Car manufacturers have a major opportunity to win over drivers by improving native infotainment systems, according to a new report.
The study from Gracenote, the content data unit of Nielsen, surveyed consumers from a variety of countries and found that 94 per cent would consider switching from using their smartphones for in-car entertainment to the built-in system if offerings were improved. Six in ten said infotainment systems play a critical role in deciding which car to buy or lease.
“Consumers want to easily navigate the wealth of available audio, video and sports content from various sources in their cars — and automakers are responding,” said Trent Wheeler, head of product innovation at Gracenote.
He added that delivering personalized experiences through native systems can help brands build stronger customer relationships and unlock new revenue streams.
Drivers are looking for seamless media experiences that go beyond phone tethering. Eight in 10 (82 per cent) expressed interest in curated entertainment packages, and only 45 per cent said they know exactly what they want to listen to when starting a drive.
Other findings show strong demand for smarter content organization and personalization. Two thirds (67 per cent) of vehicle owners want infotainment systems to organize content regardless of source, while 63 per cent want personalized recommendations based on listening behaviour. More than half want access to summaries and alerts for news, live sports scores and stats and 28 per cent want more news and talk content in their vehicles.
Gracenote said automakers that meet these expectations could monetize through in-car advertising, referrals and analytics data.
Image credit: Depositphotos.com
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