The survey found automotive recalls rank low compared to other product segments like food and drugs, which respondents said are their most important recall concerns. By comparison, just 21 percent of respondents ranked automotive recalls as their first or second top concern.
The survey also revealed that standard recall outreach efforts may be falling flat. Just 46 percent of respondents said they had received one to four automotive recalls, while 37 percent claim they have never received a single recall notice.
According to the survey findings, recall compliance rates vary by generations. Baby boomers (ages 55+) are most likely to say they respond to all or most auto recalls, with 91 percent claiming compliance, compared to just 78 percent of millennials (ages 18-34).
"This is another example where communication techniques come into play," Mitchell said. "A multichannel approach – including emails, text messages, and outbound calls – has been proven to raise repair rates, and it may be even more beneficial among millennials. They are accustomed to communicating on their terms, which usually means through mobile and online digital channels. Routine recall mailers may simply end up in their junk mail pile."