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How we connect to our cars
Table of contents Introduction 3 Executive Summary 6 Implications for Marketers 12 Changing Attitudes Toward Car Ownership 17 The Rise of Ride/Car Sharing Services 25 Connected Car Decision Journey 33 Pre-Purchase 39 During Purchase 55 Post-Purchase 59 In-Car Apps & Automotive Connectivity Index 84
Introduction
Today’s consumers expect constant connectivity. The shifts in behavior driven by mobility – the
ability to be connected through smartphones, tablets, and other devices at all times – have had far-
reaching implications in nearly every sector.
Amidst these market changes, MRY wanted to understand the impact of connectivity in a place
where most Americans spend a lot of time – their cars – in this first report in our series on the
Future of Mobility.
The goal of this study was to uncover the changing attitudes toward car ownership, interest in car
sharing services, the impact of connectivity on the automotive purchase decision journey, and how
these topics interact as an indicator of future connected car ownership. We examined each topic
with a particular focus on Millennials, a generation identified as the first in America with decreasing
interest in car ownership, as indicators of where the market is headed.
The results have implications for marketers, auto manufacturers, and technology firms looking to
succeed in a connected world.
3
What Does This Mean for Me? As substantial as this study is, there’s even more research conducted that wasn’t included here. And ultimately, with all the research here as it stands, the most important takeaways are going to be the ones specifically relevant to your own business. If you would like to discuss more specific implications more, have questions about the research, or would like to dive deeper into any part of this, please reach out to us via either of the contacts below, or through our site or social channels. David Berkowitz, Chief Marketing Officer David.Berkowitz@mry.com Evan Kraut, Executive Director of Business Development Evan.Kraut@mry.com
Methodology
Methodology
We executed a two-pronged approach for this study:
FIRST-PARTY RESEARCH SOCIAL LISTENING
Online quantitative study run by Whitman Insight Boolean framework to filter conversation around
Strategies in January 2014 automotive connectivity in party with Mashwork
N = 1,000 adults aged 18+ who use smartphones Evaluated two years of consumer conversations (January 1,
2012 to December 31, 2013) to understand:
Must own a mobile smartphone (and say it is essential to • Importance of automotive connectivity within purchase
their day-to-day life) and a driver’s license decision journey
• Branded and non-branded conversations surrounding
• 500 Millennials (aged 18-34) & 500 adults aged 35+ automotive connectivity
• Subsample of 300 respondents from Top 10 DMAs in the • Change in key perceptions around connected cars
U.S.
• 50/50 gender split In addition:
• Regional quotas set to match U.S. Census • Ranked 12 original equipment manufacturers (OEMs) by
levels of total connectivity conversation and contained
Margin of error at the 95% level of confidence is ±3% for sentiment
the entire sample • Examined sample of Twitter users that engaged during
the Connected Car Decision Journey and analyzed
profiles for demographic and psychographic qualities
6
Executive Summary
Americans of All Ages Still Love Their Cars
Car ownership remains a fundamental aspect of American life
Despite the declining number of 16-year-olds with drivers licenses and the emergence of car-
sharing services, owning a car is still a fundamental functional and aspirational part of American
life.
• 94% of Millennials surveyed (and 99% of adults 35+) own or lease a vehicle
• 91% overall say that owning a car is very important to their life – more than who said the
same of high speed internet access, having a smartphone, or email
However, having access to and owning a car are synonymous for most, with more respondents
preferring access over ownership. Coupled with the rise of the sharing economy, this could be
an early indicator of shifting attitudes toward ownership and increased interest in car sharing
services as a means of access to vehicles.
8
Wait, Millennials Still Want to Buy or Lease Cars?
This study does find strong interest in cars from Millennials, flying in the face of some other
research showing waning interest among that demographic. There are a few explanations for this:
• Our survey required participants to have a valid driver’s license so we could talk to those with
interest in both mobile and automotive products. In the survey of 1,000 adults with a license,
96% overall said that they currently own or lease a car. Additionally, we screened out 65
individuals who said they did not currently have a license. Looking at the incidence of auto
ownership based on 1,065 individuals, the number drops to 90% - in line with other research.
