2. More Non SUV Owners Considering Buying SUVs
Which Vehicle Do You Currently Own?
Which Vehicle(s) Are You Considering?
63%
40%
54%
46%
Sedan/Coupe
Utility Vehicle
Sedan/Coupe
Utility Vehicle
Q: Please select up to 2 segments you currently own and/or use.
Q: Please select up to 2 segments you are considering.
Q: What type of vehicle are you considering? (check all that apply)
In-Vehicle Technology Survey
N = 2076
Excel tab ‘Consideration’

3. Consumers Are Split Between Safety And Infotainment When Defining In-Vehicle Technology
Which of The Following Best Represents In-Vehicle Technology to You?
10%
11%
15%
50%
46%
Car Care Features
Navigation
Connectivity Features
Infotainment Features
Safety Features
Infotainment Features
Q: Which of the following best represents in-vehicle technology to you?
In-Vehicle Tech Survey
N = 2076
Excel tab ‘BestInVehTech’

4. Which of The Following Best Represents In-Vehicle Technology to You ?
Young Shoppers Associate In-Vehicle Technology With Infotainment Features
Which of The Following Best Represents In-Vehicle Technology to You ? 6%
13%
Millennials
15–35 years old
Gen X
35–55 years old
17%
25%
56%
51%
Baby Boomer
51–69 years old
21%
11%
Silent Generation
70–90 years old
Q: Which of the following best represents in-vehicle technology to you?
In-Vehicle Tech Survey
N = 2076
Excel tab ‘BestInVehTech’
Safety Features
Infotainment Features

5. Safety Features Are Most Important When Considering A New Vehicle
When Are Certain Features Considered?
27%
21%
14%
13%
When I’m First Researching
When I’m Narrowing Down The List I’m Considering
After I Visit The Dealers
Never
Car Care
Connectivity
Entertainment
Navigation
Safety
Excel Sheet: Features
Q: In your shopping process, when would you consider each of the following?
In-Vehicle Technology Survey
N = 2076

6. When Are Certain Features Considered?
64% Of People Have Never Experienced These Safety Features. Of Those Who Have, Blind Spot Detection Was Most Popular
When Are Certain Features Considered?
26%
Blind Spot Detection
Adaptive Cruise Control
21%
Heads-up Display
20%
Lane Departure
15%
Accident Avoidance System
14%
Self-Parking 4%
Q: Have you ever driven a car with any of the following safety features?
In-vehicle Tech Survey
N = 737
Excel sheet ‘DriveSafety’

7. Infotainment Features
People Who Think Technology Means Safety Are More Likely To Have Driven A Car With Safety Features
Safety Features
Infotainment Features
Q: Have you ever driven a car with any of the following safety features?
Q: Which of the following best represents in-vehicle technology to you?
In-vehicle Tech Survey
N Safety = 1435, N Infotainment = 1216
Excel sheet ‘DriveSafety’

8. For 1 In 3 People, Technology Is Make Or Break When Choosing A Car
When Choosing The Car I Will Purchase
1 In 3
People
66%
Technology Features in the Car Will Make or Break My Decision
Any Technology That Comes in the Car is an Added Bonus
Q: When choosing the car I will purchase…
In-Vehicle Technology Survey
N = 2076
Excel Sheet: MakeOrBreak

9. Common Tech Items Are What People Find Most Important When Shopping For A New Vehicle
Back-up Camera
USB/Auxiliary Port
Bluetooth
Remote keyless entry
Very Important
Neutral
Blind Spot Detector
Navigation
Push to Start
4G LTE hotspot
Remote engine start
Satellite Radio
Voice Commands
Not Important
Q: How important are the following technology features to you?
In-Vehicle Technology Survey
N = 2076
Excel sheet: ‘BackupCamera’, ‘BlindSpot’, ‘USB’, ‘Bluetooth’

10. Safety Technology Becomes More Important As Drivers Age
How Important Are The Following Technology Features to You?
47%
45%
Baby Boomer
51–69 years old
26%
25%
Millennials
15–35 years old
Gen X
35–55 years old
45%
37%
63%
57%
Silent Generation
70–90 years old
Q: How important are the following technology features to you?
Q: What is your age?
In-Vehicle Technology Survey
N = 2076
Excel sheet: ‘BackupCamera’, ‘BlindSpot’
-Highlight very important portion
Back-Up Camera
Blind Spot Detector

