An American study has just revealed what drivers expect from in-car entertainment. While vehicles are widely regarded as a space for relaxation, on a par with a bar or public park, drivers are placing increasing emphasis on personalized features. Among them, the integration of in-car video now appears to be a decisive factor in motivating purchases.
Customization, the number one criterion
Commissioned by DTS, this study of American drivers’ expectations in terms of entertainment reveals, first and foremost, the need for vehicle personalization. Just as the vehicle is designed to optimize the driving position, it must also be able to adapt to the driver’s tastes. According to 56% of respondents, the dashboard should be more than just a copy of their smartphone screen. In concrete terms, drivers want easy access to their favorite podcasts and streaming services.
What’s more, among drivers who say in-car entertainment is very important, having a wide range of content (local radio, streaming, podcasts, audiobooks, etc.) appears essential to 81% of them. They feel that having easy access (recommended on the dashboard) to relevant content without having to search for it is important or extremely important. And almost the same percentage (75%) said that personalized content, based on their previous preferences or choices, is important or extremely important.
Pertinent recommendations not only avoid the need to use controls while driving, but also makes it easier to choose from an ever-increasing range of services. It’s also an extension of what drivers find at home with other digital platforms like YouTube, Netflix and Prime Video, for example.
In-car video: a key purchasing factor
Drivers are also keen to integrate video into their vehicles, including TV shows and VOD services. While the personalization of in-car entertainment is of prime importance to drivers, the integration of video is also emerging as a key purchasing factor. In fact, two-thirds of drivers under the age of 45 say that the presence of high-quality video features in the dashboard would have a positive influence on their decision to buy a vehicle.
What’s more, 66% of 25-34 year-olds and 65% of 35-44 year-olds say that the integration of a high-quality video function in the dashboard would make them more inclined to buy a certain vehicle. Overall, across all demographics, almost half (46%) are interested in video, and are more likely to buy a specific brand if it’s included.
However, the integration of in-car video must not be at the expense of safety. Of the drivers surveyed, 37% agreed that video content should only be accessible when the vehicle is parked and/or only on passenger screens, if it is to be part of the in-car entertainment experience. Being able to watch videos while charging their electric vehicle or taking a break are positive factors for more than one in four people with children. This functionality seems to be growing with the new needs arising from the electric car market.
At a time when the car is increasingly seen as a third space, it must be able to offer new entertainment features. According to drivers, personalized services and video integration are now key factors when looking for a new vehicle.