• The other significant issue which the survey doesn’t take into account is the decline in
driver’s licenses as a percentage of the US population – which is especially apparent among
younger consumers. This study does show the importance of owning a car high for
Millennials (87%) but still significantly below older generations. And, as expected, interest in
car and ride-sharing services is greatest among Millennials.
9
Connectivity Conversation Building
Connectivity is growing in importance as a driver of purchase intent
Conversation around consideration of connected cars increased by 359% compared to the
previous year, underscoring the increasing importance for connectivity among automotive
consumers.
• Overall conversation about automotive connectivity increased 15% over the previous year, with
Millennials increasingly driving connected car consideration
• Millennials talk about connectivity nearly 2.5x more than the average Twitter user
However, all signs point to cars as docking stations. Conversations indicated less interest in
automotive manufacturer systems such as navigation and add-on apps and features that are often
accompanied by a hefty price tag and ongoing subscription fees.
A leading driver of consideration of connected cars seems to be smartphone connectivity – being
able to seamlessly connect one’s smartphone in order to access features and capabilities while in
the car.
10Connectivity a Perk, not yet a Necessity
Despite rising interest, connectivity in cars is still in its infancy
Two areas driving the majority of growth in connected car conversations in 2013 were
consideration of connected cars and experiencing issues with connected cars. OEMs still have a
ways to go before connectivity is an integral driver of purchase intent.
• Connected car features were most commonly discussed alongside added bonus features such
as entertainment systems and custom paint jobs, indicating that connectivity is still viewed as
a luxury item or a “nice to have.”
Given the trajectory of mobile growth, it is likely that connectivity will be an important facet of
automotive differentiation in the future.
11Brands Take a Backseat
The title for “most connected” is still up for grabs
OEMs (original equipment manufacturers) that over-indexed in connectivity conversation also
under-indexed in consumer satisfaction with their connected technology. Inversely, the brands that
drove the largest amount of satisfaction with their connected technology also saw the least
amount of conversation driven by connectivity. What’s more, the average percentage of
conversation that mentioned automotive connectivity among the leading OEMs was only 3% of
total OEM conversation.
OEMs have a long way to go toward raising consideration and preference for connected
technology. Another key finding of this study is that technology brands like Google and Apple, as
well as car/ride sharing brands like Uber and Zipcar, score significantly higher than OEMs on being
perceived as innovative and having a personal connection to the brand.
In an age where connectivity is critical and access equals ownership, making these gains will be
important for OEMs to remain relevant, particularly to the Millennial audience.
12Implications
for
MarketersLook to Access over Ownership
As access trumps ownership for more car drivers, the notion of the vehicle as docking station
will become even more critical.
• Already, connectivity conversation indicates that smartphone integration is more important
than ‘smart’ standalone services offered by manufacturers, such as GPS or entertainment
systems
• The smartphone is already the personal command center for most individuals, and
particularly with the rise of car/ride sharing services, users must be able to seamlessly plug-
and-play with a vehicle that isn’t their own
• OEMs need to embrace the smartphone model of remote system upgrades and short
development cycles to keep their technology current
14Connectivity Starting to Impact Purchase Decisions
Connectivity as a driver of vehicle consideration is still in its infancy and will continue to grow in
importance.
• CES dominates connectivity conversation, indicating that connectivity is still largely a topic
that appeals to a tech-savvy audience that’s already very interested in the automotive
industry
• Currently, connectivity conversation is male-dominated. There is a big opportunity to speak
to a broader audience about connectivity
• However, mass appeal of connectivity in the car will continue to be stunted until technology
reaches a level of ease and sophistication that smartphone users have come to expect
• As the playing field levels on other core consideration factors, such as vehicle quality and
safety, connectivity will be a larger driver differentiation – which is an even bigger reason for
OEMs to embrace innovation in their current approach to connectivity in their vehicles
15Auto and Tech Brands Have Room to Stand Out
We’ve only scratched the surface of what car connectivity can do for the driving experience.