11. Connectivity Features Are More Important To Younger Drivers
How Important Are The Following Technology Features to You?
25%
30%
Silent Generation
70–90 years old
42%
39%
Baby Boomer
51–69 years old
59%
44%
Millennials
15–35 years old
62%
49%
Gen X
35–55 years old
Q: How important are the following technology features to you?
Q: What is your age?
In-Vehicle Technology Survey
N = 2076
Excel sheet: ‘USB’, ‘Bluetooth’
USB/Auxiliary Port
Bluetooth

12. Phone Features Are Not Important To Millennials When Shopping For a New Vehicle
55%
58%
Not Important
32%
53%
4G LTE Hotspot
Navigation
Satellite Radio
Voice Command
Millennials
15–35 years old
Q: How important are the following technology features to you?
Q: What is your age?
In-Vehicle Technology Survey
N = 2076
Excel Sheets: ‘SatelliteRadio’, ‘Navigation’, ‘4G’, ‘Voice’

13. TECHNOLOGY COMPANIES AND DATA

14. Awareness Of Google And Apple In-Dash Integration Is Low
NO AWARENESS
51%
Q: Both Google and Apple are producing technology to integrate your mobile phone with your car’s in-dash display. Are you aware of either of these technologies?
In-Vehicle Technology Survey
N = 2076
Excel Sheet: InfoGoogleApple

15. Neither Apple Or Google Branded Their Products As Expected
What is The Name of Each Company’s Product?
ICar
Android Auto
CarPlay
Google Auto
GAuto
Apple Auto
I Don’t Know
ICar
Android Auto
CarPlay
Google Auto
GAuto
Apple Auto
Q: What is the name of each company’s product?
In-Vehicle Technology Survey
N = 1017

16. Both Google And Apple Have Confusion Surrounding The Name Of Their Infotainment System By Their Own User Base
What is The Name of Each Company’s Product?
IPhone Users
Android Users
Other Smartphone Users
Google Auto
32%
39%
34%
IPhone Users
Android Users
Other Smartphone Users
Apple Auto
28%
31%
38%
Q: What is the name of each company’s product?
In-Vehicle Technology Survey
N = 1017
Excel Sheets: GoogleName, AppleName

17. Consumers Do Not Trust OEMs With Their Data
Who Do You Trust With Your Data?
46%
44%
Large Companies
32%
I Don’t Trust Any Entity With My Private Data
10%
68%
Google
Apple
OEMs
(i.e. Toyota, Honda, Etc.)
Q: If the car you own has Android Auto or CarPlay (Apple’s Infotainment system), who do you trust most with your data?
In-Vehicle Technology Survey
N = 2076
Excel Sheet: DataTrust

18. 8 In 10 People Are Not Interested in 4G LTE WiFi In Their Vehicles
Would You Be Interested in Having 4G LTE WiFi in Your Vehicle?
YES
People interested in having 4G LTE WiFi in their vehicles are willing to pay $30 a month on average for the service.
19% NO
81%
Q: Some vehicles include built in 4G LTE WiFi in their cars. This is similar to the data on a smartphone, but would require an additional data plan. Would you be interested in this feature?
Q: How much would you be willing to pay each month for 4G LTE WiFi?
In-Vehicle Technology Survey
N = 2076
Excel Sheets: 4G LTE, 4G LTE2

19. In-Vehicle 4G LTE Interest By Generation
Generation X Is Slightly More Interested In Having Vehicles Equipped With 4G LTE
In-Vehicle 4G LTE Interest By Generation
16%
18%
19%
25%
Silent Generation
70–90 years old
Baby Boomer
51–69 years old
Millennials
15–35 years old
Gen X
35–55 years old
Q: Some vehicles include built in 4G LTE WiFi in their cars. This is similar to the data on a smartphone, but would require an additional data plan. Would you be interested in this feature?
In-Vehicle Technology Survey
N = 2076
Excel Sheet: 4G LTE
Interested

20. CARS OF THE FUTURE

21. Would You Prefer to Drive or Engage in Other Activities?
Over Half Of People Prefer To Drive Instead Of Having A Self-Driving Car
Would You Prefer to Drive or Engage in Other Activities?
Millennials
15–35 years old
Gen X
35–55 years old
55%
55%
66%
71%
Baby Boomer
51–69 years old
Silent Generation
70–90 years old
Q: While your self-driving car is driving you around, what do you expect to be doing with most of your time?
In-Vehicle Technology Survey
N = 2076
Excel Sheet: CarDrive
Drive

