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In-Car Electronics: Entertainment and Navigation - US - August 2013

“Those who haven’t shopped for a new car in the past 5 years may be surprised to find out that a technological coup has taken place on the vehicle dash. Gone are tactile controls and, in their stead, many automakers are now offering touchscreens with interactive controls that allow for much of the same functionality that one would find on a smartphone or tablet computer. While this movement is one that is favored by young and middle age men; it’ll be harder to convince women purchasers that this is something that they want in their next car.”

– Colin Bird, Automotive Analyst

Some questions answered in this report include:

  • Should automakers simply focus tech developments on male drivers?
  • Where is the field of engagement for women?
This report covers the U.S. market for in-car electronics for consumer vehicles.
The report covers some aspects of all electronics in passenger vehicles, but will focus primarily on infotainment systems and portable devices that connect entertainment, communications, and information sources to the driver and passengers of a vehicle—these systems are typically referred to as infotainment, or multimedia systems.
 
Although the main portion of the report will focus on factory-installed components, Mintel will also cover the aftermarket components of in-car electronics, including smartphone apps and portable GPS devices.
 
Topics covered in this report include:
how many consumers own a vehicle with a factory-installed infotainment system, navigation system, or telemetry system and whether or not they find in-car technologies distracting. Mintel explores which emerging in-car technologies consumers are interested in when they buy their next vehicle.
Also, given that the average car lasts longer than 10 years, this report reviews whether consumers are worried that their in-car infotainment system will not get updated or if they are worried about software bugs and other tech issues in their factory-installed infotainment/navigation systems.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Data sources
        • Consumer survey data
          • Abbreviations and terms
            • Abbreviations
              • Terms
              • Executive Summary

                  • Ownership and usage
                    • Factory-installed systems explode in popularity
                      • Figure 1: Any ownership and usage of infotainment, telemetry, and navigation systems, June 2013
                    • OnStar, Ford SYNC most commonly owned systems
                      • Figure 2: Ownership of select branded infotainment/multimedia, or telemetry systems, Millennials vs. Baby Boomers, June 2013
                    • Interest in new products and features
                      • Millennials more interested in new vehicle tech features
                        • Figure 3: Very interested in select in-car electronic features when purchasing next vehicle, Millennials vs. Generation X vs. Baby Boomers, June 2013
                      • Imminent car buyers interested in touchscreens and wireless hotspots
                        • Figure 4: Very interested in select in-car electronic features when purchasing next vehicle, by plans on purchasing or leasing your next vehicle, June 2013
                      • Younger Millennials more interested in simple vehicle controls
                        • Figure 5: Very interested in select in-car electronic features when purchasing next vehicle, older vs. younger Millennials vs. non-Millenials, June 2013
                      • Attitudes to In-Car Electronics
                        • Majority of drivers see cell phone usage as distracting
                          • Figure 6: Attitudes to in-vehicle electronics and accessories, June 2013
                        • Millennials more likely to use mobile devices for music
                          • Figure 7: Attitudes to in-vehicle electronics and accessories, Millennials vs. Generation X vs. Baby Boomers, June 2013
                        • What we think
                        • Issues and Insights

                            • Should automakers simply focus tech developments on male drivers?
                              • The issues
                                • The implications
                                  • Where is the field of engagement for women?
                                    • The issues
                                      • The implications
                                      • Trend Applications

                                          • Trend: Make it Mine
                                            • Trend: Who Needs Humans?
                                              • Mintel Futures: Access Anything, Anywhere
                                              • Market Drivers

                                                • Key points
                                                  • Legislative bans of cellular usage could positively impact in-car electronics
                                                    • Figure 8: State laws on use of cellphones and texting while driving, Alabama-Montana, 2013
                                                    • Figure 9: State laws on use of cellphones and texting while driving, Nebraska-Wyoming, 2013
                                                  • Proposed rules for touchscreen displays could negatively impact in-car electronic makers
                                                    • Car sales positively impact in-car electronics, specifically factory-installed systems
                                                      • Figure 10: U.S. unit sales of new vs. used vehicles, 2007-12
                                                    • Aging U.S. vehicle fleet provides opportunity for aftermarket electronic providers
                                                      • Figure 11: Average age of cars, light trucks, and total light vehicles, 2002-13
                                                    • Despite drop in miles driven, commute times remain high and most drivers drive alone, to the benefit of in-car electronic makers
                                                      • Figure 12: U.S. worker driver commute time, 2011
                                                  • Factory-installed In-car Communications and Entertainment

