CEA: Car Enthusiasts Want More Technology

By Amy Gilroy -- TWICE, 12/1/2008

ARLINGTON, VA. — A new study by the Consumer Electronics Association (CEA) found significant demand for voice-controlled products that help consumers control iPods and other portables when used in the car.

The study identifies an emerging group called "technology enthusiast drivers" who are "early to mid-adopters" who regularly drive a car they own or lease, or that someone in the household owns or leases.

Sixty-one percent of these technology enthusiast drivers said voice-controlled products are desirable for their car, according to the CEA study performed in September. In addition, 57 percent want the capability to connect all of their portable devices wirelessly to a centralized vehicle entertainment and communication system, said CEA director of industry analysis Steve Koenig.

"As more consumers use portable CE devices in-vehicle, it's logical that the next step is a centralized system to help manage all portable devices," Koenig said, noting that 89 percent of technology enthusiast drivers use their portable CE devices in the vehicle.

CEA estimates that sales of combined aftermarket and OEM in-car consumer electronics products will grow by 13 percent in 2008 to $12.2 billion, fueled by the growing technology enthusiast market.

The study is available at www.ce.org.