22. Will You Ever Own A Self-Driving Car?
Baby Boomers And Silent Generation Do Not Believe They’ll Own A Self-Driving Car
Will You Ever Own A Self-Driving Car?
Millennials
15–35 years old
Gen X
35–55 years old
77%
Baby Boomer
51–69 years old
88%
Silent Generation
70–90 years old
60%
66%
Q: Will You Ever Own A Self-Driving Car?
Q: What is the primary reason you don’t think you will own a self-driving car?
In-Vehicle Technology Survey
N = 1552
Excel Sheets: OwnSelfDriving, NoOwn No

23. Baby Boomers And Silent Generation Do Not Believe They’ll Own A Self-Driving Car
What is The Primary Reason You Don’t Think You’ll Own a Self-Driving Car?
56%
51%
27%
19%
21% 9%
45%
23%
35%
44%
15%
25%
I Prefer to Drive Myself
I Don’t Trust The Technology
I Don’t Think They’ll Exist in My Lifetime
Baby Boomer
Silent Generation
Gen X
Millennial

24. In How Many Years Do You Think You Will Own a Self-Driving Car?
Millennials And Generation X Believe They Will Own A Self-Driving Car In About Years
In How Many Years Do You Think You Will Own a Self-Driving Car?
Silent Generation
70–90 years old
5 Years
Baby Boomer
51–69 years old
10 Years
Gen X
35–55 years old
10 Years
Millennials
15–35 years old
15 Years
Q: Will you ever own a self-driving car?
Q: In how many years do you think you’ll own a self-driving car?
In-Vehicle Technology Survey
N = 524
Excel Sheets: OwnSelfDriving, YesOwn

25. If Everyone Owned Self-Driving Vehicles, People Expect There To Be Gridlock On Roadways
What Do You Expect Roadways To Look Like If Everyone Owned Self-Driving Vehicles?
27%
Speeds Will Increase to 100+ Miles Per Hour
39%
Gridlock Because More Vehicles Are On The Road
33%
Personal Ownership Will Go Away (Everything Will Be Shuttles or Buses)
Q: What do you expect roadways to look like if everyone owned self-driving vehicles?
In-Vehicle Technology Survey
N = 2076
Excel Sheet: Roads

26. Believe Your Self-Driving Car Will Pick You Up
2 In 3 Believe You’ll Be Able To Message Your Self-Driving Car In Order For It To Pick You Up
How Will Your Self-Driving Car Pick You Up When It Drops You Off At The Store?
2 In 3
People
Believe Your Self-Driving Car Will Pick You Up
Q: How will your self-driving car pick you up when it drops you off at the store?
In-Vehicle Technology Survey
N = 2076
Excel Sheet: CarPickUp

27. Drivers Require High Incentives To Reveal Their Driving Habit Data
If your car collects data about your driving habits, how much of a discount would your insurance company have to give you per year in order for you to be willing to give them access to this data?
Q: If your car collects data about your driving habits, how much of a discount would your insurance company have to give you per year in order for you to be willing to give them access to this data?
In-Vehicle Technology Survey
N = 2076
Excel Sheet: InsuranceData

28. 62% Of People Believe Cars Will Be Easily Hacked In The Future
I Fear Cars in The Future Will Be Easily Hacked
12%
Neutral
62%
AGREE
26%
Disagree
Q: I fear cars in the future will be easily hacked.
In-Vehicle Technology Survey
N = 2076
Excel Sheet: CarHacked

29. If A Self-Driving Car Is Involved In An Accident, Most People Believe Either The Driver Or OEM Will Be Charged
If Your Self-Driving Car Was Found To Be At Fault For An Accident, Who Would Be Charged?
Q: If your self-driving car was found to be at fault for an accident, who would be charged?
In-Vehicle Technology Survey
N = 2076
Ask George about survey question Excel Sheet: CarAccident
*This is essentially saying insurance companies will go extinct.

30. Believe Your Car Will Stop For a Pedestrian
3 In 4 People Believe If A Pedestrian Were To Walk In Front Of Your Self-Driving Car, The Car Would Stop Immediately
3 In 4
People
Believe Your Car Will Stop For a Pedestrian
Q: What would you expect your self-driving car to do if a pedestrian jay-walks in front of you?
In-Vehicle Technology Survey
N = 2076
Excel Sheet: CarJayWalk
Note: The same thing would happen if a person was driving (i.e. we would hit the breaks and try to stop immediately), so people don’t expect anything different.

31. Thank You

32. Neither Apple Or Google Branded Their Products As Expected
What is The Name of Each Company’s Product?
ICar
Android Auto
CarPlay
Google Auto
GAuto
Apple Auto
I Don’t Know
ICar
Android Auto
CarPlay
Google Auto
GAuto
Apple Auto
Q: What is the name of each company’s product?
In-Vehicle Technology Survey
N = 1017