Connected Cars Grab Auto Shoppers' Attention - eMarketer
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Connected Cars Grab Auto Shoppers' Attention

Safety features in connected cars are top focus for consumers

June 2, 2014

Today’s always-connected consumers are fueling innovation in the auto industry, according to polling by Capgemini, which looked at the relationship between connected consumers and the automotive space. The rise of connected cars—where “the driver and the vehicle itself are linked to the world through the internet and wireless networks”—was a key trend. Features of such automobiles include “dynamic navigation systems; remote vehicle diagnostics; automatic notification in an emergency; and on-demand, real-time entertainment access.”

Level of Familiarity with Connected Car Services According to Car Shoppers Worldwide, March 2014 (% of total)

The March 2014 study found that the majority of car shoppers worldwide, a group that included those planning to buy or lease a car, used or would like to use connected car services. The fact that 43% of respondents were interested in having connected car services in their next automobile suggests that car manufacturers who are able to meet this demand could see more sales or leases than those who do not.

Original equipment manufacturers and dealers should take note of consumer preferences when it comes to connected cars: 79% of respondents were more likely to purchase a vehicle that had the combination of connected car features and services they were looking for. And while many instantly think of on-demand in-car entertainment as a main draw to connected cars, safety was the No. 1 feature respondents wanted, with vehicle management and customer care and services also important.

US Internet Users Who Find In-Car Smart Features Helpful, March 2014 (% of respondents)

A March 2014 study by AYTM Market Research found a small portion (22.0%) of US internet users using in-car smart features such as voice commands or hands-free calling. However, nearly all respondents who did use such tools found them helpful.

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