Vehicle Owners Want Smartphones To Connect To The Digital Dashboard Finds J.D. Powers
May 7, 2013 at 3:55 AM (PT)
Vehicle owners have a high interest in technology related to device/application linking for smartphones, wireless connectivity, fuel economy, natural language voice activation and a variety of infotainment features for their next vehicle, according to the J.D. POWER AND ASSOCIATES 2013 U.S. Automotive Emerging Technologies Study.
Buyers most definetly want their smartphones to connect to their car's dashboard.
The study measures vehicle owner interest and purchase intent for emerging automotive technologies, both before and after the market price is revealed.
Among vehicle owners who say they "definitely would" or "probably would" purchase these features in their next vehicle, the highest percentage select the following five technologies both pre-price and at market price:
Pre-Price Feature Interest Market Price Feature Interest Device/Application link 82% Fuel economy indicator (at $50) 72% Fuel economy indicator 79% Device/Application link (at $250) 67% Active shutter grille vents 76% Active shutter grille vents (at $150) 61% Voice activation 74% Wireless connectivity system (at $300) 58% Head-up display 74% Surround-view camera system (at $550) 48%
Smartphones Getting Smarter -- In-Vehicle Connectivity Must Follow
During the past five years, there has been rapid adoption of smartphones. More than 67% of vehicle owners have a smartphone, while ownership of traditional mobile phones has plummeted to 28% in 2013 from 82% in 2007, when J.D. POWER began measuring ownership of traditional phones. Smartphone technology has revolutionized the way owners have engaged in countless personal and professional activities from their vehicle.
Vehicle owners have high expectations for their smartphone to easily integrate with the system in their vehicle. They want to use their smartphone in-vehicle with the same ease and functionality they have become accustomed to in their personal or business life. However, a key challenge is that many owners keep their vehicles for more than five years, and software upgrades for device linking technology lags the introductions of new smartphones.
"Automakers have an important opportunity to gain a competitive advantage by working side by side with smartphone and application developers to provide a seamless smartphone experience for in-vehicle control of GPS/mapping, music, weather, search tools, travel and more," said Executive Dir./Global Automotive MIKE VANNIEUWKUYK. "These connections to smartphone applications need to be robust, affordable and simple to access and use in a vehicle environment."
In the 2013 study, 82% of vehicle owners with smartphones cite pre-purchase interest in an in-vehicle device/application link that would connect their smartphone to their vehicle's infotainment system, compared with 78% in 2012. Owners want their infotainment system powered by their smartphone to keep their vehicle technology up to date. The physical proximity of one's smartphone continues to be a concern, as vehicle owners struggle with the limitations of hands-free technology, generating interest in natural language voice activation systems.
Vehicle owners in Generation Y (born 1977-1995) are more likely to be interested in device application linking technology at every price level, but the largest interest increases from 2012 are among Early Boomers, those who were born between 1947 and 1953 (increasing 7% pre-price; 14% at $250), which indicates high potential to purchase this technology. Pre-price purchase interest is also higher among men, compared with women, and owners of compact sporty and midsize premium sporty cars, compared with owners in all other vehicle segments.