                                                    • Key points
                                                      • Factory-installed infotainment systems, touchscreens, and integrated steering wheel controls explode in popularity
                                                        • General Motors Company
                                                          • OnStar
                                                            • Figure 13: OnStar’s new look, 2013
                                                          • Chevrolet MyLink; Buick/GMC Intellilink
                                                              • Figure 14: Chevrolet MyLink, 2013
                                                            • Cadillac CUE
                                                                • Figure 15: Cadillac CUE, 2013
                                                              • Ford Motor Company
                                                                • SYNC
                                                                  • SYNC Services:
                                                                    • SYNC AppLink:
                                                                        • Figure 16: Ford SYNC, 2013
                                                                      • MyFord/MyLincoln Touch
                                                                          • Figure 17: MyFord Touch, 2013
                                                                        • Toyota Motor Corporation
                                                                          • Toyota Entune/Lexus Enform
                                                                            • Safety Connect
                                                                              • Figure 18: Toyota Entune, 2013
                                                                            • Chrysler Group, LLC.
                                                                              • Uconnect
                                                                                • Uconnect Touch
                                                                                    • Figure 19: Uconnect touch, 2013
                                                                                  • Uconnect Access
                                                                                    • BLUE&ME
                                                                                      • Hyundai Motor Company
                                                                                        • Blue Link
                                                                                            • Figure 20: Hyundai Blue Link, 2013
                                                                                          • Volkswagen Group
                                                                                            • Audi Multi Media Interface (MMI)
                                                                                                • Figure 21: Audi MMI, 2013
                                                                                              • Audi Connect
                                                                                                • Volkswagen Media Device Interface MDI
                                                                                                  • Volkswagen Car-Net
                                                                                                    • Kia Motors
                                                                                                      • UVO
                                                                                                        • UVO eServices
                                                                                                          • Figure 22: Kia UVO eServices, 2013
                                                                                                        • BMW Group
                                                                                                          • iDrive
                                                                                                              • Figure 23: BMW iDrive, 2013
                                                                                                            • ConnectedDrive
                                                                                                              • BMW Assist
                                                                                                                • Daimler AG
                                                                                                                  • Cockpit Management and Data System (COMAND)
                                                                                                                    • mbrace
                                                                                                                    • Aftermarket In-car Communications and Entertainment

                                                                                                                      • Key points
                                                                                                                        • Aftermarket suppliers step into smartphone interoperability and telematics services
                                                                                                                          • OnStar Corporation
                                                                                                                            • Verizon Telematics, Inc.
                                                                                                                              • Garmin International, Inc.
                                                                                                                                • TomTom Nv
                                                                                                                                  • MiTAC Digital Corporation (Magellan)
                                                                                                                                  • Smartphones

                                                                                                                                    • Key points
                                                                                                                                      • Android, iOS power 92% of the smartphone OS market
                                                                                                                                        • Figure 24: Total U.S. smartphone subscribers age 13+, by mobile platform, May 2012-13
                                                                                                                                      • Apple iOS
                                                                                                                                        • Apple Maps
                                                                                                                                          • Siri Eyes Free
                                                                                                                                            • iOS in the Car
                                                                                                                                              • Figure 25: Apple iOS in the car, 2013
                                                                                                                                            • Google Android
                                                                                                                                              • Google Maps
                                                                                                                                                • Moto Assist
                                                                                                                                                • Innovations and Innovators

