Voice of Customer Analysis on Automotive Connected Services—Europe, 2018

Voice of Customer Analysis on Automotive Connected Services—Europe, 2018

The scope of the research study is to evaluate the current use of connected car applications such as digital assistants, online infotainment services, telematics services, navigation services, and data-enabled services among respondents in Europe. In addition, this study will also focus on customer analysis bifurcation by vehicle segment type across different European countries and who prefers to use what types of services. This research will also investigate the most interesting connected car applications and use cases for customers in the future.

Data was collected by means of a panel-based survey in Europe - France, Italy, UK, and Germany. A total of 2137 decision makers or key influencers for connected car services were surveyed to obtain the results.

RESEARCH SCOPE

Identify the most interesting connected car services/use cases for the customers
Deep-dive analysis on what services/use cases are preferred across different vehicle segment owners
Understand what challenges are limiting customers in their adoption of data-enabled services
Identify the major, interesting connected car services that customers would like to see in the future
Understand the willingness of customers to share data with automakers for providing personalized services
Connected Car Services Highlights:

More than 40% drivers currently use digital assistants and the main task in a vehicle is telephony and navigation
Navigation and online music streaming are the most preferred Internet services in cars, local search and concierge services are still low
Android Auto and Apple CarPlay still under penetrated – familiarity only from 17” models
Customers prefer flexible payment plans and a-la-carte options for telematics service. Emergency assistance tops the most-needed option – Unbundling of services
More than 60% drivers are willing to share data and expect money as incentive

RESEARCH HIGHLIGHTS

Criteria for vehicle purchase and interest towards new technologies– Analyses the consumer’s perspective for purchasing vehicles in key European regions. It also identifies driver’s attitude towards use of different connected vehicle technologies and autonomous cars in the future
Digital Assistants – Showcases the key use cases and frequency of use of digital assistants in connected vehicles and reasons for increasing interest among consumers
Online infotainment services and in-car features –Identifies key online services and features largely used in cars and presents the preferred online services for the future
Telematics and navigation services – Highlights the current, interesting telematics and navigation services among vehicle owners and also identifies the preference for connected services of the future
Data-enabled services – Highlights the increasing interest towards data-enabled services and identifies consumer’s data-sharing expectations for automakers


  • Research Objectives and Methodology
    • Research Scope and Objectives
    • Features and Services Covered in the Study
    • Research Methodology
    • Key Questions this Study will Answer
  • Respondents Sample Overview
    • Survey Sample Structure
    • Sample Structure
      • Table Voice of Customer Analysis on Automotive Connected Services: Sample Structure, Europe, 2018
    • Demographic Profile
  • Executive Summary
    • Top Ten Findings from the Survey
    • Key Sections Covered in the Customer Research
    • Criteria for Vehicle Purchase and Interest Towards New Technologies
    • Digital Assistants
    • Online Services and In-car Features
    • Telematics and Navigation Services
    • Data-Enabled Services
  • Criteria for Vehicle Purchase and Interest Towards New Technologies
    • General Criteria for Purchasing a New Vehicle
    • Car Technology Interest
    • Attitude Towards Cars and Driving
  • Digital Assistants
    • General Digital Assistant Usage
    • In-car use of Digital Assistants
    • Frequency of Use of Digital Assistants on Phone
    • Digital Assistants Use by Applications
  • Online Service and In-Built Vehicle Features
    • Current Use of Online Services in Cars
    • In-built Vehicle Features and Current Usage
    • In-built Vehicle Features Future Demand
  • Telematics and Navigation Services
    • Interest in Navigation and Safety Services
    • Interest in Telematics Services
      • Table Voice of Customer Analysis on Automotive Connected Services: Telematics Services, Europe, 2018
    • Preferred Subscription Model
    • HMI Preference for Controlling Features
  • Data-Enabled Services
    • Willingness to Share Data with Car Dealer/Car Maker
    • Expectations towards Reward/ Payment for Sharing Data
    • Data-Enabled Services
  • Key Conclusions
    • Key Conclusions from Voice of Customer Analysis on Connected Services

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