Poll: Consumers Want More Hi-Tech Toys For Their Cars
January 13, 2015 at 11:03 AM (PT)
AUTOTRADER.COM's 2015 Car Tech Impact Study, based on research conducted online on its behalf by HARRIS POLL among 1,033 U.S. vehicle owners between OCTOBER 15th-20th, 2014, found that consumers are willing to pay extra for high-tech options they desire -- and they're willing to wait a while to get them, CONSUMER ELECTRONICS NET reports.
"Consumer electronics are quickly becoming a spectacle in the automotive industry thanks to the development and demand for car technology," AUTOTRADER.COM senior analyst MICHELLE KREBS said. "It's important to know that consumers are spending more time and money on car technology and they are particular about what they're buying."
Half of those surveyed said they are willing to wait up to just about a year to get all their must-have features in their next vehicle and 51% saying they were willing to pay up to $1,499 extra to get those features. The features topping consumer shopping lists include a backup camera (43%),USB charging port (33%) and wireless device charging (26%).
Apparently, the respondents aren't overly demanding when it comes to smartphone integration, as 76% don't expect their vehicle to be able to do all the things a smartphone can do. Another 80% said they would prefer to use a navigation system built into their vehicle to one on their smartphone. About 40% of the consumers wished their current vehicle had either backup cameras or sensors, while 48% wanted on-board WiFi.
"We're in the information era and shoppers are informed and they are adamant about the features they want," KREBS said. "From manufacturers, to suppliers and even aftermarket consumer electronics companies, this study shows us that there is still plenty of opportunity in the vehicle electronics market in 2015."
Other findings from the study include:
* While only 3% of vehicle owners already have mobile WiFi in their current vehicle, of those nearly two-thirds use it on a typical day.
* 55% of vehicle owners agree that being able to use streaming services like PANDORA or SPOTIFY in their vehicle makes driving more enjoyable.
* 52% of vehicle owners think automakers should invest in making their own information and entertainment systems better versus the 48% who want them to invest in better integrating smartphones into a generic system that would be in vehicles from all manufacturers like APPLE Car Play.