireRack tests). 55% consult friends/family, while 48% trust installer recommendations. TireSize “vs.” comparisons and maintenance guides were cited by 21%, highlighting the value of cross-linking Tier 2/3 content.
Recommendations for Retailers & Brands
- Provide transparent comparisons (e.g., Continental vs. Michelin) to capture high-intent shoppers.
- Offer financing or subscription maintenance bundles for budget-sensitive segments.
- Launch seasonal content campaigns around the spring/fall surges—tie in the discount guide.
- Build loyalty programs targeting SUVs and fleets, emphasizing safety inspections and free rotations.
- Educate EV owners on load ratings, pressure monitoring, and rotation cadence using the EV study.