Study Shows Driver Acceptance of Audio Messages Sent to Vehicles

DALLAS, June 14 /PRNewswire/ -- Recent research of U.S. vehicle owners indicates growing recognition by consumers of the value of specific information sent directly into their vehicles, including reminders related to vehicle maintenance and ownership, or notifications that can enhance or make safer their driving experience.

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The study also showed motorists are becoming increasingly comfortable using interactive voice recognition (IVR) systems to receive this type of information more safely.

These were among the major findings in a proprietary research study conducted by Synovate Motoresearch on behalf of ATX Group, a leading provider of connected vehicle (or telematics) services for the global automotive industry. The study polled owners of multiple vehicle brands within both luxury and non-luxury automobile market segments.

The study findings revealed widespread vehicle owner interest in receiving messaging about vehicle performance or driving assistance:

• 89 percent expressed interest in receiving notification of recalls for their vehicle
• 79 percent were interested in receiving updates on fuel prices and gas station locations
• 58 percent wanted to receive notification of special AM/FM or satellite radio programming
• 57 percent would choose to receive reminders from a dealership that regular maintenance is due

Previous industry research has shown strong consumer desire to receive real-time, location-specific alerts about traffic problems, adverse road conditions and weather, and detours and road construction.

Half of vehicle owners interviewed also expressed interest in receiving specific, in-vehicle information from their automobile manufacturer or local dealership about the need for maintenance measures or notification about potential vehicle performance problems. In fact, vehicle owners widely preferred an in-vehicle message to direct mail, a voicemail message or text message.

"Drivers want information that's relative to operating their vehicle and that helps them drive more safely and efficiently," emphasized Tom Metzger, ATX senior vice president of Sales and Account Management.

The research validates what ATX has experienced in the market in recent years when it teamed with select dealerships to send specific, ownership-related audio messages to the vehicle, rather than relying on traditional methods such as direct mail. The consumer response rate for in-vehicle messaging has been nearly 30 percent, with an extremely low rate of customers requesting to opt-out from future messages.

Coupled with their propensity to accept in-vehicle messaging, vehicle owners in the study expressed growing comfort with the use of in-vehicle IVR systems. Across all segments, nearly eight out of 10 vehicle owners were at least somewhat comfortable with an in-vehicle voice interface. Half were comfortable or very comfortable with such systems, especially luxury segment vehicle owners who have had more experience interacting with in-vehicle voice technology.

"In contrast to messages pushed to a mobile communications device, different principles must apply to developing in-vehicle messages to minimize driver distraction," said Dr. Tom Schalk, ATX vice president of Voice Technologies. "You have to make the IVR interface simple, to avoid driver frustration or confusion. There can be no extensive scrolling through menus. Messages must be short and required verbal inputs from the driver must be kept to a minimum."

Schalk emphasized that in-vehicle messages don't have to be designed to be invasive, immediately notifying a driver via audio alert or an illuminated signal each time a message is received. Messages to the vehicle can be stored, enabling the driver to retrieve them whenever the driver deems it's safe to do so.

More than one-third of the vehicle owners surveyed were also interested in receiving information in their vehicle about specific business locations, personal calendar or errand reminders, and dealer notifications about various in-vehicle features that they may not use often or may not be aware are available on their vehicle.

Metzger foresees connected vehicle service providers maintaining Web interfaces for automobile manufacturers that enable their customers to pre-select what types of messages come into the vehicle and when (e.g., before the drive for some, during the drive for others).

"Today's market reality is that consumers' lifestyles demand always-on communications. We believe we have developed a platform that enables drivers to receive messages they deem relevant to their vehicle ownership or drive, while minimizing distraction from the primary task of driving," added Metzger.

ABOUT SYNOVATE:

Synovate, the market research arm of Aegis Group plc, generates consumer insights that drive competitive marketing solutions. The network provides clients with cohesive global support and a comprehensive suite of research solutions. Synovate employs over 6,000 employees across 62 countries. For more information on Synovate visit www.synovate.com.

ABOUT ATX:

ATX Group (www.atxg.com) is one of the world's leading providers of customized, connected vehicle services to global automobile manufacturers. ATX pioneered connected vehicle services in 1996, and today provides innovative safety, security, communication, navigation and information services to vehicle owners through many of world's most distinguished automotive brands, including Toyota, Lexus, BMW, Peugeot, Mercedes-Benz Canada, Maybach, and Rolls-Royce Motor Cars.

ATX also customizes services to help automobile manufacturers and their affiliated dealerships use telematics data and multiple customer contact channels to reduce costs, enhance vehicle servicing, and more closely manage customer relationships and contacts with the vehicle through its lifetime. ATX operates from Dallas-Fort Worth, Texas, and has representative offices in Paris, France, and Dusseldorf, Germany.  

ATX is a division of Cross Country Automotive Services (www.crosscountry-auto.com), a leading provider of mobile assistance services to motorists and enhanced claims management services to automobile insurance carriers.  

SOURCE ATX Group