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Car Usage Habits - China - September 2019

“Current car owners are mainly driving for in-city occasions. Female car owners’ annual mileage is higher than males due to more frequent usage for family responsibilities. As a result, safety functions have become car owners’ priority for future cars.
They also have a strong desire for automatic functions, despite the current level of satisfaction towards automatic functions is low, indicating consumers are looking for cars in the future to help them feel more supported and less stressed, just like being at home.
Car owners are also asking for better integration between smartphones and built-in infotainment systems, demonstrating a demand for seamless usage experiences between phones and cars.”

- Terence Zhou, Research Analyst

  • Female car owners want assistant functions to feel supported and keep them company on the road
  • More in-car functions but less overlap with mobile phone functions
  • Help me drive, help me enjoy life

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this report
        • Excluded
        • Executive Summary

            • The consumer
              • Surveyed car owners drive 20,540 km annually on average
                • Figure 1: Annual driving mileage, July 2019
                • Figure 2: Annual driving mileage – selected item, by selected demographics, July 2019
              • Commuting, picking up family and in-city shopping are the most frequent usage occasions
                • Figure 3: Daily Driving Occasion, July 2019
              • High actual usage rate of most in-car functions and high acceptance of new technology functions
                • Figure 4: Equipped car functions, July 2019
              • Female car owners’ usage rates of most functions higher than male car owners, especially for in-car assistant
                • Figure 5: Usage rate of car functions – selected items, by gender, July 2019
              • High satisfaction with comfort functions of cars between RMB200,000-299,999, but poor experience of auto park
                • Figure 6: Satisfaction rate of car functions, by car purchasing price, July 2019
              • Safety-related functions are consumers’ top priority and automatic functions are perceived important
                • Figure 7: Function importance level, July 2019
              • More female car owners think convenience and entertainment functions are important
                • Figure 8: Function importance level, by gender, July 2019
              • Entertainment and comfort functions more sought after by car owners who drive over 30,000 km a year
                • Figure 9: Function importance level, by annual driving mileage, July 2019
              • Most car owners prefer connecting smartphones as infotainment systems, skewing young generations and additional car owners
                • Figure 10: Attitudes towards functions, by selected demographics, July 2019
              • Car owners still want more in-car functions
                • Figure 11: Attitudes towards functions – selected item, by monthly household income, July 2019
              • Anxious about bad traffic, single car owners in tier one cities are more likely to switch transport methods
                • Figure 12: Stressful driving behaviour, by selected demographics, July 2019
                • Figure 13: Attitudes towards functions – selected item, by selected demographics, July 2019
              • What we think
              • Issues and Insights

                • Female car owners want assistant functions to feel supported and keep them company on the road
                  • The facts
                    • The implications
                        • Figure 14: NIO queen’s co-pilot seat and Nomi
                      • More in-car functions but less overlap with mobile phone functions
                        • The facts
                          • The implications
                            • Figure 15: Cadillac’s infotainment interface
                            • Figure 16: Apple CarPlay
                          • Help me drive, help me enjoy life
                            • The facts
                              • The implications
                                  • Figure 17: JD in-car delivery service
                              • The Consumer – What You Need to Know

                                • In-city driving occasions dominate, but occasions differ by gender and city tier
                                  • Generally high function usage rates, but satisfaction levels differ by car price, gender and age
                                    • Safety is the top desired function, but car owners are seeking automatic functions as well
                                      • Car owners are looking for better integration between smartphones and in-car functions
                                      • Driving Occasion and Mileage