                                                                                                                                                  • MirrorLink promises to revolutionize in-car smartphone connectivity
                                                                                                                                                    • Figure 26: MirrorLink mockup, 2013
                                                                                                                                                  • Pioneer builds aftermarket radio to rival factory-installed infotainment systems
                                                                                                                                                    • Figure 27: Pioneer Appradio 3 (SPH-DA210), 2013
                                                                                                                                                  • Garmin portable heads-up display brings luxury feature to the mainstream
                                                                                                                                                    • Figure 28: Gamin’s Head-Up Display (HUD)
                                                                                                                                                • Marketing Strategies

                                                                                                                                                  • Strategy: Convey the power of new vehicle tech through testimonials
                                                                                                                                                    • Figure 29: Ford, interactive website, Say the Word, July 2013
                                                                                                                                                  • Strategy: Market ease-of-use
                                                                                                                                                    • Figure 30: Chevrolet, Television Commercial, “Just Like A Tablet,” June 2013
                                                                                                                                                  • Strategy: Emphasize interoperability with the Apple iPhone
                                                                                                                                                    • Figure 31: Chevrolet, Television Commercial, “Button To End All Buttons,” March 2013
                                                                                                                                                  • Strategy: Market new cars as a tech savvy purchase
                                                                                                                                                    • Figure 32: Buick, television commercial, “To those who got this season’s most tech savvy way to travel,” November 2012
                                                                                                                                                    • Figure 33: Kia, television commercial, “Robot Girl,” May 2013
                                                                                                                                                  • Strategy: Show how in-car electronics can reduce stress and hassle
                                                                                                                                                    • Figure 34: Toyota, television commercial, “Entune is There,” May 2013
                                                                                                                                                    • Figure 35: Buick, television commercial, “Smart Made Beautiful,” June 2013
                                                                                                                                                    • Figure 36: Chevrolet, television commercial, “myChevrolet Parking Reminder,” May 2013
                                                                                                                                                • Vehicle Ownership

                                                                                                                                                  • Key points
                                                                                                                                                    • Millennials have lowest “regular driver” response rate
                                                                                                                                                      • Figure 37: Regular driver of a vehicle in the household, by generations, June 2013
                                                                                                                                                    • Two thirds of households have a car from MY2005 or later
                                                                                                                                                      • Figure 38: Age of last household vehicle purchased, June 2013
                                                                                                                                                    • Those looking to purchase a new smartphone/tablet more likely to own a newer car
                                                                                                                                                      • Figure 39: Age of last household vehicle purchased, by planning to buy a tablet or smartphone in the next six months, June 2013
                                                                                                                                                  • Expectation of Future Vehicle Purchase

                                                                                                                                                    • Key points
                                                                                                                                                      • A third of households plan to purchase a vehicle in the next two years
                                                                                                                                                        • Figure 40: When next vehicle purchase is expected, June 2013
                                                                                                                                                      • Men significantly more likely than women to be planning a new car purchase in the next 24 months
                                                                                                                                                        • Figure 41: When next vehicle purchase is expected, by gender, June 2013
                                                                                                                                                      • Millennials, particularly men, most likely to purchase a new car in the next two years
                                                                                                                                                        • Figure 42: When next vehicle purchase is expected, by gender and age, June 2013
                                                                                                                                                        • Figure 43: When next vehicle purchase is expected, by generations, June 2013
                                                                                                                                                      • Current new car ownership points to plans to buy another
                                                                                                                                                        • Figure 44: When next vehicle purchase is expected, by age of last household vehicle purchased, June 2013
                                                                                                                                                      • Those seeking to purchase tablet computer nearly twice as likely to plan a new car in the next two years
                                                                                                                                                        • Figure 45: When next vehicle purchase is expected, by planning to buy a tablet or smartphone in the next six months, June 2013
                                                                                                                                                    • Ownership of Infotainment, Telemetry, and Navigation Systems Present

