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Automotive Innovations - US - February 2015

Automotive Innovations - US - February 2015

“User convenience and driver distraction collide as smartphones become more and more a part of the in-car experience. Safety comes first for consumers, even in an area of increasing access to in-car apps and smartphone integration.”
 
– Tim Healey, Research Analyst – Automotive

This report looks at the following areas:

Consumers need to be connected Safety still matters


SCOPE AND THEMES
What you need to know
Definition
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: Future vehicle purchasing plans, November 2014
Market factors
The consumer
Interest in electronic tech is high, despite concerns about driver distraction
Figure 2: Tech/audio and safety features, November 2014
Self-driving cars not generating much interest
Figure 3: Interest in auto innovations, November 2014
Entertainment, safety, smartphone connectivity drive the consumer
Figure 4: Auto innovations for children, November 2014
Safety is prioritized over technology
Figure 5: Attitudes toward auto innovations, November 2014
What we think
ISSUES AND INSIGHTS
Consumers need to be connected
The issues
The implications
Safety still matters
The issues
The implications
TREND APPLICATIONS
Trend: Prepare for the Worst
Trend: Cam Cam
Trend: Who Needs Humans?
MARKET DRIVERS
Key points
Aging vehicle fleet means pent-up demand
Figure 6: Average Age of Passenger Cars and Light Trucks, 2002-13
New smartphone tech will drive the market in the near term
Safety matters
INNOVATIONS AND INNOVATORS
Apple CarPlay and Android Auto change the game
GM’s 4G LTE brings wi-fi to the car
Chevrolet brings video to the 'Vette
Figure 7: Cheverolet’s performance tracking management
Self-driving cars still under development
Nissan Smart rearview mirror clears up rear sightlines
Plethora of driver-assist features aim to make drivers safer
SOCIAL MEDIA
Key points
Market overview
Key social media metrics
Figure 8: Key performance indicators, selected car brands, Jan. 26, 2014-Jan. 25, 2015
Brand usage and awareness
Figure 9: Brand usage and awareness of car brands, November 2014
Interaction with brands
Figure 10: Interaction with car brands, November 2014
Leading online campaigns
Vine
Integrated social media campaign
Social media for social good
Hashtag campaign
What we think
Online conversations
Figure 11: Online mentions, selected car brands, Jan. 26, 2014-Jan. 25, 2015
What are people talking about online?
Figure 12: Mentions by topic of conversation, selected car brands, percent of total mentions, Jan. 26,
2014-Jan. 25, 2015
VEHICLES OWNED
Key points
Despite rise in crossover SUV sales, cars still dominate
Figure 13: Type of vehicle owned, November 2014
Higher-income consumers more likely to own crossovers
Figure 14: Type of vehicle owned, by household income, November 2014
Parents favor crossovers, SUVs and vans
Figure 15: Type of vehicle owned, by presence of children in household, November 2014
Smartphone owners likely to own cars
Figure 16: Type of vehicle owned, by mobile device ownership, November 2014
Crossovers/SUVs popular among owners of newer vehicles
Figure 17: Type of vehicle owned, by type of vehicle, November 2014
Figure 18: Type of vehicle owned, by model year, November 2014
COST OF MOST RECENT VEHICLE PURCHASE
Key points
With new-car transaction price around $30,000, most buyers paid just under that
Figure 19: Cost of most recent vehicle purchase, November 2014
Younger car owners spent less on most recent vehicles
Figure 20: Cost of most recent vehicle purchase, by age, November 2014
Parents spend more on vehicles than those without children
Figure 21: Cost of most recent vehicle purchase, by presence of children in household, November 2014
METHOD OF LAST VEHICLE PURCHASE AND MODEL YEAR
Key points
Most car buyers bought new
Figure 22: Method of last vehicle purchase, November 2014
Parents prefer to buy new
Figure 23: Method of last vehicle purchase, by presence of children in household, November 2014
Large number of newer vehicles means demand for innovations may be pent-up
Figure 24: Model year, November 2014
The higher the income, the newer the vehicle
Figure 25: Model year, by household income, November 2014
Parents have safety incentive to replace vehicles frequently
Figure 26: Model year, by presence of children in household, November 2014
PLAN TO PURCHASE VEHICLES
Key points
Thanks to pent-up demand, vehicle owners looking to buy again soon
Figure 27: Future vehicle purchasing plans, November 2014
