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  4. > 2013 United States Consumers’ Attitudes and Perceptions toward Infotainment and Telematics

Desirability and Willingness to Pay for Infotainment and Telematics Features
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.

Objectives


The following are the objectives of this research:

• Understand the importance of infotainment and telematics features in the
overall decision to purchase a vehicle.
• Understand patterns and trends in the adoption and use of various
infotainment and telematics features, navigation features, and safety and
security features.
• Identify profiles or segments of drivers with similar dispositions toward the
adoption of vehicle technologies, determining the likelihood of uptake of
various packages for safety and security, navigation, and audio and
infotainment features.
• Identify key opportunities for growth in the adoption of technologies by
recognizing the ideal target segments and the corresponding profile of package
offerings that will satisfy their preferences.

Methodology
A Web-based survey methodology was utilized. Data collection occurred during in September and October 2013.

Sample
The sample of 1,514 vehicle owners in the United States were surveyed. In order to qualify, respondents must have been involved in the purchase decision of their primary vehicle, and that primary vehicle must have been purchased new and be no older than a 2009 model. Furthermore, vehicle owners included were planning to purchase a new vehicle within the next 3 years.

Table Of Contents

2013 United States Consumers’ Attitudes and Perceptions toward Infotainment and Telematics
1. OBJECTIVES AND METHODOLOGY
Objectives
Methodology
Vehicle Segment
Packages Assessed Using Menu-based Conjoint:Safety and Security Packages
Packages Assessed Using Menu-based Conjoint:Navigation Packages
Packages Assessed Using Menu-based Conjoint:Audio and Infotainment Packages
2. EXECUTIVE SUMMARY
Executive Summary
From the Present to the Future
Rates of Systems
Importance Rating of Vehicle Features
From the Present to the Future
Potential Uptake of Automotive Packages
Current and Future Market Penetration
From the Present to the Future
From the Present to the Future—A Tactical Approach
Three Driver Segments—Technology Adoption Patterns
Vehicle Segments by Driver
Driver Segments Breakdown by Vehicle Segment
Vehicle Packages by Driver Segment
Current and Future Market Penetration of Packages
Targeting Full-feature Oriented Drivers
Targeting the Practical Comfort Seeker Drivers
Targeting the Driving Efficiency Focused Drivers
3. FUTURE VEHICLE PURCHASE INTENTIONS
Future Vehicle Purchase Intentions
Prevalence of Vehicle Segment Switching—Likely Next Vehicle Segment
The Expected Vehicle Segment Shift
Relative Importance of Vehicle Features
Constant Sum Allocation—General Vehicle Features
Constant Sum Allocation—Infotainment and Telematic Features
4. PREFERRED NEW FEATURES BY VEHICLE SEGMENT (MENU-BASED CONJOINT RESULTS)
Preferred 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—Navigation Options by Vehicle Segment
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—Audio System Options by Vehicle Segment
Menu-based Conjoint—Support Options by Vehicle Segment
Menu-based Conjoint—User Interface Options by Vehicle Segment
5. PREFERRED NEW FEATURES BY DRIVER SEGMENT (MENU-BASED CONJOINT RESULTS)
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—Personal Device Integration and Wireless Options by Driver Segment
Menu-based Conjoint—Apps Options by Driver Segment
Menu-based Conjoint—Audio System and Support Options by Driver Segment
Menu-based Conjoint—User Interface Options by Driver Segment
6. CURRENT INFOTAINMENT AND TELEMATICS SYSTEMS IN VEHICLES
Current Infotainment and Telematics Systems in Vehicles
Current Infotainment and Telematics Systems in Vehicles—Summary
Current Rates of Built-in Navigation Systems
Overall Prevalence of Registered Safety and Security Systems
Reasons for NOT Registering Safety and Security Systems
Frequency of Infotainment System Use
Reasons for NOT Using Infotainment Systems
7. CURRENT PREVALENCE OF MOBILE DEVICES USED IN VEHICLES
Current Prevalence of Mobile Devices Used in Vehicles
Current Prevalence of Mobile Devices Used in Vehicles Summary
Frequency of Mobile Devices Use in Vehicles
How Mobile Devices are Used in Vehicle
When Mobile Devices are Used in Vehicle
8. APPENDICES—DEMOGRAPHIC PROFILE OF RESPONDENTS
Appendices—Demographic Profile of Respondents
Model Year of Current, Primary Vehicle
Typical Passengers While Driving
US Regions
Location of Residence
Age
Gender
Mean Annual Mileage
Mean Minutes Spent in Vehicle During Weekdays
Mean Minutes Spent in Vehicle During Weekends
2012 Mean Household Gross Income
Hispanic or Latino Ethnicity
Race
Legal Disclaimer
9. TECHNICAL APPENDIX—SEGMENTATION ANALYSIS PROCESS AND MENU-BASED CONJOINT
Technical Appendix—Segmentation Analysis Process and Menu-based Conjoint
Segmentation Analysis Process
A New Approach to Measuring Choice in a World of Increasing Mass Customization: Menu-based Conjoint
Menu-based Conjoint Modeling Delivers in an Era of Mass Customization
MBC Choice Tasks—Modeled to Reflect Real-world Scenarios
10. THE FROST and SULLIVAN STORY
Value Proposition: Future of Your Company and Career
Global Perspective
Industry Convergence
360º Research Perspective
Implementation Excellence
Our Blue Ocean Strategy

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