                                                                                                                                                      • Key points
                                                                                                                                                        • Four in 10 own an infotainment system, a third use it
                                                                                                                                                          • Figure 46: Any ownership and usage of infotainment, telemetry, and navigation systems, June 2013
                                                                                                                                                        • Men more likely than women to use infotainment systems
                                                                                                                                                          • Figure 47: Elements of infotainment/multimedia system used by drivers, by gender, June 2013
                                                                                                                                                        • Those with young children more likely to use infotainment systems
                                                                                                                                                          • Figure 48: Elements of infotainment/multimedia system used by drivers, by presence of children in household, June 2013
                                                                                                                                                        • Millennials more likely to use infotainment systems
                                                                                                                                                          • Figure 49: Elements of infotainment/multimedia system used by drivers, by generations, June 2013
                                                                                                                                                          • Figure 50: Any ownership of infotainment, telemetry, and navigation systems, by generations, June 2013
                                                                                                                                                        • Two thirds of MY2012-14 owners utilize infotainment systems
                                                                                                                                                          • Figure 51: Elements of infotainment/multimedia system used by drivers, by age of last household vehicle purchased, June 2013
                                                                                                                                                          • Figure 52: Elements of infotainment/multimedia system used “regularly” by drivers, by age of last household vehicle purchased, June 2013
                                                                                                                                                          • Figure 53: Any ownership of infotainment, telemetry, and navigation systems, by age of last household vehicle purchased, June 2013
                                                                                                                                                        • Expected tablet and smartphone buyers more likely to use their infotainment systems
                                                                                                                                                          • Figure 54: Elements of infotainment/multimedia system used by drivers, by planning to buy a tablet vs. smartphone in the next six months, June 2013
                                                                                                                                                          • Figure 55: Elements of infotainment/multimedia system used by drivers, by ownership of a computer with a touchscreen interface, June 2013
                                                                                                                                                      • Infotainment, Multimedia, and Telemetry Systems Usage and Awareness, By Brand

                                                                                                                                                        • Key points
                                                                                                                                                          • OnStar, Ford SYNC most popular in-car electronic system
                                                                                                                                                            • Figure 56: Infotainment, multimedia, and telemetry systems usage and awareness, by brand, June 2013
                                                                                                                                                          • Millennials five times more likely to have BMW iDrive, GM MyLink/Intellilink than Baby Boomers
                                                                                                                                                            • Figure 57: Ownership of select branded infotainment/multimedia, or telemetry systems, by generations, June 2013
                                                                                                                                                          • 2008 model year; the cut off for telematics and infotainment usage and awareness
                                                                                                                                                            • Figure 58: Ownership of select branded infotainment/multimedia, or telemetry systems, by age of last household vehicle purchased, June 2013
                                                                                                                                                          • Infotainment systems already into a second or third buying cycle
                                                                                                                                                            • Figure 59: Ownership of select branded infotainment/multimedia, or telemetry systems, by plans on purchasing or leasing next vehicle, June 2013
                                                                                                                                                          • Tablet or smartphone purchasers more likely to own an infotainment system
                                                                                                                                                            • Figure 60: Ownership of select branded infotainment/multimedia, or telemetry systems, by planning to buy a tablet vs. smartphone in the next six months, June 2013
                                                                                                                                                          • Heavy infotainment users are likely owners of vehicle with Ford SYNC
                                                                                                                                                              • Figure 61: Ownership of select branded infotainment/multimedia, or telemetry systems, by repertoire of in-car electronics usage, June 2013
                                                                                                                                                            • Younger respondents display higher awareness and use for most infotainment systems
                                                                                                                                                              • Figure 62: Awareness or usage of select branded infotainment/multimedia, or telemetry systems, by generations, June 2013
                                                                                                                                                          • Interest in Electronic Features for Next Vehicle

