Consumer expectations for connected cars influenced by smartphones, tablets

Article by Anita Panait, on June 7, 2013

Smartphones and tablets are playing a big role in shaping consumer expectations for connected-vehicle services and technology, according to a study conducted by CGS Advisors and sponsored by Covisint. Study participants -- new-vehicle buyers in the United States within the past two years -- were asked about their expectations and perceptions of future connected-vehicle services as well as on their awareness of current offerings.

The study shows that the auto industry needs to adapt to vehicle buyers who described themselves as users “at the center of a network of integrated personal devices and services." Tim Evavold, Covisint's director of automotive connectivity delivery, wrote in a reaction included with the study that carmakers will have to move at "web-market speed" to keep up with technology expectations of consumers while at the same time keeping vehicle quality and brand experience.

David Miller, Covisint's chief security officer, remarked that when people step inside their vehicles, they already have an established digital "ecosystem" on their smartphones or tablets, which are composed of social connections via Twitter and other applications they are currently using.

He noted that drivers want connected vehicles to complement their ecosystems, instead of starting new ones when they get in the car. Miller remarked people don’t want to live in a different ecosystem when they get in their vehicles. A portion of the survey asked participants to assess the value of a list of 12 current and potential connected-vehicle technologies. [source: automotive news - sub. required]

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