Men looking to buy sooner than women
Figure 28: Future vehicle purchasing plans, by gender, November 2014
Younger buyers more apt to be buying soon
Figure 29: Future vehicle purchasing plans, by age, November 2014
Higher-household income respondents more likely to buy a new vehicle sooner
Figure 30: Future vehicle purchasing plans, by household income, November 2014
Families more likely to be looking to buy a new vehicle in the near future
Figure 31: Future vehicle purchasing plans, by presence of children in household, November 2014
Those who spent more on their last car likely to buy new cars
Figure 32: Future vehicle purchasing plans, by vehicle price, November 2014
Those with older cars waiting to buy next vehicle
Figure 33: Future vehicle purchasing plans, by model year, November 2014
COMFORT/CONVENIENCE FEATURES
Key points
Comfort takes precedence over innovations
Figure 34: Interest in comfort/convenience features, November 2014
Men more interested in comfort and convenience than women
Figure 35: Interest in comfort/convenience features – Any interest, by gender, November 2014
Older buyers express less interest in more recent creature comfort innovations
Figure 36: Interest in comfort/convenience features – Any interest, by age, November 2014
Consumers crave comfort regardless of income
Figure 37: Interest in comfort/convenience features – Any interest, by household income, November
2014
Whether buying sooner or later, consumers interested in comfort, convenience
Figure 38: Interest in comfort/convenience features – Any interest, by plan to purchase, November
2014
TECH/AUDIO AND SAFETY FEATURES
Key points
Interest high in tech features, but concerns hold back multimedia and smartphone features
Figure 39: Tech/audio and safety features, November 2014
Men more interested in tech features
Figure 40: Tech/audio and safety features – Any interest, by gender, November 2014
Older buyers less interested in high-tech features
Figure 41: Tech/audio and safety features – Any interest, by age, November 2014
With higher household income comes more interest in high tech
Figure 42: Tech/audio and safety features – Any interest, by household income, November 2014
Parents focus on safety innovations
Figure 43: Tech/audio and safety features – Any interest, by presence of children in household,
November 2014
INTEREST IN AUTO INNOVATIONS
Key points
Self-driving cars yet to garner much public interest
Figure 44: Interest in auto innovations, November 2014
Safety features appeal to older vehicle owners
Figure 45: Interest in auto innovations, by age, November 2014
Parents interested in keeping children entertained
Figure 46: Interest in auto innovations, by presence of children in household, November 2014
Higher interest in innovations among those who have more expensive cars
Figure 47: Interest in auto innovations, by vehicle price, November 2014
AUTO INNOVATIONS FOR CHILDREN
Key points
Parents interested in using tech to keep an eye on teens
Figure 48: Auto innovations for children, November 2014
Figure 49: Auto innovations for children, by gender, November 2014
Middle-aged adults worry the most about teen-driving habits
Figure 50: Auto innovations for children, by age, November 2014
ATTITUDES TOWARD AUTO INNOVATIONS
Key points
Safety trumps other types of tech
Figure 51: Attitudes toward auto innovations, November 2014
Woman more interested than men in safety tech
Figure 52: Attitudes toward auto innovations, by gender, November 2014
Older vehicle owners have a strong interest in safety
Figure 53: Attitudes toward auto innovations, by age, November 2014
Parents are interested in innovations for passengers, may buy a new vehicle sooner
Figure 54: Attitudes toward auto innovations, by presence of children in household, November 2014
Those who paid more for their last vehicle express less interest in innovations
Figure 55: Attitudes toward auto innovations, by vehicle price, November 2014
Those who are planning to buy sooner are less interested in innovations
Figure 56: Attitudes toward auto innovations, by plan to purchase, November 2014
RACE AND HISPANIC ORIGIN
Key points
Vehicle ownership high across all races
Figure 57: Type of vehicle owned, by race/Hispanic origin, November 2014
Whites, Hispanics likely to spend more than $40,000 on a vehicle
Figure 58: Cost of most recent vehicle purchase, by race/Hispanic origin, November 2014
Safety strongest among Whites, Hispanics
Figure 59: Attitudes towards auto innovations, by race/Hispanic origin, November 2014
Hispanics show most interest in safety innovations
