New Research Shows Parents Unaware of Serious Risk to Their Children
9 February 2000
New Research Shows Parents Unaware of Serious Risk to Their Children; DaimlerChrysler/National Safety Council Study Highlights Need for Major Public Education Effort
CHICAGO, Feb. 9 -- Ninety-six percent of parents and other
caregivers surveyed believe they have their child safety seats installed
correctly, when actual inspections reveal that no more than 20 percent
actually do. That's one finding of a new survey conducted by DaimlerChrysler
in cooperation with the National Safety Council.
"America faces an enormous child safety knowledge gap, and millions of
children are at risk as a result," said Jim Holden, president of
DaimlerChrysler. "At DaimlerChrysler, we are committed to closing the gap and
making every parent aware of the need to have their child safety seats
inspected. It is part of our determination to provide unmatched, personalized
safety service through our dealers, and we hope customers and non-customers
alike will come and have their child seats inspected."
The national survey of 600 adults who regularly drive children was
conducted by Public Opinion Strategies of Alexandria, Va. It was part of a
larger body of research that also included extensive interviews and focus
groups with DaimlerChrysler customers and non-customers. The research program
was designed to provide a clear picture of consumer awareness of the problem
and how to most effectively encourage parents to have their child seats
inspected.
Awareness of the Issue
More than 40 percent of those surveyed are unaware that national safety
experts recommend all child seats be inspected; and more than six out of ten
do not know there are places to go to get the seats inspected. Yet, when it
is described for them, roughly three out of four respondents say they would
use a child safety seat inspection service.
Women are better informed about the issue, and are far more likely to use
an inspection service. Seventy-eight percent of women say they are "likely"
to have their safety seats inspected compared to 65 percent of men. Forty-
nine percent of women are "very likely" compared to 31 percent of men.
"It is clear that the entire safety community has a real job to do to
inform parents that eight out of ten children are at risk and there are places
to go for help," said Chuck Hurley, executive director of public affairs,
National Safety Council.
Sue Cischke, Daimler Chrysler senior vice president, said the corporation
is working on several ambitious communications programs to help raise
awareness and alert parents that inspections are available through
DaimlerChrysler dealers and occasional special events.
"We intend to mobilize even more of our resources to reach parents with
this lifesaving message," Cischke said. "We will use a variety of tools to
accomplish this, including advertising, direct mail and our new partnership
with the children's television and book character, Arthur."
Later this month, DaimlerChrysler will launch a multi-million dollar
advertising campaign. In addition, every new Fisher-Price safety seat sold
will contain safety tips and information on the Fit for a Kid service.
When Do Adults Want the Service?
The research found that there are two key moments when parents are most
likely to have child safety seats inspected: When a baby is born (51 percent)
and when they buy a new child seat (22 percent). Once parents decide to have
a child seat inspected, they want to be able to access the service quickly --
four out of five surveyed say they want the service within eight days.
Rating the Service
Customers who used the Fit for a Kid service described it as a "positive
experience" and said it was "very informative and helpful." Ninety-eight
percent of customers who used the Fit for a Kid service say they would
recommend it to a neighbor or friend.
"The research shows it is important to make it simple for people -- where
and when they can have seats inspected on a regular basis -- and to offer
inspections quickly once people have decided they should have them," said Bill
McInturff, managing partner of Public Opinion Strategies, who directed the
research. "These are all reasons the permanent, predictable, dealer-based
service is so valuable. It is designed to fit the needs of families."
When looking at potential barriers for the service, the survey also found
that parents are just as likely to use the service at a dealership (71
percent), as they are to go to a community event (74 percent).
METHODOLOGY: The body of research included the following:
* A national telephone survey of 600 adult drivers who transport children
eight years of age or younger at least twice a week. The survey was conducted
January 8-10, 2000. The sample was drawn proportional to the number of adults
in each state, with a margin of error of +/- 4.00% at the 95% confidence
interval.
* Forty-one telephone interviews with DaimlerChrysler customers who used
the Fit for a Kid service in the pilot cities of Sacramento, Washington, D.C.,
Minneapolis-St. Paul, and Denver. The interviews were conducted January 3-5,
2000.
* Two focus groups with non-DaimlerChrysler customers-one each in
Minneapolis and Denver in early January, 2000.
* Two focus groups with DaimlerChrysler customers in Minneapolis-St. Paul
and Denver who had not used the Fit for a Kid service.