                                                                                                                                                            • Key points
                                                                                                                                                              • Millennials significantly more interested in an array of in-vehicle technologies compared to other generation groups
                                                                                                                                                                • Figure 63: Very interested in select in-car electronic features when purchasing next vehicle, by generations, June 2013
                                                                                                                                                                • Figure 64: Any interest in select in-car electronic features when purchasing next vehicle, by generations, June 2013
                                                                                                                                                              • Younger Millennials more interested in simple vehicle controls and mobile device connectivity
                                                                                                                                                                • Figure 65: Very interested in select in-car electronic features when purchasing next vehicle, by Millennials—older vs. younger Millennials, June 2013
                                                                                                                                                              • Millennial dads more engaged than millennial moms
                                                                                                                                                                • Figure 66: Very interested in select in-car electronic features when purchasing next vehicle, by Millennials—moms vs. dads, June 2013
                                                                                                                                                              • Those with newer vehicles more likely to want in-vehicle technologies than those owning older vehicles
                                                                                                                                                                • Figure 67: Very interested in select in-car electronic features when purchasing next vehicle, by age of last household vehicle purchased, June 2013
                                                                                                                                                              • Imminent car buyers interested in touchscreens and wireless hotspots
                                                                                                                                                                • Figure 68: Very interested in select in-car electronic features when purchasing next vehicle, by plan on purchasing or leasing your next vehicle, June 2013
                                                                                                                                                            • Interest in In-vehicle Apps and Cell Phone Features – CHAID Analysis

                                                                                                                                                              • Methodology
                                                                                                                                                                • Millennials who are looking to purchase vehicle next year display significant interest in Google Maps, Apple Maps and Bing Maps in the car
                                                                                                                                                                  • Figure 69: Interest in in-vehicle electronics—CHAID—Tree output, august 2013
                                                                                                                                                                  • Figure 70: Interest in in-vehicle electronics —CHAID—Table output, august 2013
                                                                                                                                                              • Attitudes toward In-Vehicle Electronics and Accessories

                                                                                                                                                                • Key points
                                                                                                                                                                  • Majority of regular drivers think using a cell phone while driving is distracting
                                                                                                                                                                    • Figure 71: Attitudes to in-vehicle electronics and accessories, June 2013
                                                                                                                                                                  • Men want steering wheel mounted controls
                                                                                                                                                                    • Figure 72: Attitudes to in-vehicle electronics and accessories, by gender, June 2013
                                                                                                                                                                  • Millennials significantly more likely to say they use mobile device as music player/radio in the car than average
                                                                                                                                                                    • Figure 73: Attitudes to in-vehicle electronics and accessories, by generations, June 2013
                                                                                                                                                                  • Those seeking to purchase a new car in the not-too-distant future are more likely to utilize their mobile devices in the car
                                                                                                                                                                    • Figure 74: Attitudes to in-vehicle electronics and accessories, by generations, June 2013
                                                                                                                                                                • Impact of Race and Hispanic Origin

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Black and Hispanic households most likely to purchase a vehicle in next 12 months
                                                                                                                                                                      • Figure 75: When next vehicle purchase is expected, by race/Hispanic origin, June 2013
                                                                                                                                                                    • Blacks, Asians, Hispanics more likely to use multimedia systems
                                                                                                                                                                      • Figure 76: Elements of infotainment/multimedia system used by drivers, by race/Hispanic origin, June 2013
                                                                                                                                                                    • Black households most likely to own a car with GM MyLink/Intellilink
                                                                                                                                                                      • Figure 77: Ownership of select branded infotainment/multimedia, or telemetry systems, by race/Hispanic origin, June 2013
                                                                                                                                                                    • Black and Hispanic households display overall higher awareness and usage for the major branded infotainment systems
                                                                                                                                                                      • Figure 78: Awareness or usage of select branded infotainment/multimedia, or telemetry systems, by race/Hispanic origin, June 2013
                                                                                                                                                                    • Blacks, Hispanics significantly more interested in apps and high-speed broadband in-vehicle
                                                                                                                                                                      • Figure 79: Any interest in select in-car electronic features when purchasing next vehicle, by race/Hispanic origin, June 2013
                                                                                                                                                                    • Hispanic households worried about potential software bugs
                                                                                                                                                                      • Figure 80: Attitudes to in-vehicle electronics and accessories, by race/Hispanic origin, June 2013
                                                                                                                                                                  • Appendix – Other Useful Consumer Tables

