CTA conducted this research to understand in-vehicle connectivity understanding and value among consumers, specifically: awareness, usage, purchase drivers, and opportunities in particularly, aftermarket technology and services.

Specifically, the research addresses:

•        Relative Importance & General Awareness: Understand the importance consumers place on in-vehicle connectivity among broader vehicle purchase set decisions. And among Owners, awareness and usage of these features today.

•        Feature Importance, Awareness & Satisfaction, focusing on tech features specifically: Understand purchase drivers consumers place on in-vehicle connectivity features.

•        Future Opportunity as a Subscription Service: Determine future opportunities or “value-adds” of in-vehicle connectivity, specifically, willingness to acquire via a subscription service model and the source of the offering.

•        Barriers & Concerns: Identify barriers and concerns surrounding in-vehicle connectivity.