Figure 60: Auto innovations for children, by race/Hispanic origin, November 2014
APPENDIX – OTHER USEFUL CONSUMER TABLES
Vehicles owned
Figure 61: Type of vehicle owned, by gender, November 2014
Figure 62: Type of vehicle owned, by age, November 2014
Figure 63: Type of vehicle owned, by generation, November 2014
Figure 64: Type of vehicle owned, by marital status, November 2014
Figure 65: Type of vehicle owned, by vehicle price, November 2014
Figure 66: Type of vehicle owned, by plan to purchase, November 2014
Cost of most recent vehicle purchase
Figure 67: Cost of most recent vehicle purchase, by gender, November 2014
Figure 68: Cost of most recent vehicle purchase, by household income, November 2014
Figure 69: Cost of most recent vehicle purchase, by generation, November 2014
Figure 70: Cost of most recent vehicle purchase, by marital status, November 2014
Figure 71: Cost of most recent vehicle purchase, by ownership – type of vehicle, November 2014
Figure 72: Cost of most recent vehicle purchase, by vehicle price, November 2014
Figure 73: Cost of most recent vehicle purchase, by type of vehicle, November 2014
Figure 74: Cost of most recent vehicle purchase, by model year, November 2014
Method of last vehicle purchase
Figure 75: Method of last vehicle purchase, by gender, November 2014
Figure 76: Method of last vehicle purchase, by age, November 2014
Figure 77: Method of last vehicle purchase, by generation, November 2014
Figure 78: Method of last vehicle purchase, by household income, November 2014
Figure 79: Method of last vehicle purchase, by race/Hispanic origin, November 2014
Figure 80: Method of last vehicle purchase, by employment status, November 2014
Figure 81: Method of last vehicle purchase, by marital status, November 2014
Figure 82: Method of last vehicle purchase, by ownership – type of vehicle, November 2014
Figure 83: Method of last vehicle purchase, by vehicle price, November 2014
Figure 84: Method of last vehicle purchase, by model year, November 2014
Model Year
Figure 85: Model year, by gender, November 2014
Figure 86: Model year, by age, November 2014
Figure 87: Model year, by generation, November 2014
Figure 88: Model year, by race/Hispanic origin, November 2014
Figure 89: Model year, by employment status, November 2014
Figure 90: Model year, by marital status, November 2014
Figure 91: Model year, by vehicle price, November 2014
Figure 92: Model year, by plan to purchase, November 2014
Plans to purchase vehicles
Figure 93: Future vehicle purchasing plans, by generation, November 2014
Figure 94: Future vehicle purchasing plans, by race/Hispanic origin, November 2014
Figure 95: Future vehicle purchasing plans, by employment status, November 2014
Figure 96: Future vehicle purchasing plans, by marital status, November 2014
Comfort/convenience features
Figure 97: Interest in comfort/convenience features – Any interest, by generation, November 2014
Figure 98: Interest in comfort/convenience features – Any interest, by employment status, November
2014
Figure 99: Interest in comfort/convenience features – Any interest, by presence of children in
household, November 2014
Figure 100: Interest in comfort/convenience features – Any interest, by marital status, November 2014
Figure 101: Interest in comfort/convenience features – Any interest, by vehicle price, November 2014
Figure 102: Interest in comfort/convenience features – Any interest, by race/Hispanic origin, November
2014
Tech/audio and safety features
Figure 103: Tech/audio and safety features – Any interest, by generation, November 2014
Figure 104: Tech/audio and safety features – Any interest, by race/Hispanic origin, November 2014
Figure 105: Tech/audio and safety features – Any interest, by employment status, November 2014
Figure 106: Tech/audio and safety features – Any interest, by marital status, November 2014
Figure 107: Tech/audio and safety features – Any interest, by vehicle price, November 2014
Figure 108: Tech/audio and safety features – Any interest, by plan to purchase, November 2014
Interest in auto innovations
Figure 109: Interest in auto innovations, by gender, November 2014
Figure 110: Interest in auto innovations, by generation, November 2014
Figure 111: Interest in auto innovations, by race/Hispanic origin, November 2014
Figure 112: Interest in auto innovations, by region, November 2014
Figure 113: Interest in auto innovations, by area, November 2014
Figure 114: Interest in auto innovations, by household income, November 2014
Figure 115: Interest in auto innovations, by marital status, November 2014