                                                                                                                                                                    • Household vehicle ownership
                                                                                                                                                                      • Figure 81: Regular driver of a vehicle in the household, by age, June 2013
                                                                                                                                                                      • Figure 82: Age of last household vehicle purchased, by household income, June 2013
                                                                                                                                                                      • Figure 83: Age of last household vehicle purchased, by region, June 2013
                                                                                                                                                                      • Figure 84: Age of last household vehicle purchased, by plan on purchasing or leasing your next vehicle, June 2013
                                                                                                                                                                    • Expectation of future vehicle purchase
                                                                                                                                                                      • Figure 85: When next vehicle purchase is expected, by age, June 2013
                                                                                                                                                                      • Figure 86: When next vehicle purchase is expected, by age and household income, June 2013
                                                                                                                                                                    • Infotainment, telemetry, and navigation systems present in household vehicles
                                                                                                                                                                      • Figure 87: Elements of infotainment/multimedia system used by drivers, by gender and age, June 2013
                                                                                                                                                                      • Figure 88: Elements of infotainment/multimedia system used by drivers, by household income, June 2013
                                                                                                                                                                      • Figure 89: Elements of infotainment/multimedia system used by drivers, by household size, June 2013
                                                                                                                                                                      • Figure 90: Elements of infotainment/multimedia system used “regularly” by drivers, by gender and age, June 2013
                                                                                                                                                                      • Figure 91: Elements of infotainment/multimedia system used “regularly” by drivers, by generations, June 2013
                                                                                                                                                                    • Infotainment, multimedia, and telemetry systems usage and awareness, by brand
                                                                                                                                                                      • Figure 92: Ownership of select branded infotainment/multimedia, or telemetry systems, by gender, June 2013
                                                                                                                                                                      • Figure 93: Ownership of select branded infotainment/multimedia, or telemetry systems, by gender and age, June 2013
                                                                                                                                                                      • Figure 94: Ownership of select branded infotainment/multimedia, or telemetry systems, by household income, June 2013
                                                                                                                                                                      • Figure 95: Ownership of select branded infotainment/multimedia, or telemetry systems, by presence of children in household, June 2013
                                                                                                                                                                      • Figure 96: Currently don’t own select branded infotainment/multimedia, or telemetry systems, but have used in the past, by age, June 2013
                                                                                                                                                                      • Figure 97: Currently don’t own select branded infotainment/multimedia, or telemetry systems, but have used in the past, by when next vehicle purchase is expected, June 2013
                                                                                                                                                                      • Figure 98: Awareness or usage of select branded infotainment/multimedia, or telemetry systems, by gender, June 2013
                                                                                                                                                                      • Figure 99: Interest in select new computer features, by awareness or usage of select branded infotainment/multimedia, or telemetry systems, June 2013 (part 1)
                                                                                                                                                                      • Figure 100: Interest in select new computer features, by awareness or usage of select branded infotainment/multimedia, or telemetry systems, June 2013 (part 2)
                                                                                                                                                                    • Interest in electronic features for next vehicle
                                                                                                                                                                      • Figure 101: Very interested in select in-car electronic features when purchasing next vehicle, by gender and age, June 2013
                                                                                                                                                                      • Figure 102: Any interest in select in-car electronic features when purchasing next vehicle, by presence of children in household, June 2013
                                                                                                                                                                    • Attitudes toward in-vehicle electronics and accessories
                                                                                                                                                                      • Figure 103: Attitudes to in-vehicle electronics and accessories, by Millennials, older vs. younger, June 2013
                                                                                                                                                                      • Figure 104: Attitudes to in-vehicle electronics and accessories, by age of last household vehicle purchased, June 2013
                                                                                                                                                                      • Figure 105: Attitudes to in-vehicle electronics and accessories, by generations, June 2013
                                                                                                                                                                      • Figure 106: Attitudes to in-vehicle electronics and accessories, by planning to buy a tablet vs. smartphone in the next six months, June 2013
                                                                                                                                                                  • Appendix – Trade Associations

                                                                                                                                                                    Companies Covered

                                                                                                                                                                    To learn more about the companies covered in this report please contact us.

                                                                                                                                                                    In-Car Electronics: Entertainment and Navigation - US - August 2013

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