• As most manufacturers still struggle to develop basic connectivity to the smartphone, there
remains a huge white space for new features and functionality that go beyond basics to truly
build on and enhance the driving experience
• This is an opportunity for tech companies looking to build out offerings that interface with
car connectivity systems, as well as brands looking to partner with OEMs (like Starbucks or
Chevron) to create experiences that benefit drivers
• In addition to improving car driving experiences, such as access to food and services as well
as convenience of facilities and services, connectivity has the potential to solve some of the
problems that have plagued drivers, such as traffic accidents, traffic and general safety on
the road
16Changing Attitudes Toward Car Ownership
Car Ownership Remains Paramount
While attitudes might be shifting, our study suggests that car ownership isn’t going away
anytime soon.
Yet as ownership becomes more interchangeable with access, it will become even more
important for OEMs to deliver on the things that potential car buyers care about.
As this study suggests, those things include more than what a car is equipped with – it has to do
with what a car allows people to do and experience. This is precisely where cars and mobile
phones (and more broadly, connectivity) intersect.
18Car Ownership Isn’t Going the Way of the Dodo
Just Yet…
Own/Lease a Vehicle Importance of Owning a Car
% Yes % Top 2 Box (4-5)
96% 94% 99% 100% 94%
100% 91%
87%
80% 80%
60% 60%
40% 40%
20% 20%
0% 0%
Total Mobile Millennials Aged 35+ Total Mobile Millennials Aged 35+
Smartphone Smartphone
Users UsersCars Remain Prized Possessions
Importance of Products & Services
% Top 2 Box (4-5)
I cant imagine my life without it 4 (on 5 point scale)
Total Millennials (18-34) Age 35+
Car 71%
19%
91%
61%
26%
87%
82%
13%
94%
High Speed
Internet access 62%
28%
89%
62%
27%
89%
62%
28%
89%
Mobile Smartphone 50%
34%
84%
51%
35%
86%
48%
33%
82%
Email 50%
33%
83%
45%
35%
80%
55%
31%
86%
Text Message 37%
35%
72%
41%
38%
79%
33%
32%
65%
High Definition
Television 28%
28%
55%
24%
28%
52%
31%
27%
58%
Facebook 20%
27%
47%
21%
32%
54%
18%
21%
40%
Newspaper Subscription
(print or digital 13%
19%
32%
11%
16%
27%
15%
22%
37%
Skype 10%
16%
25%
13%
20%
33%
6%
11%
17%
Twitter 8%
13%
21%
10%
17%
27%
6%
9%
16%
Instagram 8%
13%
20%
11%
20%
31%
5% 5%
10%
20But for Most, Access Is Ownership
Importance of Goals/Aspirations/Activities
% Top 2 Box (4-5)
Very Important 4 (on 5 point scale)
Total Millennials (18-34) Age 35+
Having access to a car/vehicle
that I can use when I need 68%
22%
90%
57%
29%
86%
78%
16%
94%
Having a place of my own
(home/apartment) 67%
22%
90%
59%
28%
87%
76%
16%
92%
Owning or leasing a car/vehicle 58%
29%
87%
50%
33%
84%
65%
25%
90%
Helping others who
need help 41%
37%
77%
39%
38%
78%
42%
35%
77%
Raising a family 53%
20%
73%
46%
24%
70%
59%
16%
75%
Voting in elections 42%
26%
68%
33%
29%
62%
51%
23%
74%
Doing my part to help the
environment 28%
34%
62%
29%
36%
65%
27%
32%
59%
Volunteering time to
charitable causes 21%
32%
54%
21%
36%
57%
21%
29%
50%
Being wealthy 18%
25%
43%
23%
30%
53%
12%
21%
33%
Being famous 8%
8%
17%
12%
12%
24%
4%
5%
9%
21Millennials:
Intersection of Car/Vehicle & Mobile Smartphone
Having access to Car/Vehicle or Smartphone empowers you to do the following
(% of 4-5’s on 1-5 Scale)
Car/Vehicle
Mobile
Smartphone
100%
89%
86%
89%
89%
89%
87%
87%
85%
90%
82%
81%
80%
79%
76%
77%
75%
80%
68%
62%
60%
40%
20%
0%
