Consumer Familiarity With Connected Car Services, March 2014 [CHART]
Auto buyers have added connected car features to their shopping consideration set. Buyers expect a much more technologically advanced vehicle than in years past. More than half of buyers worldwide polled in March 2014 were either using such features or wanted them in their next vehicle, according to Capgemini’s “Cars Online 2014” survey.
The connected car remains a mystery to many shoppers, however. Marketing of connected car features has been spare, left as an afterthought on brand sites and owner’s manuals. So consumers remain largely unfamiliar with what is available on current models. In a Harris Interactive poll from May 2014, some 44% of car owners said they had never heard of connected cars, and nearly as many had only a vague understanding of it. So any brand speaking to this audience has the chance to fully introduce the concept. Read the rest at eMarketer.