Advanced Auto Tech: Millennials Want Connectivity, Boomers Seek Safety

To one degree or another, connected cars are coming.

But more than all that connectivity, consumers want safety.

In a scoring of the top technology categories in cars, safety rated a full point ahead of connectivity, according to the annual Auto Techcast report by Nielsen, comprising a survey of 12,000 U.S. consumers.

The other categories behind safety and connectivity were comfort and convenience, driver assistance and fuel efficiency.

While consumers want connectivity in cars, most find their cars can’t compete with their mobile devices, resulting in smartphone navigation being the top scoring technology and the only technology in the category of connectivity with a ‘good’ interest score.

Most (67%) consumers interested in connected cars prefer built-in systems over brought-in systems, primarily due to convenience and comprehensive integration.

Where the car connectivity comes from also matters. Many (43%) consumers say they would be less likely to buy a vehicle that used a different data plan than their smartphone’s.

But the desire for connectivity in a car differs by demographic, especially between baby boomers and millennials. Here are the car features that most interest boomers, aged 51 to 69:

  • 35% -- Safety
  • 32% -- Comfort and convenience
  • 33% -- Connectivity
  • 31% -- Driver assistance
  • 25% -- Fuel Efficiency

Millennial have some different views, with connectivity playing a more important role. Here’s what interests millennials, aged 21 to 38:

  • 53% -- Connectivity
  • 52% -- Comfort and convenience
  • 51% -- Safety
  • 50% -- Driver assistance
  • 47% -- Fuel Efficiency

One of the key findings in the study is that the average base familiarity with 44 auto technologies was low at 25%, highlighting a potential marketing opportunity for automakers.

Despite all the new technology and connectivity coming in cars, the most important characteristics to consumers shopping for their next vehicle are price (39%), reliability (29%) and fuel economy (28%).

Some behaviors won’t be impacted by the Internet of Things right away.



7 comments about "Advanced Auto Tech: Millennials Want Connectivity, Boomers Seek Safety".
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  1. R MARK REASBECK from www.USAonly.US , August 24, 2016 at 12:20 p.m.

    As a "Boomer" , I have had these conversations and NO ONE I know wants a connected car.  In fact several of my friends are looking  for "Little old grandma" cars that are 10-15 years old to get away from all cars that are tracked by everybody and their "Big Brother" and to maintain their privacy and just the sheer pleasure of driving a car.  Who the heck wants a car that when you drive within a block of Burger King, an ad appears on your car screen.  I'm havin' it MY Way
    , stay out of my car.

  2. Chuck Martin from Chuck Martin replied, August 24, 2016 at 1:08 p.m.

    All that can be done through a smartphone, Mark; no car needed.

  3. Jim Parker from Huawei, August 25, 2016 at 11:36 a.m.

    My wife and I both have connected cars and love them!  Remote start allows us to start the car and turn on the heater or AC.  If we forget where we parked the car, can locate it on a map.  If the car is stolen, the car can be located and the car’s engine can be disabled, (this feature is only available once we have filed-out a report with law enforcement).  If the car is parked in an above-ground multi-story parking garage, we can trigger the horn and lights in order to locate the car.  If the airbags deploy, emergency personnel are notified.  The car’s much larger, external antenna offers better reception & greater speeds.

    If you’re concerned about “Big Brother” then suggest throwing away your smartphone & computer as Microsoft, Apple & Google are already tracking our movements…

  4. Chuck Martin from Chuck Martin replied, August 25, 2016 at 11:45 a.m.

    Wells stated, Jim. Most have no idea of how much is being tracked.

  5. Janice McKenne from Warne/McKenna Advertising, August 29, 2016 at 9:53 a.m.

    Interesting. What did people aged 39-50 want?

  6. Chuck Martin from Chuck Martin replied, August 29, 2016 at 11:07 a.m.

    Here you go, Janice: 39% wanted comfort.convenience, 39% safety, 38% connectivity, 37% driver assistance, 32% fuel efficiency.

  7. R MARK REASBECK from www.USAonly.US replied, September 1, 2016 at 9:57 a.m.

    Seems to me you have a problem losing your car  alot .  How silly an excuse to have a "connected car", so you can 'find it".  But this is the new generation , which are clueless of their surroundings, can't read a map, and have their face burried in a smart-phone.  I guess I will be "deprived" of the luxury of the self starting car , because I prefer a stick-shift, which most millennials  can't drive anyway.  But I do see a reason for it, because all we have today is cookie cutter, silver, look alike, throw-away cars, so having the "find-a-car" option may come in handy.

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