Most people don't buy cars with safety at the tops of their minds, an Ipsos Reid survey commissioned by ICBC has shown.

The survey results indicate that nearly half (48 per cent) of British Columbians include price in their top three priorities when they are looking for a car to buy.

Fuel efficiency is one of the top three concerns for 42 per cent of prospective car buyers in B.C.

But safety makes the top-three list for slightly less than one third (32 per cent) of B.C. car hunters.

The survey further revealed that, among those who have safety high on their list of priorities, most are primarily concerned about standard safety attributes, such as airbags, anti-lock or other braking features, or seatbelts.

ICBC notes that, while all are important, there are many newer - and less familiar - technologies, such as electronic stability control, that may reduce accident risks by up to nearly 50 per cent.

Saving money on the purchase of a vehicle isn't worth much if you don't live to spend the savings.