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In-Vehicle Tech Popularity Grows, Says CEA

Arlington, Va. — In-vehicle technology was an important factor when purchasing a new vehicle within the past year for more than half (59 percent) of online U.S. consumers of driving age, according to research released by the Consumer Electronics Association (CEA). 3/07/2014 04:27:00 AM Eastern

Arlington, Va. — In-vehicle technology was an important factor when purchasing a new vehicle within the past year for more than half (59 percent) of online U.S. consumers of driving age, according to research released by the Consumer Electronics Association (CEA).

Two in five consumers (42 percent) surveyed said they intend to purchase an in-vehicle technology device or accessory in the next 12 months., The new study, “The State of In-Vehicle Technologies,” explores consumer awareness for emerging vehicle technologies, areas of satisfaction and improvement for built-in vehicle systems, and highlights the most effective channels to reach consumers.

In the past six years, ownership of most in-vehicle technologies has grown, especially in-dash navigation systems, rearview/backup cameras, in-vehicle communications, safety or entertainment systems, remote vehicle starters and car alarms, CEA said.

However, only 54 percent of online Americans of driving age indicated they were satisfied with the technologies in their primary vehicles. Additionally, awareness of these in-vehicle technologies was higher for OEM solutions vs. aftermarket.

Given the proliferation of mobile devices, almost half (47 percent) of U.S. consumers surveyed were interested in using apps designed for easier and safer use in-vehicle. CEA found that two in five consumers intended to purchase an in-vehicle technology device, including car alarms, remote vehicle starters, in-dash car stereos and in-dash navigation systems. Consumers also favored devices that facilitate mobile use in the vehicle for increased safety and enjoyment, such as devices to connect smartphones and MP3 players to the vehicle, devices for hands-free use of smartphones and mounts to hold portable devices in a fixed, easily visible manner.

CEA  said it and its members recognize that distracted driving is a serious issue for drivers and passengers alike, which is why it launched the Innovating Safety campaign in 2013.

CEA said the campaign highlights products available to the public that minimize the time a driver’s eyes are off the road, provide advanced warning about road and lane conditions, and improve hands-free functionality.

The “State of In-Vehicle Technologies (March 2014)” study was conducted in September 2013 by CEA market research. It represents the findings of a quantitative study administered via Internet web form to an online national sample of 997 U.S. residents of driving age, 16 or older, who have ridden in a non-public transportation vehicle in the past 30 days. The complete report is available free to CEA member companies at Members.CE.org, while non-members may purchase the report at Store.CE.org.

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