Investments in connected vehicle capabilities and accompanying services — intended to provide the driver with an array of benefits, many of which focus on increased safety — are ongoing by automakers and a host of other ecosystem players. However, IDC Manufacturing Insights asserts that an insufficient amount of consumer research has been performed by industry stakeholders to guide these investments, and therefore, a number of development efforts made thus far may suffer from low adoption.
To support a broader market understanding, IDC Manufacturing Insights worked with key industry stakeholders over the past six months to design a study to assess the current situation and potential challenges associated with connected vehicle technology adoption. Finally, last month the results from over 1000 U.S. consumers came in. The data demonstrates the sentiment and preferences of consumers in areas such as in-vehicle technology connectivity, safety systems, convenience options, and privacy.
The Connected Vehicles and Consumer Connectivity Preferences report published last week, is the first in a series that will showcase the study results, and highlights key findings such as:
- Almost 50% of consumers consider it vital to have access to a phone in the vehicle. Additionally, almost half of the baby boomer population (consumers between the ages of 45 and 65) consider it vital to access the phone in the vehicle for business and apps, signifying that this group has a strong connected identity beyond personal use.
This is a significant finding for connected vehicle stakeholders, especially automakers, because baby boomers continue to have the majority of "buying power" today for large investments such as homes and vehicles.
- Three-quarters of respondents prefer to access services in the vehicle through their existing mobile device, maintaining their "digital identity".
Because most consumers want to maintain their "digital identity", automakers that have a strategy to provide consumers the ability access their current device's service through the vehicle, but also gain access to any OEM unique embedded services that come with the vehicle (and generate revenue), will gain an advantage in the connected vehicle market.
IDC Manufacturing Insights hopes that automakers, suppliers, and other third parties can use the results of our study to develop a more thorough understanding of consumer wants and concerns with relation to this evolving vehicle technology and what it enables, and fine-tune their development efforts for broader and faster adoption.