                                        • Surveyed car owners drive 20,540 km annually on average
                                          • Figure 18: Annual driving mileage, July 2019
                                          • Figure 19: Annual driving mileage – selected item, by selected demographics, July 2019
                                        • Commuting, picking up family and in-city shopping are the most frequent usage occasions
                                          • Figure 20: Daily driving occasion, July 2019
                                        • Car usage for commuting is higher in tier one cities
                                          • Figure 21: Daily driving occasion – commuting to work, by city tiers, July 2019
                                          • Figure 22: Annual driving mileage, by city tiers, July 2019
                                        • Female car owners drive cars more frequently to pick up family and kids
                                          • Figure 23: Daily driving occasion – selected item, by gender and age, July 2019
                                          • Figure 24: Annual driving mileage, by gender and age, July 2019
                                        • Consumers with higher household income travel by car more often, especially for long self-drive trips
                                          • Figure 25: Daily driving occasion – selected items, by monthly household income, July 2019
                                          • Figure 26: Annual driving mileage, by monthly household income, July 2019
                                      • Equipped Rate and Usage of Car Functions

                                        • High actual usage rate of most in-car functions and high acceptance of new technology functions
                                          • Figure 27: Equipped car functions, July 2019
                                        • Cars priced RMB300,000 plus best for automatic functions, but RMB200,000 plus cars better choice for comfort functions
                                          • Figure 28: Equipped car functions, by car purchasing price, July 2019
                                        • Female car owners have higher usage rates of most functions than male car owners, especially in-car assistant
                                          • Figure 29: Usage rate of car functions – selected items, by gender, July 2019
                                        • Among entertainment functions, Bluetooth speaker usage is especially high among post-90s, while video player usage is high among post-70s
                                          • Figure 30: Usage rate of car functions – selected items, by generations, July 2019
                                      • Satisfaction Levels of Car Functions

                                        • High satisfaction with comfort functions of cars priced RMB200,000-299,999, but poor experiences of auto park
                                          • Figure 31: Satisfaction rate of car functions, by car purchasing price, July 2019
                                        • Female car owners feel more satisfied for all surveyed functions than male car owners
                                          • Figure 32: Satisfaction rate of car functions, by gender, July 2019
                                        • Satisfaction levels differ among different age groups
                                          • Figure 33: Satisfaction rate of car functions, by gender, July 2019
                                      • Top Desired Functions

                                        • Safety-related functions are consumers’ top priority and automatic functions are perceived important
                                          • Figure 34: Function importance level, July 2019
                                        • More female car owners think convenience and entertainment functions are important
                                          • Figure 35: Function importance level, by gender, July 2019
                                        • Car owners with high household income want functions that can show their status
                                          • Figure 36: Function importance level, by monthly household income, July 2019
                                        • Car owners driving more than 30,000 km a year more likely to want entertainment and comfort functions
                                          • Figure 37: Function importance level, by annual driving mileage, July 2019
                                      • Necessity of In-car Functions

                                        • Most car owners prefer connecting smartphones as infotainment systems, skewing young generations and additional car owners
                                          • Figure 38: Attitudes towards functions, by selected demographics, July 2019
                                        • Car owners still want more in-car functions
                                          • Figure 39: Attitudes towards functions – selected item, by monthly household income, July 2019
                                        • Majority of consumers are willing to pay more for original car functions
                                          • Figure 40: Attitudes towards functions, July 2019
                                      • Choice Situation of Driving

                                        • Anxious about bad traffic, single car owners in tier one cities are more likely to switch transport methods
                                          • Figure 41: Stressful driving behaviour, by selected demographics, July 2019
                                          • Figure 42: Attitudes towards functions – selected item, by selected demographics, July 2019
                                        • Car owners want auto pilot technology to make driving less stressful and enhance safety
                                          • Figure 43: Attitudes towards functions – selected item, by selected demographics, July 2019
                                      • Meet the Mintropolitans

                                        • MinTs tend to drive more in a year than non-MinTs
                                          • Figure 44: Annual driving mileage, by consumer classification, July 2019
                                        • MinTs tend to seek functions that provide a chance for self-indulgence
                                          • Figure 45: Function importance level, by consumer classification, July 2019
                                      • Appendix – Methodology and Abbreviations

                                        • Methodology
                                          • Abbreviations

                                          Car Usage Habits - China - September 2019

                                          £3,486.28 (Excl.Tax)