Connected Car - Ian Beavis, EVP at Nielsen Global Automotive
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The document discusses findings from the 2014 Harris Poll AutoTECHCAST survey regarding consumer awareness and interest in connected car technologies. Some key findings include: - Most consumers have heard of a "Connected Car" but are not very familiar with the term. Interest in owning a Connected Car in the future is moderate. - Consumers prefer an integrated "built-in" Connected Car system to one that is brought in via smartphone. However, many have privacy concerns about data collection. - OnStar is the most recognized Connected Car brand name. Awareness of specific Connected Car features is moderate but interest in having them in future vehicles is higher.
![Copyright ©2013 The Nielsen Company. Confidential and proprietary.
3
CONNECTED CAR
Please indicate how familiar you are with
“Connected Cars”.
Base: Among those who evaluated connected car
Would you consider your [MAKE/MODEL] a
“Connected Car”?
Base: Among those who evaluated connected car
Heard of, and familiar
Heard of, but not familiar
Never heard of
14%
42%
44%
Yes No Not sure
14%
69%
17%](https://image.slidesharecdn.com/2a-140916120151-phpapp01/85/Connected-Car-Ian-Beavis-EVP-at-Nielsen-Global-Automotive-3-320.jpg)
![Copyright ©2013 The Nielsen Company. Confidential and proprietary.
7
CONNECTED CAR
How familiar are you with
each of the following
technologies that can be
included in a car?
Base: Among those who evaluated
connected car
Which best describes the
usage of the following
technologies/features in
your [MAKE/MODEL]?
Base: Familiar with technologies
41% 34% 34% 34% 26% 23%
44%
41% 41% 45%
47% 44%
16% 25% 24% 21% 27% 33%
Voice Activated
Controls/ Features
Vehicle to Driver
Comm.
Personal Assist. Serv. Internet-Enabled
Navigation
Vehicle Internet
Connect.
Vehicle Mobile Apps
Heard of, and familiar Heard of, but not familiar Never heard of
34% 25%
14% 11% 11% 8%
11%
14%
11% 18% 15% 12%
46% 53%
66% 61% 63%
69%
10% 8% 10% 9% 11% 12%
Vehicle to Driver
Comm.
Voice Activated
Controls/ Features
Internet-Enabled
Navigation
Personal Assist. Serv. Vehicle Mobile Apps Vehicle Internet
Connect.
Capable, and I use Capable, but I don't use Not capable Not sure](https://image.slidesharecdn.com/2a-140916120151-phpapp01/85/Connected-Car-Ian-Beavis-EVP-at-Nielsen-Global-Automotive-7-320.jpg)
Connected Car - Ian Beavis, EVP at Nielsen Global Automotive
- 1. CONNECTED CAR PREPARED FOR AUTOTECH COUNCIL September 2014
- 2. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 2 HARRIS POLL AutoTECHCASTSM AutoTECHCAST is one of the largest and most trusted sources of information about consumer awareness and adoption of advanced and emerging new automotive technology. This year the study features over 70 technologies on topics including entertainment, safety, comfort and convenience, and powertrain and alternative fuel technologies. Since its inception in 2005, AutoTECHCAST has helped clients to guide product strategy, determine feature packaging and pricing, establish customer profiles, and forecast and track adoption rates. In 2014 the study included questions on the Connected Car! o Familiarity with ‘Connected Car’ o Interest in Connected Car in next vehicle o Preference for “built-in’ vs. ‘brought-in design o Impact of data plan options on consideration o Trading more/data for advertising/information o Privacy Concerns o Connected Car Technologies o Familiarity o Current Ownership/Usage o Interest in Owning
- 3. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 3 CONNECTED CAR Please indicate how familiar you are with “Connected Cars”. Base: Among those who evaluated connected car Would you consider your [MAKE/MODEL] a “Connected Car”? Base: Among those who evaluated connected car Heard of, and familiar Heard of, but not familiar Never heard of 14% 42% 44% Yes No Not sure 14% 69% 17%
- 4. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 4 CONNECTED CAR 31% 37% 16% 9% 6% Not at all interested Somewhat interested Interested Very interested Extremely interested How interested are you in owning a “Connected Car” in the future? Base: Among those who evaluated connected car 65% 56% 16% I am concerned that owning a "Connected Car" would compromise my privacy. "Connected Cars" provide more connection to the outside world than people need. I would not consider a future vehicle purchase if it was not a "Connected Car". How much do you agree or disagree with each of the following statements? Base: Among those who evaluated connected car % Somewhat/Strongly Agree Which of the following would you prefer as incentive to allow advertising and/or anonymous data collection via your Connected Car system? Base: Among those who evaluated connected car Would allow advertising for… Would allow anonymous data collection for… 31% 22% 27% 23% Reduced cost for data services on mobile plan More data on mobile plan for the same cost
