connected car opportunitiess3.amazonaws.com/jujama.usercontent/7a225826-6581... · isn’t...

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DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE

Connected car opportunities

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Connected car opportunities Speed up to keep up

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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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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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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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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

9

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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

10

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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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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%

14

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

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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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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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mailto:[email protected]





connected car opportunitiess3.amazonaws.com/jujama.usercontent/7a225826-6581... · isn’t...

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