2017年智能联网汽车消费者调查报告

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1、Connectedcars.Disconnectedowners.Fouropportunitiestoengagedrivers.8,500interviews20+leadingcarbrands13countries1insightfulstudyThebillion-dollarquestionAutobrandshaveinvestedandcontinueTurninginsightsintoopportunitytospendbillionsdevelopingconnectedWeconductedanewstudy

2、toexplorethecarfeaturesinanattempttogainattitudesandpurchasebehaviourofmorecompetitiveadvantage.Butisthismoneythan8,500connectedcarownersacrosswellspent?Istheinvestmentpayingoff?Europe,NorthAmericaandChina.That’saquestionwewantedtoanswer.Whatwediscoveredwasbothastartli

3、ngpictureofconsumerindifferenceandahugeopportunityforgrowth.FailedconnectionWeuncoveredasizeabledisconnectbetweenconnectedcarownersandthe47%benefitsofusingthetechnology.Manywereunawareofitsexistence.Othersdidn’ttrustit,whileasignificant numberofconnectedcarowners don’t

4、evenknowfailedtoseehowitcouldbenefittheirthatthefeatures theyhavemeanitiseverydaylives.Wediscoveredremarkablyclassedasaconnectedcar.differentattitudesandresultsinChina.Real-worldopportunityWeidentifiedtheneedtorelateIt’sagreatopportunitytogainconnectedcartechnologyfrom

5、thedigitalcompetitiveadvantagebybeingworldintothelivesofconsumersintheamongthefirsttorectifyanreal-worldatkeymomentsinthedrivingindustry-wideweakness.experience.‘Howdoesitworkandhowwillitbenefitme?’arethequestionsautobrandsmustanswer.Therearefourkeyareasmanufacturerssh

6、ouldbeaddressingtoengagedriverswiththetechinthecarstheymake.Therelevance1ofrelevanceKeepitrealOurstudyidentifiedthekeypurchasingInsighttoopportunityconsiderationsofnewornearlynewManufacturersneedtoshowthecars. Safety(47%)andfueleconomylinkbetweenconnectivity–collision(

7、42%)weretwoofthemostpopular,avoidance,weatherreports,saferroutewithconnectivitylaggingwelldowntheplanning–andthereal-worldbenefits-listatjust11%.fueleconomy,shorterjourneytimesandmoreefficientdrivingstyles.Relatingcartechtothemostpopularpurchasingconsiderationsatkeymom

8、entsturnsitfroma‘nicetohave’intoa‘musthave’.Keypurchaseconsiderations47%42%38%34%11%SafetyFueleconomyBrandimageExteri