Accomplish Gives me Makes my life Explore Makes buying Experience Interact with Provide an Learn
day-to-day sense of easier places I’ve things easier new things friends and escape from something
tasks freedom never seen family a hectic day new
before
22Age 35+:
Intersection of Car/Vehicle & Mobile Smartphone
Having access to Car/Vehicle or Smartphone empowers you to do the following
(% of 4-5’s on 1-5 Scale)
Car/Vehicle
Mobile
Smartphone
100%
92%
91%
90%
89%
83%
86%
86%
84%
83%
76%
76%
72%
80%
71%
60%
64%
63%
53%
57%
60%
40%
20%
0%
Accomplish Gives me Makes my life Explore Makes buying Interact with Experience Provide an Learn
day-to-day sense of easier places I’ve things easier friends and new things escape from something
tasks freedom never seen family a hectic day new
before
23Total Mobile Device Users:
Intersection of Car/Vehicle & Mobile Smartphone
Having access to Car/Vehicle or Smartphone empowers you to do the following
(% of 4-5’s on 1-5 Scale)
Car/Vehicle
Mobile
Smartphone
100%
90%
81%
90%
90%
86%
87%
86%
84%
89%
83%
78%
74%
70%
76%
80%
67%
71%
60%
59%
60%
40%
20%
0%
Accomplish Gives me Makes my life Explore Makes buying Experience Interact with Provide an Learn
day-to-day sense of easier places I’ve things easier new things friends and escape from a something
tasks freedom never seen family hectic day new
before
24The Rise of Ride/Car Sharing Services
Uber isn’t a household name just yet
While interest and usage of Car/Ride Sharing Services is on the rise, it hasn’t yet reached mass
awareness.
Unsurprisingly, those who would consider Car/Ride Sharing Services tend to be younger, more
urban, male and single.
Right now, about half of consumers would consider such services, so there still needs to be
more education and trust-building to court the other half of the market.
26Cars are the Dominant Form of Transportation with only
a Small Minority Using Car/Ride Sharing Services
Thinking about the different forms of
transportation you use, do you…
Total Mobile Millennials
Smartphone Users (Aged 18-34) Aged 35+
Own a car/vehicle that you use for transportation
92%
88%
96%
Use a transit system for transportation (i.e.
13%
17%
10%
subway, metro, railway system, etc.)
Use the bus for transportation
12%
18%
7%
Use taxis for transportation
9%
11%
7%
Lease a car/vehicle that you use for transportation
8%
11%
6%
Use a car or ride sharing service for transportation
3%
5%
1%
(i.e. Lyft, Zipcar, Uber etc.)
5% in Urban DMAs use
car/ride sharing services
27While Car/Ride Sharing Services Have Grown
Exponentially, Familiarity Has not yet Reached “Mass”
I cant imagine my life without it 4 (on 5 point scale)
Total Mobile Smartphone Users Millennials (18-34) Age 35+
Amazon
82%
15%
97%
83%
14%
97%
80%
16%
96%
Ford
66%
29%
95%
61%
32%
93%
70%
26%
96%
Apple
69%
25%
95%
73%
22%
95%
65%
29%
94%
Nike
68%
26%
93%
71%
23%
94%
65%
28%
93%
Toyota
62%
32%
93%
60%
34%
94%
63%
30%
93%
General
Motors
55%
36%
91%
49%
39%
88%
62%
33%
95%
Volkswagen
47%
40%
86%
47%
37%
84%
46%
42%
88%
BMW
47%
38%
86%
51%
37%
88%
44%
40%
84%
Xbox
57%
28%
84%
66%
27%
93%
48%
28%
76%
Zip
Car
13%
20%
33%
17%
24%
41%
9%
17%
26%
Uber
8%
15%
22%
10%
20%
30%
5% 9%
14%
LyR
13%
18%
9%
18%
27%
7%
10%
6% 2%
28Half of Those Surveyed Would Consider Using
Car or Ride Sharing
Would Consider Would Not Consider
Car/Ride Sharing Services Car/Ride Sharing Services
52% 48%
Indicated they would be interested in Are not very interested in using car
using car sharing, branded car sharing, branded car sharing, or ride
sharing, or ride sharing. sharing.