- 5. Copyright ©2014 The Nielsen Company. Confidential and proprietary. 5 PRIVACY CONCERNS Strong and growing majority are concerned about the volume of information companies know about them, and less than half trust companies to act responsibly with this information “I am concerned about the increasing amount of personal information companies capture about their customers these days.” “Overall, I trust companies to act responsibly when it comes to using all the private data they have on consumers.” 13% 12% 31% 31% 22% 22% 21% 23% 13% 13% 41% 37% 35% 35% 17% 18% 2% 2% 6% 8% STRONGLY AGREE SOMEWHAT AGREE NEITHER AGREE OR DISAGREE SOMEWHAT DISAGREE STRONGLY DISAGREE 2014 2013 2014 2013 Base: General Public (2014, n=24,432; 2013, n=14,512) Q1080 Now, please tell us whether you agree or disagree to each of the following statements:
- 6. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 6 CONNECTED CAR Which of the following would you allow in return for lower costs or more data? Base: Among those who evaluated connected car 17% 15% 14% 13% 11% 10% 10% 56% Collection of data about how I use my Connected Car System that would be… A 15 second audio advertisement that would run before I start listening to a streaming… Collection of data about how I drive that would be combined with data from… Collection of data about where I drive that would be combined with data from… Occasional visual advertisements (static, without distracting video) that would appear… Collection of data about how I use my Connected Car System in order to send ads… Collection of data about where I drive in order to send ads for businesses located in the… None - I would not allow advertising or information to be collected. All else being equal, if you were considering purchasing a vehicle with a “built-in” Connected Car system that uses a different data plan than your smartphone, how much more or less likely would you be to purchase the vehicle? Base: Among those who evaluated connected car 31% 20% 34% 10% 5% Much less likely Somewhat less likely No more or less likely Somewhat more likely Much more likely
- 7. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 7 CONNECTED CAR How familiar are you with each of the following technologies that can be included in a car? Base: Among those who evaluated connected car Which best describes the usage of the following technologies/features in your [MAKE/MODEL]? Base: Familiar with technologies 41% 34% 34% 34% 26% 23% 44% 41% 41% 45% 47% 44% 16% 25% 24% 21% 27% 33% Voice Activated Controls/ Features Vehicle to Driver Comm. Personal Assist. Serv. Internet-Enabled Navigation Vehicle Internet Connect. Vehicle Mobile Apps Heard of, and familiar Heard of, but not familiar Never heard of 34% 25% 14% 11% 11% 8% 11% 14% 11% 18% 15% 12% 46% 53% 66% 61% 63% 69% 10% 8% 10% 9% 11% 12% Vehicle to Driver Comm. Voice Activated Controls/ Features Internet-Enabled Navigation Personal Assist. Serv. Vehicle Mobile Apps Vehicle Internet Connect. Capable, and I use Capable, but I don't use Not capable Not sure
- 8. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 8 CONNECTED CAR How interested are you in having the following technologies/features included in the next vehicle you purchase? Base: Among those who evaluated connected car Which of the following “Connected Car” systems do you prefer? Base: At least somewhat interested in owning a connected car in the future 30% 28% 27% % Very / Extremely Interested 20% 19% 17% Vehicle to Driver Comm. Voice Activated Controls/ Features Internet-Enabled Navigation Vehicle Internet Connect. Personal Assist. Serv. Vehicle Mobile Apps 65% 35% "Built-in" system - A fully integrated system with the full capability of the Blutooth connected smartphone via the vehicle's built in screen and controls. It has additional features exlusive to the particular auto brand available either as standard or v "Brought-in" system - Tethers smartphone via a USB cable or Bluetooth to the vehicle. It provides specific functions such as contacts and playlists via the head unit screen. Uses smartphone's current data plan.
- 9. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 9 78% 33% 11% 10% 8% 4% 4% 3% 2% 13% OnStar SYNC MyLink U Connect Blue Link Connected Drive Entune CUE Mbrace2 None of these CONNECTED CAR Please select each of the following systems you are aware of. Base: Among those who evaluated connected car