Connected cars are gaining popularity. But they’re not without drawbacks. According to reports from Strategy&, there’s some risk involved when it comes to the possibility of car hacking. Especially when you consider the possibility of autonomous vehicles in the near future, car hacking could become even more of a concern for automotive consumers. So what do people think about connected vehicles and the possibility of car hacking? We asked 1,000 respondents about their thoughts on this growing sector of the automotive industry.
In Ask Your Target Market’s latest survey, 72% of respondents said that they currently own or lease a vehicle. However, just 27% of those vehicle owners said that their cars have high-tech features like smartphone connectivity or internet access.
Looking forward, 52% of respondents said that they’re likely to purchase a vehicle at some point in the future. And when considering those vehicle purchases, 52% of potential car buyers ranked cost as their most important factor. 17% ranked quality as most important. 13% think reliability is most important. 9% care most about brand name. 6% consider safety features to be most important. Just 1% care most about high tech features when considering automotive purchases. And 1% care most about luxury features.
More specifically, 49% of potential car buyers said that they worry about hacking when it comes to connected vehicles. 40% said that concerns about vehicle hacking are actually likely to impact their next vehicle purchase. And 54% said they would worry about vehicle hacking in terms of autonomous vehicles.
Concerns about car hacking are likely to impact some automotive purchases going forward. So it could very well be necessary or helpful for car companies to address those concerns in marketing materials or at least during the sales process as they work to move vehicles with connected features. However, those high-tech features aren’t likely to appeal to consumers as much as other, more practical features. So when promoting those connected or high-tech features, it could be beneficial for companies to position them in a different light. So if a vehicle has smartphone connectivity, for instance, it could be better to classify that as a safety feature that lets you talk hands-free, instead of showing it off as a cool tech feature. And as automotive companies develop even more tech features that impact the driving experience even more, like self-driving features, concerns about car hacking are likely to grow as well.
You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.
What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.
Results were collected on December 7-13 via AYTM’s online survey panel.