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Connected car opportunities
© TNS
Connected car opportunities Speed up to keep up
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Connected car opportunities
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The connected car:
Aware & consider
Buy & collect
Use Service Renew &
recommend
Assessing the customer experience of connected car services across the purchase lifecycle
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Connected car opportunities
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3700 connected car drivers across:
So we did some research to better understand the consumer perspective…
UK
France
Germany
Spain
Italy
Netherlands
Nordics
Premium brand
Volume brand
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All survey participants owned a connected car…
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2 Aware & Consider
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15
24 61
Don't know
No, it's not a connected car
Yes, it's a connected car
…but 40% are unaware of their vehicles’ connectivity
Q85, % base: all
UK
64%
France
70%
Germany
46%
Italy
77% Spain
80%
Nordics
67%
Netherlands
47%
A quarter
incorrectly believe their car
isn’t connected
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56 28
16
70
17
13
Volume brand Premium 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
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Premium brand Volume brand
21 21 15 13 10 9
3
36 24 23 21
15 13 12
7 25
4 24
20
12 14 17
A E G B D* C* F* D C A B
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)
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Premium brand Volume brand
57
25 25 18 17 15 7
48 45
11 7
23
44 34 43 70
43 51
23 22
31 34
20 31 41 39 13
41 40 28 34
58 58
B A G F C D E A C B D
Don't know Wrong Correct
Brand names not familiar for many
Q150, % base all * Small base (<n=35)
Prompted awareness of brand name connected service 8
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3 Buy & Collect
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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 reason Yes, one of the main reasons No, but contributed to the choice No, no effect on choice for the car Don't know
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90% had no trouble choosing features when buying a car
Q180, % base: all
16
26
31
7
2
17 Very easy
Easy
Not easy, not difficult
Little difficult
Very difficult
Don't know
Q190, %, base: all who have difficulties (n=356 weighted)
Not difficult to choose, if you know what to choose…
Degree of complexity to choose connected features
Too many features to choose from, price/cost unclear
I have no idea what these features are. They were never mentioned when I bought the car
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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
11
62
22
12 4
Yes
No, not mentioned
No, but I already knew
Don't know
Q012 % base all
Explained Demonstrated
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Premium brand Volume brand
61 52
61 59 64 55
69 65 71 86
73 66
36 44
38 38 33 42
31 33 29 14
24 31
TotalDCBAGF*ED*C*BA
Yes No
Inconsistent approach to informing and engaging with customers
Q130 % base all * Small base (<n=35)
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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
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4 Use
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Safety, navigation, driver behaviour and entertainment seen as main benefits
Q90 % base all
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
55% 40% 62%
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Safer journeys through automatic
warnings about potential hazards
62%
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Adoption Age 18-40's, male, premium brand Given demo by dealer
Need convincing Female, no demo given 61+ age
Refuse Male, aged 41+, no demo given Concerns re privacy
58 22
20
Inconsistency in uptake across ages and genders
Current adoption level %
Population car owners N=3724 (100%)
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Half of the users have registration or activation experience and in general, it was positive Did you have to register to use the features?
25
42
27
4
1 1
Excellent Very good
Good Fair
Poor Don't know
Q250, % base all who have registration/ activation experience, n=1160
24 21 7 17 23 8 Total
Yes For some, for some not
No register, but activating No, everything was done
No, only options without register Other
Registration/activation experience
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Satellite navigation with traffic information
Journey duration and having a 'mate' with me through the journey
Updating me and recalibrating route when needed based on live traffic information
Being constantly updated on everything that happens outside of the car, weather included
Listening to my music streaming app
Can you briefly describe what connected features you use pre, during and post the journey?
Before During After
Data and fuel consumption for the whole journey!
Milometer - how far I have travelled & fuel consumption during journey?
How long it took and why?
I use satnav and traffic info to find the fastest way to get where I want to go. I use Google Streets to visualise my destination. I use weather information to know the climatic conditions during travel
I sometimes use the remote pre heat feature
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58 57 54
50 50 43 44 45
42 38 36
30 Premium
Volume
(%)
Premium brands are in the fast lane for positive ratings of benefits
Q390, % top 2 (very good/excellent) base: users
18
Reliability Ease of use
Safety Completeness of offered features
Image of the service
Privacy
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6
18
25
3
25
12
12
Transformative
Major impact
Considerable impact
Don't know
Fair impact
Low impact
No 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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5 Service
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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
50
28
25
17
12
7
6
4
1
2
The car dealer
A call centre for the features
The car manufacturer
The supplier of feature
An independent
Mobile phone provider
Internet provider
A relative, friend, colleague etc.
Other
Don't know
20% had to contact
support for their digital services… …almost half of these multiple times
20
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6 Renew & Recommend
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Engaging with customers will drive greater impact
29
18
10
10
29 4
Yes, I knew before buying the car
After buying the car, before registering
I found out during registering/activation
I don't have to renew or to pay after a period of time
No, I am not aware yet
Don't knowQ280, % base users
Only 29% were made aware they would need to renew or register again
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24
40
36
66
15
9 10
Non-users of connected
features, 40% (n=1499)
Users of connected features, 60% (n=2225)
No, stop using Probably/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
Renewals are most likely through the internet or via a dealer
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Connected car opportunities
© TNS
Debbie Shuttlewood [email protected] +44 (0)20 7656 5238 +44 (0)755 410 7136
For further information, please contact…
Sarah-Jayne Williams [email protected] +44(0)796 8796 915
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