Selected Top 2 Box (4 or 5) on 5 point Did not select Top 2 Box (4 or 5) on 5
scale for at least 1 of the car or ride point scale for at least 1 of the car or
sharing services ride sharing services
Q: How likely are you to use this service if it were available in your area? Please use a 1-5 scale where 5 means you would definitely use this service, and 1 means you would definitely not use this service.
29Not Surprisingly, Millennials Lead Interest in Ride/
Car Sharing
Likely To Use Service If Offered In Your Area
% Top 2 Box (4-5)
100%
Total
Mobile
Smartphone
Users
Millennials
Aged
35+
80%
60%
51%
48%
46%
40%
39%
36%
40%
30%
29%
26%
20%
0%
Branded
Car
Sharing
Car
Sharing
Ride
Sharing
Q. How likely are you to use this service if it were available in your area? Please use a 1-5 scale where 5 means you would definitely use this service, and 1 means you would definitely not use this service.
30Demographic Profile: Those Surveyed
Who Would Consider Using Car or Ride Sharing
Would Consider Would Not Consider
Ride/Car Sharing Ride/Car Sharing
Male 55% 45%
Gender
Female 45% 55%
Millennials (18-34) 62% 37%
Age
Age 35+ 38% 63%
Those who would consider using
Urban DMA
car/ride sharing services: DMA
35% 25%
Not Urban DMA 65% 75%
• Are more likely to be male City 40% 20%
• Tend to be Millennials Location Suburb 40% 49%
Small city/town/rural area 19% 31%
• Live in an urban DMA or city
Rent or Own Home/ Own 66% 74%
• Rent their home/apt Apt Rent 34% 26%
• Single Married/Living with someone 58% 65%
• Racially/ethnically diverse Marital Status
Single 35% 23%
(non-white) Divorced/Separated/Widowed
7% 12%
Hispanic or Latino 15% 8%
Ethnicity
Not Hispanic or Latino 85% 89%
White 74% 89%
Race Black or African American 15% 19%
Asian 10% 6%
31Behavioral Profile: Those Who Would Consider
Using Car or Ride Sharing
Are looking for new and exciting things Actively give and seek out advice
Car ownership is still very important, but not as
to do or products to try
important with other modes of transportation
available
• 84% agree having their own car is important to them (91) • 71% are always looking for new and exciting things to try (144) • 76% agree that if they try something new and like it, they will
• 29% agree that with all the car/ride sharing services that are • 55% agree they are the first of their friends to try new things (166) always tell others about it (111)
available car ownership isn’t as important (705) • 21% consider themselves trend-setters (187) and 43% consider • 55% seek advice before purchasing products/services (138)
themselves adventurous (146)
Like brands that are innovative, Up to date on technology trends, and Are more likely to buy products/services on impulse
but also grounded in a brand history prefer brands that are too
• 72% prefer brands that innovate and try new things (136)
• 60% agree it is important that brands have a history or • 63% know more about new tech trends than their friends (174) • 62% sometimes buy things on impulse (62%)
heritage (150) • 69% prefer brands that are on the cutting edge of technology(137)
*Indexes are vs. those not interested in car/ride sharing services
32The Connected Car Decision Journey
The Beginning of a New Purchase Journey
Car ownership is still important and car/ride sharing services are on the rise. So how does car
connectivity impact behavioral and attitudinal shifts in the automotive space?
The findings in this study indicate that if connectivity has not yet become a major influence for
Millennials and other generations when it comes to their choices for automotive transportation,
it soon will.
The dramatic increase in volume of connectivity conversation over the past year, coupled with
the steep rise in conversation surrounding consideration of connectivity technology, points to a
future in which connectivity plays a much larger role in the automotive purchase journey.
34Main Takeaways from the Journey
• The connected car is a docking station. Consumers want their smartphones to integrate
with their connected cars. Rather than purchase an additional technology ecosystem,
consumers want to leverage what they already know and understand.
• Millennials are increasingly driving connectivity Consideration. The people considering
buying a connected car are younger and have less purchasing power compared to individuals
who considered buying a connected car the previous year.
• The differences in technology cycles between cars and phones are a frequent pain
point. The different schedules of software updates and product rollouts is a common
complaint among consumers, as well as a major driver of dissatisfaction about connected car
technology.
• Connected cars need tech support. Automotive brands now need to treat their cars like
technology products, providing frequent tech support and software updates.
