In-Car Entertainment Coming To Connected Cars; Most Occupants Ignore

Along with connected cars comes in-car entertainment.

More and better screens in the driver console as well as for rear-seat passengers and greater availability of in-car connectivity and Wi-Fi services will be pushing the market along, based on a new study.

The global in-car entertainment hardware market will reach $36 billion by 2021, an increase from $16 billion last year, according to the connected car report from Futuresource Consulting.

The growth will be aided by the development and adoption of Apple CarPlay and Google/Android Auto, according to the study.

This is hardly explosive growth, in relation to the dramatic increases projected in other aspects of the Internet of Things.

Connected cars will grow from 30 million globally at the end of last year to more than 200 million by 2020, according to Futuresource, which projects that autonomous driving will not have a significant impact through 2020.

Futuresource expects autonomous vehicles to reach the consumer market by 2020, accounting for the production of 10% of all vehicles, but not until 2035.

Of course, there are the capabilities coming inside connected cars and then there is the issue of how much of those features will actually be used by the people in those cars.

Another new study suggests that many of those in-car screens will be relatively unused.

While in-car browsing may be cool in concept, it’s rarely used, according to a study by Drawbridge, a company that serves ads to in-car screens.

Over a one-month period, the company identified that 39,000 Tesla owners used their Web browser, hardly a majority of the 150,000 total Model S and Model X cars on the road. Over a seven-day period, that figure shrinks to 6,000.

When the browser is opened, it puts out requests for ads and the Drawbridge system then serves the browser with an ad relevant to the person. As a result, Drawbridge can tell when a browser is opened.

The total number of ad requests for Tesla screens was 1.5 million over seven days, coming to 36 ad requests per day per active browser. Translated, this means that a minority of owners are using the browser, but those who do are using it a lot.

In terms of content requested by people inside cars, the majority accessed news content. Here are the types of content requested, based on the type of ad request:

  • 56% -- News content (40% national, 25% local, 22% international)
  • 23% -- Sports-related content
  • 18% -- Food and drink
  • 17% -- Shopping
  • 14% -- Travel
  • 10% -- Real estate

The capabilities for in-car entertainment are being built, in hopes that consumer behavior will follow.

5 comments about "In-Car Entertainment Coming To Connected Cars; Most Occupants Ignore".
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  1. Jonathan Hutter from Northern Light Health, February 9, 2017 at 11:15 a.m.

    You have to admire a company delivers ads to in-car screens, and then publishes a study showing that most people are not using those screens. Honesty is hard to come by these days. 

    I for one am glad that the adoption of in-car technology is moving slowly. There's all this data on use of the technology in the car, but no studies showing how the technology is affecting driver attention, ability to safely operate the vehicle, reaction times, impact on road safety, or any human factor analysis.

    Hopefully the self-driving cars become reality before our highways become a dystopian free-for-all of self-absorbed, ignorant drivers. Or else we return to a time when collateral damage of innocent pedestrians and suckers who get killed by people who are browsing while driving is just an accepted reality. 

  2. Chuck Martin from Chuck Martin, February 9, 2017 at 11:27 a.m.

    Great point abou the honesty in the study, Jonathan. The technology here is moving much faster than consumer behavior, which is not surprising.

  3. Paula Lynn from Who Else Unlimited, February 9, 2017 at 11:49 a.m.


  4. R MARK REASBECK from www.USAonly.US , February 9, 2017 at 11:59 a.m.

    When I'm  driving a car with me in control, and the radio is on, most of the time when a verbal commercial comes on, the station gets bumped.  Why in the name of sanity would you purposely  have a vehicle, with an obnoxious screen bombarding  you with constant commercials ????  Not to mention, EVERYBODY is tracking EVERYTHING you do or think.
    I really can't phathom why anyone wants to live that way.

  5. Chuck Martin from Chuck Martin replied, February 9, 2017 at 12:04 p.m.

    Some of these efforts are aimed at a future market of autonomous driving, although all research shows that not coming at scale for quite some number of years, Mark.

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