Figure 116: Interest in auto innovations, by plan to purchase, November 2014
Auto innovations for children
Figure 117: Auto innovations for children, by household income, November 2014
Figure 118: Auto innovations for children, by vehicle price, November 2014
Figure 119: Auto innovations for children, by plan to purchase, November 2014
Attitudes toward auto innovations
Figure 120: Attitudes toward auto innovations, by generation, November 2014
Figure 121: Attitudes toward auto innovations, by household income, November 2014
Figure 122: Attitudes toward auto innovations, by employment status, November 2014
Figure 123: Attitudes toward auto innovations, by marital status, November 2014
APPENDIX – SOCIAL MEDIA
Key brand metrics
Figure 124: Key social media indicators of selected car brands, January 2015
Online conversations
Figure 125: Online mentions, selected car brands, Jan. 26, 2014-Jan. 25, 2015
Brand usage or awareness
Figure 126: Brand usage or awareness, November 2014
Figure 127: Tesla usage or awareness, by demographics, November 2014
Figure 128: BMW usage or awareness, by demographics, November 2014
Figure 129: Ford usage or awareness, by demographics, November 2014
Figure 130: Toyota usage or awareness, by demographics, November 2014
Figure 131: Honda usage or awareness, by demographics, November 2014
Figure 132: Chevrolet usage or awareness, by demographics, November 2014
Activities done
Figure 133: Activities done, November 2014
Figure 134: Tesla – Activities done – I have looked up/talked about this brand online on social media,
by demographics, November 2014
Figure 135: Tesla – Activities done – I have contacted/interacted with the brand online on social media
to, by demographics, November 2014
Figure 136: Tesla – Activities done – I follow/like the brand on social media because, by demographics,
November 2014
Figure 137: Tesla – Activities done – I have researched the brand on social media to, by demographics,
November 2014
Figure 138: BMW – Activities done – I have looked up/talked about this brand online on social media,
by demographics, November 2014
Figure 139: BMW – Activities done – I have contacted/interacted with the brand online on social media
to, by demographics, November 2014
Figure 140: Ford – Activities done – I have looked up/talked about this brand online on social media, by
demographics, November 2014
Figure 141: Ford – Activities done – I have contacted/interacted with the brand online on social media
to, by demographics, November 2014
Figure 142: Ford – Activities done – I follow/like the brand on social media because, by demographics,
November 2014
Figure 143: Ford – Activities done – I have researched the brand on social media to, by demographics,
November 2014
Figure 144: Toyota – Activities done – I have looked up/talked about this brand online on social media,
by demographics, November 2014
Figure 145: Toyota – Activities done – I have contacted/interacted with the brand online on social
media to, by demographics, November 2014
Figure 146: Toyota – Activities done – I follow/like the brand on social media because, by
demographics, November 2014
Figure 147: Toyota – Activities done – I have researched the brand on social media to, by
demographics, November 2014
Figure 148: Honda – Activities done – I have looked up/talked about this brand online on social media,
by demographics, November 2014
Figure 149: Honda – Activities done – I have contacted/interacted with the brand online on social media
to, by demographics, November 2014
Figure 150: Honda – Activities done – I follow/like the brand on social media because, by
demographics, November 2014
Figure 151: Honda – Activities done – I have researched the brand on social media to, by
demographics, November 2014
Figure 152: Chevrolet – Activities done – I have looked up/talked about this brand online on social
media, by demographics, November 2014
Figure 153: Chevrolet – Activities done – I have contacted/interacted with the brand online on social
media to, by demographics, November 2014
Figure 154: Chevrolet – Activities done – I follow/like the brand on social media because, by
demographics, November 2014
Figure 155: Chevrolet – Activities done – I have researched the brand on social media to, by
demographics, November 2014
APPENDIX – TRADE ASSOCIATIONS
US METHODOLOGY
CONSUMER RESEARCH
Primary Data Analysis
Secondary Data Analysis
Qualitative Research
Further Analysis
Social Media Research
TRADE RESEARCH
STATISTICAL FORECASTING

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