Connected Cars Survey: Potential Buyers Already Interested

There’s a new wave of connected cars hitting the roads. Instead of regular old vehicles that just drive from point A to point B, consumers can now purchase cars that listen to voice commands, access the internet and exhibit a number of other connected features. According to a report from Business Insider, the market for connected cars is likely to continue expanding even more throughout the coming years. So how many are interested in owning connected cars in the future? And what factors are likely to convince them to go that route for their next car purchase?

connected cars

Connected Cars

In Ask Your Target Market’s latest survey, 72% of respondents said that they currently own or lease a vehicle. Of those current vehicle owners, 20% said that their car has at least some connected features like voice controls or internet access. 41% of those connected car owners said they’ve used at least one of those connected features within the past day. 26% have used those features within the past week. 7% have used them in the past month. 5% have used them in the past three months. 3% have used them in the past year. 5% said it’s been over a year since they’ve used any of their vehicle’s connected features. And 12% of those who currently own vehicles with connected features said they don’t ever actually use any of those features. Overall, 70% of those connected car owners who have actually used the features said that they are at least somewhat satisfied with those connected features.

Vehicle Buyers

Overall, 34% of respondents said that they are likely to buy or lease a vehicle at some point over the next two years. And of those potential buyers, 61% said that they are at least somewhat likely to purchase a vehicle with some connected features. Those who currently own vehicles were just slightly more likely to have plans to purchase another vehicle in that time frame, and also slightly more likely to be interested in connected vehicle purchases.

Of course, there are plenty of other factors to consider when making a new vehicle purchase. In general, cost and safety were seen as most important. 55% of potential car buyers ranked cost as their most important feature when considering a new vehicle purchase. 12% ranked safety features as most important. 11% look for reliable vehicles above all else. 4% value comfort. 2% value style. And 2% value tech features above all else.

Consumer Perspective

In general, 30% of respondents said they consider connected cars to be safer than other cars. And 51% said they consider connected cars to be useful. But it’s not all positive when it comes to connected cars; some consumers also have concerns. 51% said they worry about connected cars getting hacked. And 44% said they would worry about becoming too reliant on connected cars.

Key Takeaways

Since the majority of those who are likely to buy vehicles in the next couple of years already plan on buying connected cars, it seems that vehicle manufacturers have already been doing a decent job of marketing those features. But there’s still room for improvement. First of all, hacking continues to be a concern for car buyers. So auto companies could try to alleviate some of those concerns by advertising encryption systems and other methods they use to stay ahead of hackers. And since car buyers tend to value safety features significantly more than connected features, it could be worth it to draw connections between those features and safety. For example, car brands like Ford and Dodge offer some models with blind spot monitoring features, along with other connected features that are less safety-oriented. But if those car manufacturers call attention to the high-tech safety aspects and then offer the rest as sort of a bonus, it could convince even more consumers to give connected cars a try.

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.

Photo Credit: Loads of GPS devices in our car by mroach under CC BY 2.0

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 June 12 via AYTM’s online survey panel.

Anne Pilon brings 3 years experience to AYTM as a blogger and journalist. She has a degree in journalism and marketing communications from Columbia College in Chicago and enjoys writing about business, marketing, social media, and art.