In Car Technology More Important Than Before For New Buyers
In-vehicle technology was an important factor when purchasing a new vehicle within the past year for more than half (59 percent) of online U.S. consumers of driving age, according to research released recently by the Consumer Electronics Association (CEA)®. Two in five consumers (42 percent) surveyed say they intend to purchase an in-vehicle technology device or accessory in the next 12 months., The new study, The State of In-Vehicle Technologies, explores consumer awareness for emerging vehicle technologies, areas of satisfaction and improvement for built-in vehicle systems, and highlights the most effective channels to reach consumers.
In the past six years, ownership of most in-vehicle technologies has grown, especially in-dash navigation systems, rearview/backup cameras, in-vehicle communications, safety or entertainment systems, remote vehicle starters and car alarms. However, only 54 percent of online Americans of driving age indicate they are satisfied with the technologies in their primary vehicles. Additionally, awareness of these in-vehicle technologies is higher for OEM solutions versus aftermarket.
Given the proliferation of mobile devices, almost half (47 percent) of U.S. consumers surveyed are interested in using apps designed for easier and safer use in-vehicle. CEA found that two in five consumers intend to purchase an in-vehicle technology device including car alarms, remote vehicle starters, in-dash car stereos and in-dash navigation systems. Consumers also favor devices that facilitate mobile use in the vehicle for increased safety and enjoyment, such as devices to connect smartphones and MP3 players to the vehicle, devices for hands-free use of smartphones and mounts to hold portable devices in a fixed, easily visible manner.
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