A new report from the In-vehicle UX (IVX) group at Strategy Analytics has investigated consumer interest in on-board connectivity and the most important connected apps for in-car use. Surveying consumers across the US, Western Europe and China, Strategy Analytics has found that finding and paying for parking are top connected services consumers want in the car, particularly in Europe and China. With OEMs developing in-vehicle commerce solutions to monetize the connected car, consumer demand for parking info and even demand for the convenience of paying for parking in the vehicle, align with what OEMs are trying to do in this space.
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Connected Car UI (Photo: Business Wire)
Key report findings include:
- The most important connected app use cases for the car remain those which are immediately relevant to the driving task. Apps which alert drivers to blockages, predict upcoming traffic, or help find parking, are in highest demand.
- Some of the least-preferred app use cases such as for restaurant reviews or reservations, are other services which OEMs often attempt to enable for in-vehicle commerce, for example placing a food order.
- The presence of a reliable in-car connection is vitally important in China now. In comparison, Western consumer expectation of reliable in-car connectivity is within 5-10 years, as millennials in those markets reach typical new-car-purchase age.
Derek Viita, Senior Analyst and report author commented, “Consumers’ appetite for connectivity and connected apps in the car is unsurprising given their known frustration with on-board touchscreen experiences. This has fed strong interest in streaming media sources for in-car entertainment, preference for mobile navigation over embedded systems, and increased interest in smartphone mirroring systems.”
Added Chris Schreiner, Director, Syndicated Research UXIP, “Despite automakers’ fervent attempts at buy-in for restaurant and quick-food partnerships and surging interest in streaming or customized media and radio, the top in-car app use cases remain a 3-phrase mantra: traffic/satnav, parking and weather.”
About Strategy Analytics
Strategy Analytics, Inc. provides the competitive edge with advisory services, consulting and actionable market intelligence for emerging technology, mobile and wireless, digital consumer and automotive electronics companies. With offices in North America, Europe and Asia, Strategy Analytics delivers insights for enterprise success. www.StrategyAnalytics.com.
About In-vehicle UX
Our In-vehicle User Experience (IVX) service investigates UX innovation opportunities in the connected vehicle. By understanding the emerging behaviors, needs, motivations, use cases, pain-points and “must-have” experiences of lead adopters and future target consumers, IVX delivers a roadmap to help you design the optimal experience. IVX forms part of the User Experience Innovation Practice (UXIP) at Strategy Analytics. Through both syndicated and proprietary user-centric research capabilities, UXIP delivers strategic insights and analysis on how to optimize the user experience of new and emerging technologies. Click here for more information.