Audio remains key to consumers who view their vehicles as a “third space,” and 62% say they would not even consider buying a vehicle without the availability of AM/FM radio.
That’s according to a new connected car report from Xperi subsidiary DTS, “Vehicle Ownership and its Role as a Third Space: Alive, Well and Enduring.”
Aside from its affirmation of audio (88% of respondents said they listen to audio in the car) and the continued relevance of AM/FM radio, the report also sees video on the rise: 47% of survey respondents say they watch video in the car, mostly when parked, with most video sessions under 20 minutes and primarily short-form video.
According to the report, auto owners continue to view their vehicle as an important third space, alongside home and work. In fact, as traditional ideas about living and workspaces evolve, many car owners see a future where a personal vehicle can become an extension of home and office.
“There is heartening news for automakers in this consumer report: vehicle ownership is here to stay and its function as something beyond a mode of transportation is important to today’s consumers, whether they choose to be alone, to relax or de-stress in their vehicle, listen to music or watch videos when the car is parked,” Jeff Jury, Senior Vice President and General Manager of Connected Car for Xperi, said in a news release.
The report also shows that 92% of respondents consider their personal vehicle important, with luxury/ultra-luxury owners and Gen Z indexing the highest for viewing their vehicles as a third space.
With audio demonstrating its staying power and video on the ascent, other factors also loom large for the future as the vehicle becomes a more centralized hub for entertainment, including improved comfort and personalization, and an array of entertainment choices on their vehicle’s infotainment system that rivals their TV or mobile device.
“In this context, the ability to intelligently bring mixed content into the vehicle and present it in an easy-to-find and digestible way for drivers and passengers is becoming more important,” Jury says. “And the fact that automakers’ key future customers (Gen Z) index the highest for viewing their vehicles as a third space, indicates that OEMs might want to focus on the features consumers say will make that third space better to ensure that personal vehicle ownership endures for the long term.”
The findings are based on a survey of 3,217 U.S. consumers 18+ who currently own or lease a vehicle.
Download the complete report HERE.
Comments