Proof
that multi-platform media choices continue to fragment user preferences arrived
last week in the JD Power 2015
Driver Interactive Vehicle Experience Report. In a survey of 4,200 folks who bought or
leased new vehicles between April and June, many folks aren’t using some highly
touted Connected Car (“CC”) systems. JD Power found that at least 20% never
used 16 of the 33 technology features 90 days after acquiring the car.
There
are two ways of looking at the implications of the report:
Some
folks will say the CC is not living up to the hype. Rising concerns about
distracted drivers and uneven digital coverage dog the CC industries.
But
other observers will say focusing on the non-adapters isn’t telling the real
story. Many, many people who have recently acquired new vehicles are quickly
adapting to all sorts of CC features.
Both
opinions are correct but there is more going on. It is not either/or with the CC
digital dashboard. The consumer can have whatever they want. Media
platforms and delivery systems seldom ever go away. Their usage and market
share just decrease over time. The telegraph
is still used as a form of mass communication but its market share has
decreased.Same with smoke signals.
Add
to the list of media platforms consumers who are CC Users
and CC Avoiders. Not that long ago you could count the number of viable mass
media delivery systems on one hand. Today the list is endless. And, old-school media is still am important
part of the mix because it is easy to operate, predictable and cheap. Some people like them.
INSIDE THE JD POWER
REPORT
According
to reporters and bloggers who have seen the full report [I couldn’t access it],
a significant number of people are already happy with their entertainment and
delivery systems. Here are a few of the main points in the report:
• 32% of the respondents have ignored
apps embedded in the infotainment system such as Pandora.
•
For Gen Y people (born (1977 to 1994), the number of never used features is 23
of 33particularly technologies related to entertainment.
•
More than half of the respondents expressed reluctance about using a vehicle’s
voice texting and voice recognition systems.
• Features that are “not wanted” by a
majority of respondents include: Apple CarPlay, Google Android Auto and
in-vehicle concierge services.
•
A majority of the respondents said that their dealer did not explain the CC
features in the vehicles they acquired. In some instances, the buyers didn’t
even know they have the technology in their new vehicle.
The reasons respondents give for not
using certain features are convenience, habit and not seeing a need. Kristin
Kolodge, executive director of driver interaction research at J.D. Power said
in a press release:
In
many cases, owners simply prefer to use their smartphone or tablet because it
meets their needs; they’re familiar with the device and it’s accurate.
Kolodge
noted that the technologies owners most often want are those that enhance the
driving experience and safety.
Bob Pittman, iHeartMedia chairman &
CEO [a person whose opinion I greatly respect], says the findings corroborate
earlier research from Ipsos, showing 91% of consumers say they prefer to use
current AM/FM radio systems.
While digital apps may get more
attention from news
media, we focus on
listening to the consumer — and
nothing surpasses AM/FM radio as the No. 1 way
consumers want to experience entertainment in the car, Pittman said in an
interview with trade publication Inside
Radio.
WATCH WHETER CC FEATURES
REMAIN STANDARD OR BECOME OPTIONAL EXTRAS
Auto
industry publications are abuzz about the JD Power conclusion that manufacturers are loosing millions of dollars to provide unused
technologies by making them them part of standard vehicle price. The report claims car makers
are spending billions of dollars on technologies that many drivers simply don't
use.
Not only are people opting
out of the features in their current cars, but a fifth said they'd rather not
having them the next vehicles they purchase.
The auto industry expects to sell about
14 million vehicles to consumers this year. The report concludes consumers would
like to dump technology they don’t want to cut the vehicle’s cost. So why not
make many CC features optional for a price instead of standard?
The
JD Power research also found that auto insurance providers are concerned that
if the technology is difficult to use or not explained clearly, it can cause
driver distraction that can lead to accidents. They are considering raising
rates on CC vehicles.
Roger Lanctot from the auto industry
research firm Global Automotive Practice at Strategy Analytics summarized the
situation this way:
Carmakers
are throwing a lot of pasta at the wall and some of it is sticking and some of
is not. [Survey
respondents] are saying
[make] the user experience simpler.
The
metric to watch is how many manufacturers drop entertainment-oriented systems as
part of the vehicle’s purchase price.
No comments:
Post a Comment