Since the era of cassette and 8-track tape decks, in-car audio has played a much larger role in U.S. consumers' driving experience. Backing that up is just-released research from entertainment audio company Xperi showing that nearly four in ten drivers (38%) would most like their vehicle to have an even better audio system or sound. That percentage is right up there with how many would most like their vehicle to offer a more comfortable physical environment (41%), or automatically understand their seat position, temperature, lighting and entertainment choices when they enter their vehicles (39%).
Based on data from studies conducted in August 2022 by Big Village among more than 800 people in the U.S. owning or leasing a vehicle, and in April 2023 among 4,000 U.S. and UK adults by Opinium Research, three in four respondents (74%) feel sound quality is important when listening to audio in the car, behind only watching shows or movies on TV, and ahead of playing video games or watching televised sporting events.
Drivers also want an in-dash experience tailored to their own needs, with one in four (25%) saying they'd like it to be more robust, immersive, visual and informative, and 21% wanting as wide a variety of entertainment choices in the dashboard as in their home devices.
“In the automotive industry, where drivers are constantly seeking ways to enhance their driving experience, personalization plays a pivotal role,” Xperi's report says. “Drivers are longing for an even better in-cabin experience, and crave personalized solutions that seamlessly integrate with their daily lives.”
Xperi's findings show that home audio listening is just as important, especially when it comes to connecting the entire house. Overall, more than half (52%) of consumers say they would like an interconnected home entertainment system, with that percentage up significantly among GenZ-ers (59%) and Millennials (62%). Additionally, nearly six in ten (58%) respondents, and 63% of Millennials, want a completely wireless setup.
“Audio and home entertainment systems will need to become seamless to keep up with consumer demand,” the report says. “Consumers want seamless integration, intuitive controls and captivating content. They demand convenience, flexibility and versatility. In this evolving landscape, simplicity reigns supreme.”
The research also shows that for radio, podcast or music listening, “multitasking has become the norm and made true entertainment immersion a challenge.” Nearly half (45%) of respondents say they scroll in their phones while listening to audio or watching TV, with 42% and 40% cleaning and cooking at the same time, respectively, with audio or visual entertainment also playing during exercising, working or reading.
“Putting on a streaming video or music service at home is often paired with another task,” Xperi's report says. “People lead busy lives, juggling various tasks and responsibilities, making it difficult for them to fully engage in any single activity. However, as technology continues to evolve, companies in the audio industry have an opportunity to shape the future of sound and establish better sound quality practices.”
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