DETROIT and ROCHESTER, N.Y., Aug. 2 /PRNewswire/ -- According to the
most recent wave of the Harris Interactive AutoTECHCAST(SM) study, 65
percent of adult vehicle owners who indicate that they own an MP3/iPod
player state that they use some type of adapter to use their player while
driving their vehicle. The rate of vehicle integration of this technology
is highest for 25 to 44 year olds (72%).
Among all adult automobile owners, ownership of MP3/iPod players is
about one in 10 (12%) and use in their vehicles varies considerably by age.
MP3/iPod ownership is substantially higher (31%) among 18 to 24 years olds,
and not surprisingly, ownership rates decrease consistently among older
respondents, as low as five percent among those aged 55 and over.
These are some of the results from the latest wave of the Harris
Interactive AutoTECHCAST, a bi-annual survey of adult vehicle owners in the
United States. AutoTECHCAST provides in-depth U.S. consumer trends on 60
advanced automotive technologies, and this most recent wave includes a
detailed section on MP3/iPod audio system interfaces. This wave of the
study was conducted online between May 15 and June 2, 2006 among 12,857
U.S. adults ages 18 and over who own or lease a vehicle, have a valid
driver's license, have at least one household vehicle and own a listed U.S.
model dated 2001 or newer.
"Vehicle owners 25 to 44 years of age are most likely to use their MP3
or iPod player in their vehicle," states Bryan Krulikowski, Senior Director
of the Harris Interactive Automotive & Transportation (ATR) Research
Practice. "This means that vehicle manufacturers need to pay specific
attention to the types of vehicles these buyers are interested in and equip
the audio systems accordingly. While new technologies and features
typically trickle-down from luxury vehicles to mass-market vehicles, MP3
integration may become a 'trickle-up' feature given its young user base."
The future of MP3/iPod vehicle integration
Looking forward, over half (52%) of consumers who own or use an
MP3/iPod player in their vehicle, and 14 percent of all adult vehicle
owners, indicate that they are extremely or very likely to consider
purchasing MP3/iPod Audio System Interface technology for their next
vehicle. However, the technologies most readily available today for
integrating MP3 players into the vehicle -- such as FM-Modulators and
Cassette Adapters -- are the least preferred by these respondents. Instead,
those interested in considering this technology for their next vehicle
prefer to integrate their MP3/iPod player through an auxiliary jack located
on the stereo head unit (39%) or through either Bluetooth (23%) or
Firewire/USB connections (19%).
"The evolution of portable music devices-as well as car audio
systems-has resulted in an expectation for excellent sound reproduction
that consumers want replicated in their vehicle," states Krulikowski.
"Unfortunately, today's integration techniques may be a step behind what
consumers truly desire as they do not always provide the quality of sound
or convenience desired by consumers."
The trade-off of full control versus convenience
Overall, among those who say they are likely to consider an MP3/iPod
Audio System Interface, only a small difference exists between those
indicating a preference to manage the audio directly through the player so
that no functionality is lost (44%) or those who are willing to give up
some functionality in order to gain the convenience of managing the audio
directly through the car stereo head unit (39%). However, among those who
currently own an MP3/iPod player, maintaining full functionality of the
unit is important, as 56 percent of these respondents indicate a preference
to manage the audio directly through the player.
"The level of control that a driver has over the portable audio device
is more than a convenience versus functionality issue," states Krulikowski.
"Vehicle manufacturers need to consider the impact that player control has
on driver distractions and balance this safety aspect with the ability to
adequately use the device in the vehicle."
Harris Interactive conducted this AutoTECHCAST survey online in the
United States between May 15 and June 2, 2006 among a total of 12,857
adults aged 18 and over. Qualified respondents had to own or lease a
vehicle, have a valid driver's license, have at least one household vehicle
and own a listed U.S. model dated 2001 or newer. Figures for age, gender,
race/ethnicity, education, income and region were weighted where necessary
to align with population proportions. Propensity score weighting was also
applied to adjust for respondents' propensity to be online.
All surveys are subject to several sources of error. These include:
sampling error (because only a sample of a population is interviewed);
measurement error due to question wording and/or question order,
deliberately or unintentionally inaccurate responses, nonresponse
(including refusals), interviewer effects (when live interviewers are used)
With one exception (sampling error) the magnitude of the errors that
result cannot be estimated. There is, therefore, no way to calculate a
finite "margin of error" for any survey and the use of these words should
With pure probability samples, with 100 percent response rates, it is
possible to calculate the probability that the sampling error (but not
other sources of error) is not greater than some number. With a pure
probability sample of 12,857 vehicle-owning adults one could say with a 95
percent probability that the overall results have a sampling error of +/-1
percentage point. However that does not take other sources of error into
account. This online survey is not based on a probability sample and
therefore no theoretical sampling error can be calculated.
About Harris Interactive(R) Automotive & Transportation Research (ATR)
The Harris Interactive ATR Practice,
(http://www.harrisinteractive.com/services/automotive.asp) based in Rochester,
New York and Detroit, Michigan, specializes in consumer-based and business-to-
business-based market research for vehicle manufacturers, Tier 1-2-3 suppliers
and automotive distribution firms. Additional information on the AutoTECHCAST
study can be found at:
About Harris Interactive
Harris Interactive is the 12th largest and fastest-growing market
research firm in the world. The company provides research-driven insights
and strategic advice to help its clients make more confident decisions
which lead to measurable and enduring improvements in performance. Harris
Interactive is widely known for The Harris Poll, one of the longest
running, independent opinion polls and for pioneering online market
research methods. The company has built what could conceivably be the
world's largest panel of survey respondents, the Harris Poll Online. Harris
Interactive serves clients worldwide through its United States, Europe and
Asia offices, its wholly-owned subsidiary Novatris in France and through a
global network of independent market research firms. The service bureau,
HISB, provides its market research industry clients with mixed-mode data
collection, panel development services as well as syndicated and tracking
research consultation. More information about Harris Interactive may be
obtained at http://www.harrisinteractive.com.
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Harris Interactive Inc. 08/06
SOURCE Harris Interactive