Consumers Prefer In-car Technology to Services Like Apple Car Play

Car Play

On Tuesday a study was published, the results of which showed that consumers care very little for infotainment services from the likes of Apple and Google, and would prefer if more focus was lent to practical car technology like blind spot detection and lumbar seat adjustment.

With advanced operating systems and hardware quickly bridging the gap between car and smartphone, in-car infotainment solutions — not to mention user data monetization — are bound to be of huge interest to car maker and technology firms for the money making potential they possess. Despite obscene amounts of money being poured into projects like Car Play and Android Auto, however, consumers are not of the impression that these technologies add to the driving experience, according to the J.D. Power 2015 Driver Interactive Vehicle Experience Report, as reported by Fortune.

The study, which was conducted between April and June 2015, asked more than 4,200 new car owners and lessees about their experience with 33 technology features during the first 90 days of ownership. As we were expecting of the integration of new technology into an evolving systems platform, many of the respondents weren’t interested in the multitude of features on offer. The number of drivers who never use in-vehicle assistance stands at 43 percent, mobile routers at 38 percent, automatic parking systems at 35 percent, head-up display at 33 percent and built-in apps at 32 percent.

More pointedly, a respective 37 percent and 38 percent of respondents say that they absolutely did not want to use integrated services like Car Play leaving it one of the most undesired of in-vehicle services. Heading up the line of unwelcome tech was rear-seat entertainment with 58 percent of the people asked said that they didn’t want it while massaging seats came in second followed by in-vehicle assistance and automatic parking.

However, it is interesting to note that many consumers do want some service with which to integrate their phones to the vehicle, as 84 percent said they wanted a “phone pairing system.” Such technology, which already comes standard on many basic in-car entertainment systems, made it on the top-five list of the most-wanted technology behind blind spot warning and detection, fuel economy indicator and seat lumbar adjustment.

Announced in March 2014 for the purpose of being an “iOS in the Car,” Apple’s Car Play has seen much interest from car manufacturers and almost the entire industry has received it with enthusiasm. Most recently Honda and Volkswagen announced upcoming compatibility in select 2016 models.

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