Having an eco-friendly car is the most important consideration for three quarters of consumers when purchasing a car, with price being the most important consideration (97%), according to research compiled by Black Horse, in association with YouGov*.

And the following were highlighted as additional key considerations: three quarters of consumers cite ‘green’ credentials such as fuel-efficiency and low CO2 emissions as paramount in decision making. Entertainment systems come in as the third most important consideration with six out of 10  consumers considering them important when choosing their next car.

However, just over one third of consumers believe that modern tech features such as tyre pressure indicators (34%) and in-built satellite navigation systems (38%) as important.

Chris Sutton, Black Horse managing director, said: “Whilst it is clear that price remains the key consideration when buying a car, fuel efficiency is becoming increasingly important to consumers. This research demonstrates that more and more people are buying cars that are not only environmentally friendly, but can save them money in the long term.”

Despite green credentials being an important consideration for both genders, eight out of 10 women questioned consider environmentally friendly credentials to be important compared with just over seven out of 10 men.

Regionally, buyers in London are the least concerned with the ‘green’ credentials of cars (69%) compared with over three quarters (77% in the North and East of England. However, Londoners display a need for speed as research reveals they are most concerned with the top speed capabilities of potential cars (57%) compared with half of those surveyed nationwide.

Men are more interested in technology features than women, with research revealing that they are particularly attracted to modern gadgets such as car entertainment systems and in-car connectivity. For example, in-car connectivity is considered important for just over two in five women (43%), in comparison with over half of men (51%).

Likewise, whilst just over half (55%) of women who have purchased a car in the past year cite the importance of car entertainment systems, just under two thirds of men (63%) see this as one of the important considerations when purchasing a car.

Women aged between 25-34 are the most concerned with the colour of a car with six out of ten (60%) stating its importance, compared with just over two in five males of the same age range (44%).

For those who have bought a car in the last 12 months, fewer than one in ten have been surprised by the running costs (8 per cent). Conversely, one quarter responded by stating that their car running costs are cheaper that they had predicted.

Sutton said: “These findings illustrate that consumers are taking time to research their prospective cars before purchasing so that there are no hidden surprises.

“Buying a car is a huge lifestyle choice and finding out that less than one in 10 consumers are surprised by the running costs is testament to the consideration and research people are investing in as to whether they can afford to purchase and maintain a car.”

* Sample included 2,305 consumers who have purchased a car in the past 12 months and 1012 prospective purchasers who plan to purchase a car in the next 12 months. Fieldwork was undertaken in October 2014. The survey was carried out online.