A car is transportation, first and foremost.
But as in-vehicle entertainment systems have become more prevalent, they also have become an essential part of the driving experience.
That is evidenced by a recent survey of 1,015 vehicle owners conducted by Censuswide and commissioned by DTS, a wholly-owned subsidiary of entertainment technology company Xperi Inc., which found 65% of respondents — and nearly 80% of those aged 44 and under— said in-vehicle entertainment is important to them.
“As the role of the personal vehicle continues to evolve into much more than just a way to get from point A to point B, what consumers want from the interior of that vehicle, particularly when it comes to its role as an important third space versus the home and office, is becoming more complex,” the study said.
“While in many ways, consumers want the transition from their home to vehicle to be seamless — a place that knows them as well as their favorite chair and instantly adapts not only to their comfort and wellness needs but also to their entertainment preferences from video to music — they also want it to be another space entirely, distinct from home, work, library, coffee shop and their mobile device. And this is particularly true of younger consumers.”
The survey found consumers said they want more from their vehicle’s infotainment system than just a mirror of their cellphone, naming out-of-broadcast-range radio (82%), “discoverable” content such as local radio, streaming, podcasts and audio books (81%), personalized content (75%) and enhanced content (66%) as features they desire.
Another popular feature with younger car owners is in-cabin video, with more than two-thirds of respondents younger than 45 expressing interest, including having availability of live TV and on-demand streaming available on their vehicle dashboard or screen.
That same percentage of the under-45 demographic said having high-quality video capability would make them more likely to purchase a vehicle.
Even with video available, 60% of all consumers surveyed said AM radio is still an essential part of their preferred entertainment system.
The full report is available here.