J.D. Power Study Finds Much New Car Technology Goes Unused
August 26, 2015 at 4:12 AM (PT)
If your station is spending a lot of time and effort trying to reach listeners in their cars via new technology, a new study from J.D. POWER has found that many of these technologies aren’t being used. AUTONEWS.COM reports, "J.D. POWER’s first 2015 Driver Interactive Vehicle Experience Report found that at least 20% percent of new-vehicle owners have never used 16 of the 33 technology features measured."
J.D. POWER found that 38% of new car owners haven’t used available mobile routers and 32% haven't touched their in-vehicle apps.
AUTONEWS notes, "such technological features have a brief 30-day window for gaining acceptance among drivers. If owners don’t use certain features during that time, they probably never will," said J.D. POWER VP/U.S. Automotive Quality RENEE STEPHENS. "Dealerships play a key role in the early stages of ownership. If a dealer doesn’t explain a feature, the study found that owners have a higher likelihood of never using it."
The study also found there are 14 features that 20% or more of owners could live without in their next vehicles, including APPLE CARPLAY and ANDROID AUTO. "For Gen Y, those born between 1977 and 1994, at least 20% of them said there are 23 features that they don’t want. The unwanted technologies are related to entertainment and connectivity, the report says," concluded AUTONEWS.