As car manufacturers anticipate what automobile technology consumers will desire most, many original equipment manufacturers are pondering whether they should enable docking and connecting for current technology, create their own technology features, or partner with technology firms to meet today’s changing consumer demands. When evaluating consumer interest in automobile connectivity options, including built-in applications and options for docking smartphones, the study concluded that flexibility to “plugin” current consumer electronics wins out over integration.
Before exposure to a price, new car buyers prefer the option of smartphone docking over built-in applications, with 24% stating they would consider the option of docking their smartphone in their vehicle compared to just 14% who would consider having applications built-in. Once exposed to a price, consideration is just slightly less, at 20%, even though smartphone docking technology was priced $100 higher than built-in applications.
“Consumers are indicating that they want their automotive technology to help improve safety while giving them more flexibility, even if it costs a little more,” added Chadsey. “Personalization is the future of the connected car. Drivers want to use the technology they already know and love in their vehicles. By integrating technologies they already own, it also eliminates some of the technology usage issues plaguing the industry today.”
With technology becoming a greater part of our daily lives, new car buyers that desire docking features named the following smartphone applications like the ones they have on their smartphone: Google Maps (66%), Google Search (65%), and Facebook (64%). Pandora (41%) and Twitter (32%) were also prominent. For consumers that prefer their applications to be integrated within their vehicle, Google Maps (82%) and Google Search (65%) topped the list again, while Pandora (45%) and social networking apps including Facebook (35%) and Twitter (17%) were less preferred.
One category where consumers continue to demonstrate a growing interest in the area of navigation systems. Among consumers that are likely to consider a navigation option, a majority (62%) prefer a built-in system, while 19% prefer a portable device and 11% prefer to use a smartphone application.
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