ICA: Home Carwashing Continues to Decline

The percentage of consumers who usually wash their cars at home continues to decline, according to new data released by the International Carwash Association. Some 65.6 percent of consumers surveyed said they use a professional carwash, up from 62 percent in 2005, the last time the study was released. Just 34.4 percent of respondents said they prefer to wash their cars at home, compared to 38 percent three years ago.

Consumer preference for home carwashing has been on a steady decline during the last decade, dropping about 10 percent since 1999. The preference for using commercial carwashes has increased about 10 percent during the same time frame.

The figures are part of the ICA’s Study of Consumer Car Washing Attitudes and Habits report, which is being released this week during Car Care World Expo in Las Vegas. The ICA conducts the survey every three years. A press conference is scheduled for 2 p.m. today to discuss the findings, although the association provided some highlights in yesterday’s show daily.

As home washing has declined, fluctuations in the popularity of carwash service segments have been mixed. Consumer use of in-bay automatics has had the steadiest growth since 1996, growing nearly 10 percent, although full-service is still highest among segment popularity at about 20 percent.

Not surprisingly, consumers appear to associate or expect a quality wash from full-service carwashes, with 66 percent of respondents indicating that wash quality at these locations is extremely important. By comparison, 57 percent said wash quality was extremely important during home washing.

Expectations for superior wash quality seems to be less in other service segments, with 50 percent of respondents saying wash quality was extremely important when using an in-bay automatic (defined by the survey as stationary automatic), compared to 49 percent when operating self-serve equipment and 47 percent when visiting an exterior wash.