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  4. > 2014 European Consumer Perceptions toward Infotainment and Telematics

Willingness to Pay for Infotainment and Telematics

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.

Research Objectives
Research Objectives
The purpose of this research is to understand the customer’s desirability and willingness to pay for advanced telematics and infotainment features. The following are the key objectives of the 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 who have a similar disposition toward the adoption of vehicle technologies, determining the likelihood of the uptake of various packages for safety and security, navigation, and audio and infotainment features.
-Identify key opportunities for growth in the adoption of technologies, identifying the ideal target segments and the corresponding profile of package offerings that will satisfy their preferences.

Menu-based Conjoint Methodology Applied
Choice scenarios include bundles and á la carte options in unlimited presentation variations. The menu-based conjoint (MBC) methodology creates hypothetical choice models that estimate the probability of picking a bundle or individual items presented in the menu at different prices.
-The highest total score will receive the customer’s purchase vote.
-Averaged across all respondents, market share estimates emerge.
-In addition, the simulation can be repeated to learn how sales will vary given price changes and different product performance characteristics.
-The MBC model performs better because it is a single model that simulates all combinational outcomes.

Table Of Contents

2014 European Consumer Perceptions toward Infotainment and Telematics
1. OBJECTIVES AND METHODOLOGY

Objectives and Methodology
Research Objectives
Methodology
Sample Structure
Menu-based Conjoint Methodology Applied
Packages Assessed Using MBC: Safety and Security Packages
Packages Assessed Using MBC: Navigation Packages
Packages Assessed Using MBC: Audio and Infotainment Packages

2. EXECUTIVE SUMMARY

Executive Summary
Key Conclusions from the Research
Feature Level Conclusions from the Research
Overall Feature Interest
Feature Interest by Vehicle Segment
Feature Interest by Consumer Segments
Overall Trends—Smartphone in the Vehicle
Smartphone Use Trends
Types of Mobile Devices Used While Driving
Activities Done Using Smartphone in the Vehicle
Smartphone Data Plan Spend
Type of Data Plan for Smartphone by Country
App Downloads
Telematics Services Related Trends
Telematics Services Interest
Package Interest by Premium versus Volume Car Owners
Interest in Safety and Security Packages
Interest in Navigation Packages
Audio and Infotainment Packages
Package Interest by Country
HMI—Key Conclusions
HMI Mix
HMI Mix—Comparison between 2012 and 2014
How Customers Evaluate Multimedia Systems
Key Activities Performed While Driving
Strategic Recommendations

3. CONSUMER SEGMENTS

Consumer Segments
Customer Segments Definition
Vehicle Ownership of Customer Segments
Enthusiast Customer Segment Introduction
Enthusiasts Segment Technology Use
Mass Adopters Customer Segment Introduction
Mass Adopters Customer Segment Technology Use
Comfort Seeker Customer Segment Introduction
Comfort Seekers Customer Segment Technology Use
Uptake Rate of Packages
Growth Rates of Different Packages by Customer Segment

4. CURRENT INFOTAINMENT AND TELEMATICS SYSTEMSIN VEHICLES

Current Infotainment and Telematics Systemsin Vehicles
Current Infotainment and Telematics Systems in Vehicles Summary
Penetration Rates
Infotainment Systems—Group 1 Brands
Infotainment Systems—Group 2 Brands
Current Telematics Services—Summary
Reasons for Lower Use of Infotainment Systems
Reasons for or against Purchasing an Infotainment System as an Option

5. MOBILE DEVICE USE IN VEHICLE

Mobile Device Use in Vehicle
Current Mobile Devices Used in Vehicles—Summary
Mobile Devices Used in Vehicles by Vehicle Segment
In-vehicle Mobile Phone Use
In-vehicle Mobile Phone Use by Consumer Segments
In-vehicle Mobile Phone Use by Premium and Volume Car Owners
Reasons for Not Connecting the Smartphone through Bluetooth
Number of Paid Apps Purchased
Interest in Business Model—Accessing Online Content in the Car by Vehicle Segment and Country
Interest in Business Model—Accessing Online Content in the Car by Vehicle Owner Type and Consumer Segment

6. FUTURE VEHICLE PURCHASE INTENTIONS

Future Vehicle Purchase Intentions
Key Next Vehicle Purchase Attributes
Safety Seekers from Driving Dynamics Study
Customer Spending on Telematics/Infotainment Features
Customer Spending on Infotainment and Telematics Features by Vehicle Segment
Customer Spending on Infotainment and Telematics Features by Country
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