Outdated Technology in Cars is a Deal Breaker for 88% of Consumers

by | 3 minute read

Meto­va, a world lead­ing provider of mobile, con­nect­ed car, con­nect­ed home and IoT Solu­tions, today announced the results of a sur­vey reveal­ing the sen­ti­ment of con­sumers regard­ing "the con­nect­ed car." Of note, over half of respon­dents own a car that con­nects to the inter­net, either direct or via phone, while two-thirds would switch to a dif­fer­ent enter­tain­ment ser­vice if that ser­vice is read­i­ly avail­able in their new vehi­cle.

Accord­ing to Audi­enceS­CAN, car own­ers make up over 85% of adults in the U.S. Over 20% are over the age of 65, 10.3% are ages 17 to 24, the remain­ing 69.4% is fair­ly even­ly divid­ed (around 17% each) between the 25 to 34, 35 to 44, 45 to 54 and 55 to 64 age groups. A lit­tle over 22% of Car Own­ers' annu­al house­hold incomes are between $25,000 and $49,999.

Oth­er key find­ings include:

  • Over half of respon­dents have a vehi­cle that con­nects to inter­net via phone or direct con­nec­tion with near­ly one-third total hav­ing a car that con­nects to the inter­net via direct con­nec­tion
  • More than half of respon­dents have a 2014 or new­er vehi­cle
  • 80% are hap­py with the tech­nol­o­gy cur­rent­ly avail­able in their car
  • 2 out of 3 respon­dents would switch from their cur­rent enter­tain­ment ser­vice provider of choice to one that was includ­ed with their vehi­cle
  • Stream­ing music ser­vices are gain­ing on FM Radio with 33% of con­sumers pre­fer­ring stream­ing ver­sus 37% that still choose FM Radio, pri­mar­i­ly for con­ve­nience over con­tent
  • 88% of con­sumers val­ue new tech­nol­o­gy in their vehi­cles
  • 1 out of 5 new car shop­pers would walk away from a poten­tial new pur­chase that fea­tured every­thing they want­ed in a car (price, brand, design, pow­er, MPG, etc.) if it didn't have the lat­est con­nect­ed tech­nol­o­gy includ­ed

Car Own­ers are fair­ly tech savvy in their homes as well as their cars. A lit­tle over 35.6% own smart TVs/streaming devices, 59.2% own either an iPad or Android tablet and 14.2% own a voice-activated smart speak­er. With this kind of tech­nol­o­gy in their homes, it's only nat­ur­al that they'd expect a sim­i­lar expe­ri­ence from their vehi­cle.

"This infor­ma­tion from con­sumers demon­strates we have reached a tip­ping point on adop­tion and expec­ta­tion for tech­nol­o­gy in the car," said Josh Smith, CEO at Meto­va. "At Meto­va, we work with our part­ners through­out the world to under­stand their vision for con­nect­ed car and home solu­tions to pro­vide a com­plete tech­no­log­i­cal path along with ongo­ing sup­port to sur­pass their goal."

The best place to adver­tise to Car Own­ers is through their TVs. The TV is where 47.3% of this audi­ence gets most of their local news and where 61.1% saw com­mer­cials that made them take action last year, accord­ing to Audi­enceS­CAN. Also with­in the last year, 49.2% saw spon­sored search results that drove them to action and anoth­er 58.7% were moti­vat­ed to action by ads or coupons their received via direct mail.

Audi­enceS­CAN data is avail­able for your appli­ca­tions and dash­boards through the Sales­Fu­el API. Media com­pa­nies and agen­cies can access Audi­enceS­CAN data through the Audi­enceS­CAN Reports in AdMall.

Rachel Cagle

Rachel Cagle

Rachel is a Research Ana­lyst, spe­cial­iz­ing in audi­ence intel­li­gence, at Sales­Fu­el. She also helps to main­tain the major accounts and co-op intel­li­gence data­bas­es. As the hold­er of a Bach­e­lors degree in Eng­lish from The Ohio State Uni­ver­si­ty, Rachel helps the rest of the Sales­Fu­el team with their writ­ing needs.