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Connected Cars: Understanding Drivers In A Connected World

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Debbie Shuttlewood, TNS
Sarah-Jayne Williams, BearingPoint

Published in: Automotive
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Connected Cars: Understanding Drivers In A Connected World

  1. 1. Connected car opportunities © TNS Connected car opportunities Speed up to keep up
  2. 2. Connected car opportunities © TNS 2 The connected car: a game changer for the auto industry
  3. 3. Connected car opportunities © TNS 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 reason Yes, one of the main reasons No, but contributed to the choice No, no effect on choice for the car Don't know 3
  4. 4. Connected car opportunities © TNS 3700 connected car drivers across: So we did some research to better understand the consumer perspective… UK France Germany Spain Italy Netherlands Nordics Premium brand Volume brand 4
  5. 5. Connected car opportunities © TNS All survey participants owned a connected car… 5
  6. 6. Connected car opportunities © TNS 15 24 61 Don't know No, it's not a connected car Yes, it's a connected car …but 40% are unaware of their vehicles’ connectivity Q85, % base: all UK 64% France 70% Germany 46% Italy 77% Spain 80% Nordics 67% Netherlands 47% 6 A quarter incorrectly believe their car isn’t connected
  7. 7. Connected car opportunities © TNS 7 56 28 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
  8. 8. Connected car opportunities © TNS Premium brand Volume brand 21 13 9 10 21 15 23 21 24 36 15 7 4 25 13 24 12 14 17 12 20 A B C* D* E F* G A B C D 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
  9. 9. Connected car opportunities © TNS 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 62 22 12 4 Yes No, not mentioned No, but I already knew Don't know Q012 % base all Explained Demonstrated
  10. 10. Connected car opportunities © TNS Premium brand Volume brand 61 52 615964 55 696571 86 7366 36 44 383833 42 313329 14 2431 TotalDCBAGF*ED*C*BA Yes No Inconsistent approach to informing and engaging with customers Q130 % base all * Small base (<n=35) 10
  11. 11. Connected car opportunities © TNS 11 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
  12. 12. Connected car opportunities © TNS 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% 12
  13. 13. Connected car opportunities © TNS Adoption Age 18-40's, male, premium brand Given demo by dealer Need convincing Female, no demo given 61+ age Refuse Male, aged 41+, no demo given Concerns re privacy 58 22 20 Inconsistency in uptake across ages and genders Current adoption level % Population car owners N=3724 (100%) 13
  14. 14. Connected car opportunities © TNS 58 57 54 50 50 4344 45 42 38 36 30 Premium Volume (%) 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
  15. 15. Connected car opportunities © TNS 6 18 25 3 25 12 12 Transformative Major impact Considerable impact Don't know Fair impact Low impact No impact Features have a significant impact on the life of almost half Q325, % base: users 49% significant impact 24% low impact 15
  16. 16. Connected car opportunities © TNS 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 50 28 25 17 12 7 6 4 1 2 The car dealer A call centre for the features The car manufacturer The supplier of feature An independent Mobile phone provider Internet provider A relative, friend, colleague etc. Other Don't know 16 20% had to contact support for their digital services… …almost half of these multiple times 47%
  17. 17. Connected car opportunities © TNS Engaging with customers will drive greater impact 17 29 18 10 10 29 4 Yes, I knew before buying the car After buying the car, before registering I found out during registering/activation I don't have to renew or to pay after a period of time No, I am not aware yet Don't knowQ280, % base users Only 29% were made aware they would need to renew or register again
  18. 18. Connected car opportunities © TNS 24 40 36 66 15 9 10 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 18 Renewals are most likely through the internet or via a dealer
  19. 19. Connected car opportunities © TNS 19 Debbie Shuttlewood debbie.shuttlewood@tnsglobal.com +44 (0)20 7656 5238 +44 (0)755 410 7136 For further information, please contact… Sarah-Jayne Williams sarah-jayne.williams@bearingpoint.com +44(0)796 8796 915

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