Younger drivers (millennial/​Gen Z) are more than 1.5 times more likely to identify popular emojis correctly than the tire pressure monitoring system (TPMS) warning symbol, revealed a new study commissioned by Goodyear Auto Service and Just Tires.

In fact, 49% of younger drivers and 39% of overall drivers were unable to recognize the TPMS warning symbol in the survey of more than 1,000 U.S. drivers.

The lack of awareness of the TPMS symbol, an electronic system designed to monitor the air pressure of a vehicle's tires, is a clear sign that some drivers are in the dark on what the light means and what to do when it's triggered. Maintaining the correct tire pressure is critical to the safety, control and comfort of your ride, and can help save you money.

Now, lack on awareness doesn't mean that Tire Shoppers are against doing research. They may just be doing it when deciding what tire to buy so that they're less likely to need to be concerned about tire-​related warning lights. According to AudienceSCAN, last month, 52.3% of this audience used the internet to research a product they were considering for purchase. They were probably using Google, the preferred search engine of 89.5% of these consumers. Only 19% will go past the first page of results though.

Possible causes for the TPMS light illuminating include a tire puncture, leaking tire due to rim damage and fluctuating temperatures as seasons change. Improper tire pressure can lead to uneven treadwear, decreased gas mileage and poor handling.

The study also found that most drivers surveyed are not taking precautionary actions to prepare their cars for winter. Among drivers who live in areas with usually cold winters, less than half (42%) get their tires checked in advance of the winter season. And almost two in five winter drivers (37%) do not take any action at all to prepare their cars for winter unless they have an issue. As a general rule of thumb, drivers should check their tires monthly, especially during temperature shifts of 10 degrees or more.

Tire retailers can promote their reliable wares to Tire Shoppers a number of ways. Last year, according to AudienceSCAN, 56.6% of these consumers took action after receiving an email ad and 54.5% reacted after either receiving an ad via text message or seeing advertisements on their mobile smartphone apps. They're also 38% more likely than other adults to click on text link ads on websites and 43% more likely to find advertising on social networks useful. Also, within the last year, this audience took action after seeing TV commercials (71.4%) and receiving direct mail ads and coupons (66.9%).

AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. Media companies and agencies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.