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1
2016
Car Technology Influence
Study
Abstract
January 2016
® 2016 Cox Automotive Proprietary & Confidential. For internal use only.
2
The 2016 Car Technology Influence Study measures the
importance of in-vehicle technology on vehicle consideration
and identifies what features are most desirable.
Vehicles Are Part of the “Internet of Things”
52%
It is important that their
car syncs with all other
technology in their life
46%
Expect their vehicles to
do all the things a
smartphone can do
Nearly 7 in 10 Millennials
Nearly 6 in 10 Millennials
(vs. 57% Gen X; 38% Boomers)
(vs. 56% Gen X; 37% Boomers)
Consumers Are Open to Tech Companies Entering Automotive
All generations except Pre-Boomers prefer generic technology versus OEM proprietary systems.
57%
Would rather see better smartphone integration
through a generic system that would be available in
vehicles from all manufacturers (i.e. Apple Car Play)
Consumers Choose Safety Over Infotainment
What is more important?
87%
Vehicle with Advanced
Information and
Entertainment Features
Vehicle with
Advanced Safety
Features
13%
Over 1/3 of Millennials
would pick infotainment
features over safety
® 2016 Cox Automotive Proprietary & Confidential. For internal use only.
vs.
Infotainment
Features
Safety
Features
29%
39%
Selected as a “must have”
53%
62%
Willing to pay EXTRA
Source: 2016 Autotrader Car Technology Influence Study
3
Consumers Are Willing to Wait For “Must Have” Features
6 in 10
have at least 1
“must have”
feature they are
willing to wait for
%
51
Willing to wait 6
months or more if it
meant getting all
the “must haves”
Consumers Have a High Interest in Emerging Safety Technology
High Interest / High Availability
1.
2.
3.
4.
5.
6.
7.
8.
9.
Standard Cruise Control
Backup camera
Diagnostics alerts
USB charging port
Bluetooth
Backup sensors
Steering wheel controls
Keyless entry
Device integration via USB
High Interest / Low Availability
Expected
Features
1.
2.
3.
4.
5.
6.
Blind spot detection
Forward collision avoidance
Automatic crash notification
Lane change assist
Forward collision warning
Mobile WIFI
Emerging
Features
Usability of Features is Not as Important as their Availability
%
65
Would switch to another
brand if the vehicle being
considered did not offer
the desired tech features
%
30
Would switch to another
vehicle if the technology in
the one being considered
was difficult to figure out
Consumers Want More Time In Test Drives To Learn Features
57%
Think it should take 30 mins or
more to learn all of the new
features in their next vehicle
Preferred Way to Test Features
Take the vehicle home overnight
39%
More time in the vehicle in one session
29%
Have more than one test driving session
17%
Features simulated on interactive website
13%
Source: 2016 Autotrader Car Technology Influence Study
® 2016 Cox Automotive Proprietary & Confidential. For internal use only.
4
Consumers Feel Autonomous Features Make People Better Drivers
70%
Autonomous Features Will…
Make people
better drivers
Likely to consider a vehicle
with autonomous features
during their next purchase
%
41
Make people
worse drivers
%
35
However, Consumers do not Fully Trust Autonomous Vehicles
%
60
66%
Agree with…
Disagree with…
“Self-driving vehicles
are a dangerous idea”
“I would trust a selfdriving vehicle”
2/3
Would still
watch road
even though
they would
not be driving
Top Concerns
%
66
Safety
consequences
%
65
Vehicle decision
making in unexpected
situations
61%
Vehicle software
malfunctions/
failures
Young Millennials Are Most Positive About Autonomous Vehicles
Opinion of Self-Driving Vehicles
Positive
31%
Negative
vs.
36%
43% of 18-24 year olds are positive
Comfortable in Self-Driving Vehicle
Comfortable
Uncomfortable
29% vs. 47%
45% of 18-24 year olds are comfortable
Research Methodology
The goal of the 2016 Autotrader Car Technology Influence
Study is to better understand attitudes, needs and wants for
various types of in-car technology.
AutoTrader conducted a 20 minute online quantitative
survey among 1,012 US licensed drivers age 18+ in
September 2015.
Source: 2016 Autotrader Car Technology Influence Study
® 2016 Cox Automotive Proprietary & Confidential. For internal use only.
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