2014 European Consumer Perceptions toward Infotainment and Telematics

Willingness to Pay for Infotainment and Telematics

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The overall objective of this research service was to understand European customer’s desirability and willingness to pay for advanced telematics and infotainment features. Telematics and infotainment features have a limited influence in the overall vehicle purchase decision. The perceived safety of the vehicle ranks high in markets such as Russia, across vehicle segments such as multi-purpose vehicle (MPV), between ages 35 to 54, and with female customers. Select smartphone apps and other features such as a wireless charging pad have medium interest across vehicle segments in Europe. Telematics features that are oriented toward vehicle diagnostics and maintenance have a higher interest across segments, compared to traditional telematics services.

Table of Contents

Objectives and MethodologyResearch ObjectivesMethodologySample StructureMenu-based Conjoint Methodology AppliedPackages Assessed Using MBC: Safety and Security PackagesPackages Assessed Using MBC: Navigation PackagesPackages Assessed Using MBC: Audio and Infotainment PackagesExecutive SummaryKey Conclusions from the ResearchFeature Level Conclusions from the ResearchOverall Feature InterestFeature Interest by Vehicle SegmentFeature Interest by Consumer SegmentsOverall Trends—Smartphone in the VehicleSmartphone Use TrendsTypes of Mobile Devices Used While DrivingActivities Done Using Smartphone in the VehicleSmartphone Data Plan SpendType of Data Plan for Smartphone by CountryApp DownloadsTelematics Services Related TrendsTelematics Services InterestPackage Interest by Premium versus Volume Car OwnersInterest in Safety and Security PackagesInterest in Navigation PackagesAudio and Infotainment PackagesPackage Interest by CountryHMI—Key ConclusionsHMI MixHMI Mix—Comparison between 2012 and 2014How Customers Evaluate Multimedia SystemsKey Activities Performed While DrivingStrategic RecommendationsConsumer SegmentsCustomer Segments DefinitionVehicle Ownership of Customer SegmentsEnthusiast Customer Segment IntroductionEnthusiasts Segment Technology UseMass Adopters Customer Segment IntroductionMass Adopters Customer Segment Technology UseComfort Seeker Customer Segment IntroductionComfort Seekers Customer Segment Technology UseUptake Rate of PackagesGrowth Rates of Different Packages by Customer SegmentCurrent Infotainment and Telematics Systemsin VehiclesCurrent Infotainment and Telematics Systems in Vehicles SummaryPenetration RatesInfotainment Systems—Group 1 BrandsInfotainment Systems—Group 2 BrandsInfotainment Systems—Group 2 Brands (continued)Current Telematics Services—SummaryReasons for Lower Use of Infotainment SystemsReasons for or against Purchasing an Infotainment System as an OptionMobile Device Use in VehicleCurrent Mobile Devices Used in Vehicles—SummaryMobile Devices Used in Vehicles by Vehicle SegmentIn-vehicle Mobile Phone UseIn-vehicle Mobile Phone Use by Consumer SegmentsIn-vehicle Mobile Phone Use by Premium and Volume Car OwnersReasons for Not Connecting the Smartphone through BluetoothNumber of Paid Apps PurchasedInterest in Business Model—Accessing Online Content in the Car by Vehicle Segment and CountryInterest in Business Model—Accessing Online Content in the Car by Vehicle Owner Type and Consumer SegmentFuture Vehicle Purchase IntentionsKey Next Vehicle Purchase AttributesKey Next Vehicle Purchase Attributes (continued)Key Next Vehicle Purchase Attributes (continued)Safety Seekers from Driving Dynamics StudyCustomer Spending on Telematics/Infotainment FeaturesCustomer Spending on Infotainment and Telematics Features by Vehicle SegmentCustomer Spending on Infotainment and Telematics Features by CountryLegal DisclaimerThe Frost & Sullivan StoryThe Frost & Sullivan StoryValue Proposition: Future of Your Company & CareerNorth America and Europe PerspectiveIndustry Convergence360º Research PerspectiveImplementation ExcellenceOur Blue Ocean Strategy




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