Study: 44 Percent of Car Shoppers Have Never Heard of Connected Cars

Aug 01, 2014 01:40 PM EDT | Matt Mercuro


A new study has determined that 44 percent of car shoppers have no idea what a connected car is, and 42 percent say they've heard the term but don't know what the vehicles do.

The 2014 Harris Poll AutoTECHCAST study also found that just 15 percent of respondents say they are "very/extremely" interested in owning a connected vehicle.

Approximately 31 percent say they aren't even slightly interested in purchasing one.

Results of the survey of almost 14,000 U.S. car owners who are looking for a new vehicle was released this week.

Some car owners are afraid of owning a connected vehicle because it could compromise their privacy thanks to data breaches and cybercrimes, according to the survey.

"Given America's reverence for technology, and the fact 10 million connected vehicles were sold in 2013, representing more than half of all cars sold in the U.S., it is surprising so little is known about connected-car technology," said Ian Beavis, executive vice president of Global Automotive for Nielsen, parent company of Harris Interactive in a statement.

The term has become an advertising and PR keyword in the industry, which could cause some confusion for car buyers.

Some of the newer technology currently available to car shoppers includes navigation, like GPS and traffic information, voice and text communication (phoning and texting through onboard systems,) infotainment, like podcasts, access to content on tablets and smartphones, and internet radio.

Parking apps, onboard vehicle diagnostics, and emergency services are also available to some vehicles.

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