Morpace Connected Car Study: The Convergence of Digital Lifestyles and Automotive Needs

FARMINGTON HILLS, Mich., Jan. 18, 2011 /PRNewswire/ -- Safety and productivity are key benefit themes sought after by consumers when purchasing a new vehicle. Yet many of consumers remain unaware of the advanced telematics capabilities available in today's vehicles, according to the Connected Car telematics study released later this month by Morpace Inc.

The Connected Car study is the first edition of an annual syndicated study conducted by Morpace to better understand the dynamics of the expanding telematics market. Telematics features are defined by combining mobile communications with information processing. Examples range from emergency response systems to in-car mobile hot spots.

"The Connected Car study was developed to help OEMs and suppliers better understand why consumers are interested in telematics features. It was designed to measure more than just consumer interest and awareness," said Steve Nemeth, Morpace Vice President, Auto West.

The study uses Morpace's proprietary B-Link™ methodology to determine which features consumers are interested in, as well as the benefits of the features. By understanding the underlying benefit structure, OEMs and suppliers can:

• Develop new features based on consumers' unmet needs
• Ensure messaging is aligned with consumer interests
• Create different telematics packages for different consumer segments

Connected Car will help OEMs and suppliers accurately profile consumer segments that would make buying decisions and which vehicle packages or bundles appeal to particular segments. It will help OEMs and suppliers better allocate funds for product design, development and marketing.

Other findings:

• Telematics feature interest varies widely by age and vehicle segment.
  • Young adults (under 30) show greater interest in telematics features, and derive different benefits than their older peers.
  • Families with children also show greater interest in mobile streaming media than other groups.
• 60 percent are unaware of the availability of a hands-free text messaging feature.
• Environmental friendliness is an important benefit for certain consumer segments.

A total of 1,704 consumers were surveyed Oct 1-13. The comprehensive study with a wide range of full-color charts, findings, and summaries will be available to subscribers by late January 2011.

About Morpace Inc.

Morpace is a market research and consulting organization specializing in automotive, financial services, health care, retail and technology.

SOURCE Morpace Inc.