Table of Contents
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.
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
• 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
• 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.
A Web-based survey methodology was utilized. Data collection occurred during in September and October 2013.
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.
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