In-vehicle technology popularity continues to grow

In-vehicle technology was an important factor when purchasing a new vehicle within the past year for more than half (59 percent) of online U.S. consumers of driving age, according to research released today by the Consumer Electronics Association (CEA), the technology trade association representing the $208 billion U.S. consumer electronics industry.

Two in five consumers (42 percent) surveyed say they intend to purchase an in-vehicle technology device or accessory in the next 12 months.

The new study, The State of In-Vehicle Technologies, explores consumer awareness for emerging vehicle technologies, areas of satisfaction and improvement for built-in vehicle systems, and highlights the most effective channels to reach consumers.

In the past six years, ownership of most in-vehicle technologies has grown, especially in-dash navigation systems, rearview/backup cameras, in-vehicle communications, safety or entertainment systems, remote vehicle starters and car alarms, the study found. However, only 54 percent of online Americans of driving age indicate they are satisfied with the technologies in their primary vehicles.

Additionally, awareness of these in-vehicle technologies is higher for OEM solutions versus aftermarket.

Given the proliferation of mobile devices, almost half (47 percent) of U.S. consumers surveyed are interested in using apps designed for easier and safer use in-vehicle. CEA found that two in five consumers intend to purchase an in-vehicle technology device including car alarms, remote vehicle starters, in-dash car stereos and in-dash navigation systems.

Consumers also favor devices that facilitate mobile use in the vehicle for increased safety and enjoyment, such as devices to connect smartphones and MP3 players to the vehicle, devices for hands-free use of smartphones and mounts to hold portable devices in a fixed, easily visible manner.

CEA and its members recognize that distracted driving is a serious issue for drivers and passengers alike. That’s why CEA launched the Innovating Safety campaign last year to address the issue of automotive safety by demonstrating to consumers and policymakers that the consumer electronics industry is fully engaged in producing technologies that improve driver alertness and reduce distraction.

The campaign highlights innovative products available to the public that minimize the time a driver’s eyes are off the road, provide advanced warning about road and lane conditions, and improve hands-free functionality.

The State of In-Vehicle Technologies (March 2014) study was conducted in September 2013. It represents the findings of a quantitative study administered via Internet web form to an online national sample of 997 U.S. residents of driving age, 16 or older, who have ridden in a non-public transportation vehicle in the past 30 days.