Connected Cars: Understanding Drivers In A Connected World
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Transcript of Connected Cars: Understanding Drivers In A Connected World
Connected car opportunities
© TNS
Connected car opportunities
Speed up to keep up
Connected car opportunities
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The connected car: a game changer for the auto industry
Connected car opportunities
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For 60% of buyers connected car features have an impact on purchase decision
Q100, % base all
11
21
27
38
3 32% consider connected car features an important criteria at purchase
Yes, most important purchase reasonYes, one of the main reasonsNo, but contributed to the choiceNo, no effect on choice for the carDon't know
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Connected car opportunities
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3700 connected car drivers across:
So we did some research to better understand the consumer perspective…
UKFranceGermanySpainItalyNetherlandsNordics
Premium brand
Volume brand
4
Connected car opportunities
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All survey participants owned a connected car…
5
Connected car opportunities
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2461
Don't knowNo, it's not a connected carYes, it's a connected car
…but 40% are unaware of their vehicles’ connectivity
Q85, % base: all
UK64%
France70%
Germany46%
Italy77%
Spain80%
Nordics67%
Netherlands47%
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A quarter incorrectly believe their car isn’t connected
Connected car opportunities
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5628
16
70
17
13
Volume brandPremium brand
Premium brands have achieved higher awareness of their connected features…
Q85 % base all Yes, it's a connected car No, it's not a connected car Don't know
Connected car opportunities
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Premium brand Volume brand
A B C* D* E F* G A B C D
2113 9 10
21 1523 21 24
36
15
74
2513
2412
14 17 12
20
Don't know No, it's not a 'connected car'
…but there is still variance within the brand groups
Q85 % base all* Small base (<n=35)
8
Connected car opportunities
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More work to be done during sales process to fully seize the connected car opportunity
61
36
3
Yes No
Don't know
Q013 % base all
9
6222
124
YesNo, not men-tionedNo, but I already knewDon't know
Q012 % base all
Explained Demonstrated
Connected car opportunities
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Premium brand Volume brand
TotalDCBAGF*ED*C*BA
615261596455696571867366
364438383342313329142431
Yes No
Inconsistent approach to informing and engaging with customers
Q130 % base all* Small base (<n=35)
10
Connected car opportunities
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I have no idea what these features are. They were never mentioned when I bought the car
I still don’t understand what it can do, and the dealer didn’t know much more than me
A fantastic revolutionary feature would be good…you know, having someone knowledgeable actually explaining the features for once
Connected car opportunities
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Safety, navigation, driver behaviour and entertainment seen as main benefits
Q90 % base all
Safer journeys through automatic
warnings about potential hazards
Internet-enabled navigation to tell me
where I’m going
Understanding of fuel consumption/driving habits etc. through monitoring services
Access to better in-car entertainment and streaming media
62% 55% 40%62%
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Connected car opportunities
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AdoptionAge 18-40's, male, premium brand Given demo by dealer
Need convincingFemale, no demo given 61+ age
RefuseMale, aged 41+, no demo given Concerns re privacy
5822
20
Inconsistency in uptake across ages and gendersCurrent adoption level %
Population car owners N=3724 (100%)
13
Connected car opportunities
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58 57 54 50 504344 45 42 38 36
30PremiumVolume
(%)
Premium brands are in the fast lane for positive ratings of benefits
Q390, % top 2 (very good/excellent) base: users
14
Reliability Ease of use Safety Completeness of offered features
Image of the service
Privacy
Connected car opportunities
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618
253
25
12
12TransformativeMajor impactConsiderable impactDon't knowFair impactLow impactNo impact
Features have a significant impact on the life of almost half
Q325, % base: users
49% significant impact
24% low impact
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Connected car opportunities
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OEMs can build trust and add value by providing well-designed support
Q360, % base users
Where did you ask for support? %
Q370, % base users who asked for support, n=438
The car dealerA call centre for the features
The car manufacturerThe supplier of feature
An independent Mobile phone provider
Internet providerA relative, friend, colleague etc.
OtherDon't know
5028
2517
1276
412
16
20% had to contact support for their digital services…
…almost half of these multiple times
47%
Connected car opportunities
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Engaging with customers will drive greater impact
17
29
1810
10
29 4
Yes, I knew before buying the carAfter buying the car, before registeringI found out during registering/activationI don't have to renew or to pay after a period of timeNo, I am not aware yetDon't knowQ280, % base users
Only 29% were made aware they would need to renew or register again
Connected car opportunities
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24
40
3666
15
910
Non-users of connected
features, 40% (n=1499)
Users of connected features, 60% (n=2225)
No, stop usingProbably/definitely, yes For some, for some not Don’t know
Future usage presents opportunities for OEMs
Almost a quarter of non-users answered “probably yes” –
potential to convert
Majority of users will continue to use and the opportunity here is to retain
the 15% who would stop using
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Renewals are most likely through the internet or via a dealer
Connected car opportunities
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Debbie [email protected] +44 (0)20 7656 5238+44 (0)755 410 7136
For further information, please contact…
Sarah-Jayne [email protected]+44(0)796 8796 915