connected cars: understanding drivers in a connected world

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Page 1: Connected Cars: Understanding Drivers In A Connected World

Connected car opportunities

© TNS

Connected car opportunities

Speed up to keep up

Page 2: Connected Cars: Understanding Drivers In A Connected World

Connected car opportunities

© TNS 2

The connected car: a game changer for the auto industry

Page 3: Connected Cars: Understanding Drivers In A Connected World

Connected car opportunities

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For 60% of buyers connected car features have an impact on purchase decision

Q100, % base all

11

21

27

38

3 32% consider connected car features an important criteria at purchase

Yes, most important purchase reasonYes, one of the main reasonsNo, but contributed to the choiceNo, no effect on choice for the carDon't know

3

Page 4: Connected Cars: Understanding Drivers In A Connected World

Connected car opportunities

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3700 connected car drivers across:

So we did some research to better understand the consumer perspective…

UKFranceGermanySpainItalyNetherlandsNordics

Premium brand

Volume brand

4

Page 5: Connected Cars: Understanding Drivers In A Connected World

Connected car opportunities

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All survey participants owned a connected car…

5

Page 6: Connected Cars: Understanding Drivers In A Connected World

Connected car opportunities

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2461

Don't knowNo, it's not a connected carYes, it's a connected car

…but 40% are unaware of their vehicles’ connectivity

Q85, % base: all

UK64%

France70%

Germany46%

Italy77%

Spain80%

Nordics67%

Netherlands47%

6

A quarter incorrectly believe their car isn’t connected

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Connected car opportunities

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5628

16

70

17

13

Volume brandPremium brand

Premium brands have achieved higher awareness of their connected features…

Q85 % base all Yes, it's a connected car No, it's not a connected car Don't know

Page 8: Connected Cars: Understanding Drivers In A Connected World

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Premium brand Volume brand

A B C* D* E F* G A B C D

2113 9 10

21 1523 21 24

36

15

74

2513

2412

14 17 12

20

Don't know No, it's not a 'connected car'

…but there is still variance within the brand groups

Q85 % base all* Small base (<n=35)

8

Page 9: Connected Cars: Understanding Drivers In A Connected World

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More work to be done during sales process to fully seize the connected car opportunity

61

36

3

Yes No

Don't know

Q013 % base all

9

6222

124

YesNo, not men-tionedNo, but I already knewDon't know

Q012 % base all

Explained Demonstrated

Page 10: Connected Cars: Understanding Drivers In A Connected World

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Premium brand Volume brand

TotalDCBAGF*ED*C*BA

615261596455696571867366

364438383342313329142431

Yes No

Inconsistent approach to informing and engaging with customers

Q130 % base all* Small base (<n=35)

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Page 11: Connected Cars: Understanding Drivers In A Connected World

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I have no idea what these features are. They were never mentioned when I bought the car

I still don’t understand what it can do, and the dealer didn’t know much more than me

A fantastic revolutionary feature would be good…you know, having someone knowledgeable actually explaining the features for once

Page 12: Connected Cars: Understanding Drivers In A Connected World

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Safety, navigation, driver behaviour and entertainment seen as main benefits

Q90 % base all

Safer journeys through automatic

warnings about potential hazards

Internet-enabled navigation to tell me

where I’m going

Understanding of fuel consumption/driving habits etc. through monitoring services

Access to better in-car entertainment and streaming media

62% 55% 40%62%

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Page 13: Connected Cars: Understanding Drivers In A Connected World

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AdoptionAge 18-40's, male, premium brand Given demo by dealer

Need convincingFemale, no demo given 61+ age

RefuseMale, aged 41+, no demo given Concerns re privacy

5822

20

Inconsistency in uptake across ages and gendersCurrent adoption level %

Population car owners N=3724 (100%)

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58 57 54 50 504344 45 42 38 36

30PremiumVolume

(%)

Premium brands are in the fast lane for positive ratings of benefits

Q390, % top 2 (very good/excellent) base: users

14

Reliability Ease of use Safety Completeness of offered features

Image of the service

Privacy

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618

253

25

12

12TransformativeMajor impactConsiderable impactDon't knowFair impactLow impactNo impact

Features have a significant impact on the life of almost half

Q325, % base: users

49% significant impact

24% low impact

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Page 16: Connected Cars: Understanding Drivers In A Connected World

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OEMs can build trust and add value by providing well-designed support

Q360, % base users

Where did you ask for support? %

Q370, % base users who asked for support, n=438

The car dealerA call centre for the features

The car manufacturerThe supplier of feature

An independent Mobile phone provider

Internet providerA relative, friend, colleague etc.

OtherDon't know

5028

2517

1276

412

16

20% had to contact support for their digital services…

…almost half of these multiple times

47%

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Engaging with customers will drive greater impact

17

29

1810

10

29 4

Yes, I knew before buying the carAfter buying the car, before registeringI found out during registering/activationI don't have to renew or to pay after a period of timeNo, I am not aware yetDon't knowQ280, % base users

Only 29% were made aware they would need to renew or register again

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24

40

3666

15

910

Non-users of connected

features, 40% (n=1499)

Users of connected features, 60% (n=2225)

No, stop usingProbably/definitely, yes For some, for some not Don’t know

Future usage presents opportunities for OEMs

Almost a quarter of non-users answered “probably yes” –

potential to convert

Majority of users will continue to use and the opportunity here is to retain

the 15% who would stop using

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Renewals are most likely through the internet or via a dealer

Page 19: Connected Cars: Understanding Drivers In A Connected World

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Debbie [email protected] +44 (0)20 7656 5238+44 (0)755 410 7136

For further information, please contact…

Sarah-Jayne [email protected]+44(0)796 8796 915