Key stat: There will be 180.9 million connected car drivers in the US by 2028, reaching over 70% of licensed drivers, according to a September 2024 EMARKETER forecast.

Beyond the chart:

• Apple CarPlay is the top connected car system in the US, with 46.0 million consumers using it this year. Google’s Android Auto is second with 32.1 million users.
• We expect the gap between Apple and Google to widen through 2028, when Apple CarPlay will secure nearly 30% of the connected car market compared with Google’s 20.3%.

Use this chart: Marketers can use this chart to show the expanding market of connected consumers who can be reached via in-vehicle ads or services and advocate for a larger investment in location-based or in-car marketing campaigns.

Related EMARKETER reports:

• Data Drop: 5 Charts on the State of the US Auto Industry (EMARKETER subscription required)
• US Connected Cars 2024 (EMARKETER subscription required)

Note: Connected cars are defined as vehicles that contain proprietary embedded systems (e.g., myAudi, AcuraLink, Subaru STARLINK, Mercedes-Benz MBUX) or aftermarket brought-in devices (e.g., head units from Alpine, Clarion, Pioneer, Sony) that connect to 3G, 4G LTE, or 5G VoLTE wirelessly through proprietary internet connectivity or via mobile devices connected through Bluetooth, a USB connection, or dongle adapters. This includes vehicles that utilize interfaces like Apple CarPlay and Android Auto. Connected services include navigation and routing, infotainment (e.g., music, social media, news), diagnostic and telematic services, emergency and driver assistance, and health and wellness. Satellite radio, audio controlled through a mobile device, and commercial or publicly owned vehicles are excluded. EMARKETER benchmarks reported licensed driver figures from the Federal Highway Administration, for which the last full year measured was 2020. These figures include restricted and graduated driver's licenses.

Methodology: Estimates are based on the analysis of survey and app data from research firms, historical consumer adoption and buying trends, auto market trends, data from benchmark sources, reported company data, interviews, demographic and socioeconomic factors, and macroeconomic conditions.