2013 United States Consumers’ Attitudes and Perceptions toward Infotainment and Telematics

Desirability and Willingness to Pay for Infotainment and Telematics Features

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The objectives of this research were to understand the importance of infotainment and telematics features in the overall decision to purchase a vehicle, better comprehend vehicle adoption patterns, identify driver segments and their adoption likelihood, and recognize the key opportunities for growth. It turns out that more vehicle owners currently have a safety and security service package installed in their current vehicles than a built-in navigation or infotainment system. Overall, the future of telematics and infotainment appears bright–incorporating safety-related options in non-safety packages and maintaining a theme or undertone of safety in messaging will likely have a strong appeal to drivers.

Table of Contents

Objectives and MethodologyObjectivesMethodologyVehicle SegmentPackages Assessed Using Menu-based Conjoint:Safety and Security PackagesPackages Assessed Using Menu-based Conjoint:Navigation PackagesPackages Assessed Using Menu-based Conjoint:Audio and Infotainment PackagesExecutive SummaryFrom the Present to the FutureRates of SystemsImportance Rating of Vehicle FeaturesFrom the Present to the FuturePotential Uptake of Automotive PackagesCurrent and Future Market PenetrationFrom the Present to the FutureFrom the Present to the Future—A Tactical ApproachThree Driver Segments—Technology Adoption PatternsVehicle Segments by Driver Driver Segments Breakdown by Vehicle SegmentVehicle Packages by Driver SegmentCurrent and Future Market Penetration of PackagesTargeting Full-feature Oriented DriversTargeting Full-feature Oriented Drivers (continued)Targeting the Practical Comfort Seeker DriversTargeting the Practical Comfort Seeker Drivers (continued)Targeting the Driving Efficiency Focused DriversTargeting the Driving Efficiency Focused Drivers (continued)Future Vehicle Purchase IntentionsPrevalence of Vehicle Segment Switching—Likely Next Vehicle Segment The Expected Vehicle Segment ShiftRelative Importance of Vehicle FeaturesConstant Sum Allocation—General Vehicle FeaturesConstant Sum Allocation—Infotainment and Telematic FeaturesPreferred New Features by Vehicle Segment (Menu-based Conjoint Results)Menu-based Conjoint—Safety and Security Packages by Vehicle Segment Menu-based Conjoint—Navigation Packages by Vehicle Segment Menu-based Conjoint—Audio and Infotainment Packages by Vehicle Segment Menu-based Conjoint—Safety and Security Options by Vehicle Segment Menu-based Conjoint—Safety and Security Options by Vehicle Segment (continued) Menu-based Conjoint—Navigation Options by Vehicle Segment Menu-based Conjoint—Navigation Options by Vehicle Segment (continued) Menu-based Conjoint—Navigation Options by Vehicle Segment (continued) Menu-based Conjoint—Navigation Options by Vehicle Segment (continued) Menu-based Conjoint—Navigation Options by Vehicle Segment (continued) Menu-based Conjoint—Personal Device Integration Options by Vehicle Segment Menu-based Conjoint—Wireless Options by Vehicle Segment Menu-based Conjoint—Apps Options by Vehicle Segment Menu-based Conjoint—Apps Options by Vehicle Segment (continued) Menu-based Conjoint—Audio System Options by Vehicle Segment Menu-based Conjoint—Support Options by Vehicle Segment Menu-based Conjoint—Support Options by Vehicle Segment (continued) Menu-based Conjoint—User Interface Options by Vehicle Segment Menu-based Conjoint—User Interface Options by Vehicle Segment (continued) Preferred New Features by Driver Segment (Menu-based Conjoint Results)Menu-based Conjoint—Packages by Driver Segment Menu-based Conjoint—Safety and Security Options by Driver Segment Menu-based Conjoint—Navigation Options by Driver Segment Menu-based Conjoint—Navigation Options by Driver Segment (continued) Menu-based Conjoint—Personal Device Integration and Wireless Options by Driver Segment Menu-based Conjoint—Apps Options by Driver SegmentMenu-based Conjoint—Audio System and Support Options by Driver Segment Menu-based Conjoint—User Interface Options by Driver Segment Current Infotainment and Telematics Systems in VehiclesCurrent Infotainment and Telematics Systems in Vehicles—SummaryCurrent Rates of Built-in Navigation SystemsOverall Prevalence of Registered Safety and Security SystemsReasons for NOT Registering Safety and Security SystemsFrequency of Infotainment System UseReasons for NOT Using Infotainment SystemsCurrent Prevalence of Mobile Devices Used in VehiclesCurrent Prevalence of Mobile Devices Used in Vehicles SummaryFrequency of Mobile Devices Use in VehiclesHow Mobile Devices are Used in VehicleWhen Mobile Devices are Used in VehicleAppendices—Demographic Profile of RespondentsModel Year of Current, Primary VehicleTypical Passengers While DrivingUS RegionsLocation of ResidenceAgeGenderMean Annual MileageMean Minutes Spent in Vehicle During WeekdaysMean Minutes Spent in Vehicle During WeekendsMean Minutes Spent in Vehicle During Weekends2012 Mean Household Gross IncomeHispanic or Latino EthnicityRaceLegal DisclaimerTechnical Appendix—Segmentation Analysis Process and Menu-based ConjointSegmentation Analysis ProcessA New Approach to Measuring Choice in a World of Increasing Mass Customization: Menu-based ConjointMenu-based Conjoint Modeling Delivers in an Era of Mass CustomizationMBC Choice Tasks—Modeled to Reflect Real-world ScenariosThe Frost & Sullivan StoryThe Frost & Sullivan StoryValue Proposition: Future of Your Company & CareerGlobal PerspectiveIndustry Convergence360º Research PerspectiveImplementation ExcellenceOur Blue Ocean Strategy




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