• Connectivity is being talked about more and more. There was a 15% increase in
conversation about automotive connectivity in 2013 compared to 2012.
• Connectivity is increasingly driving purchase consideration, and consideration is all
about phones. Consideration conversation increased dramatically compared to the previous
year. Within Consideration, phone integration is a dominant topic of conversation.
35Connected Car Conversation Below is a breakdown of all relevant connected car conversation during 2013. Sources: Twitter, Blogs, Forums, public Facebook Dates: 1/1/13 - 12/31/13 Relevant mentions: 236,040 36
Outline of the Journey
There are seven phases in the connected car decision journey: Awareness (broken out into the
mass market and car enthusiasts), Consideration, During Purchase, Integration, Advocates,
Detractors, and Guidance.
37Connected Car Decision Journey Pre-Purchase
Pre-Purchase Decision Journey:
Awareness
Awareness: 68% (+15%)
• Awareness conversation consisted of individuals talking about innovations and developments in
automotive connectivity.
• 40% of Awareness conversation was driven by Car Enthusiasts, a select group of individuals and
industry insiders who discussed the trends and innovations of connected cars in great details. They
are responsible for shaping connected car perceptions among consumers and potential buyers, and
their topics of discussion range from manufacturer-specific innovations to software updates.
• The majority of Awareness conversation is driven by laymen; however, the topics that they cover are
strikingly similar to those of Car Enthusiasts.
• Within Awareness, conversation focused primarily around the more high profile, futuristic innovations
within automotive connectivity, such as self-driving cars technology and v2v communication
protocols. This conversation drove nearly two out of every three posts within Awareness discussion.
However, there is evidence to suggest that this trend is changing as the general public learns more
about connected car technology. Awareness conversation has seen a 10% year-over-year decrease
in post volume, which is even more significant because connected car conversation at large
increased by 15% in 2013 compared to 2012.
YOY
-15%
40%
39“
@Mahindrae2o love the “connected car” innovations.
Haven’t driven it yet though.”
– @OxyMoronify, Twitter“
Cars Are Fast Becoming #Smartphones on Wheels.
#ConnectedCars http://t.co/NN7jBukzvF”
– @jopocop, TwitterPre-Purchase Demographics
Below is a breakdown of the demographic information of individuals engaging in Pre-Purchase conversation, benchmarked
against the general conversation surrounding automotive connectivity, as well as the average across Twitter.
Gender Family Status
42Pre-Purchase Demographics
Personal Income Age Breakdown
Number of unique Twitter users: 4,145 43Pre-Purchase Demographics
Ethnicity
Number of unique Twitter users: 4,145 44Pre-Purchase Demographics:
Occupation, Interests
Top Occupation Top Interests
Number of unique Twitter users: 4,145 45Pre-Purchase Decision Journey:
Consideration
Consideration: 2% (359%)
• The massive year-over-year increase in volume of Consideration conversation suggests that
connectivity is becoming increasingly more important when choosing a car to buy.
• These individuals have had their opinions surrounding car connectivity shaped by a
combination of what they have learned during the Awareness phase of the decision journey,
as well as online discussion driven by Connected Car Enthusiasts.
• However, conversation within connected car Consideration suggests that most individuals still
view automotive connectivity as a luxury feature, something not essential in their automotive
purchase.
• Automotive manufacturers’ connected car app ecosystems, smartphone integration, and
built-in navigation systems were the most discussed types of connectivity within
Consideration.
– Automotive manufacturers’ apps were discussed within 25% of Consideration conversation
– Smartphone integration via USB or Bluetooth was mentioned in 22% of the conversation
– Navigation systems were discussed in roughly 18% of the conversation
(359%)
2%
46“
I don’t need navigation, traffic reports, BMW Assist, Sirius radio, etc. I
know some of that is what makes a luxury car a luxury car but it
seems like a huge waste of money on expensive packages to me…”
– KassonVike, bimmerfest.com, Forum
Sources: Twitter, Blogs, Forums, public Facebook Dates: 1/1/13 - 12/31/13 Relevant mentions: 236,040“
I am in the process of researching a purchase and learning about
Audi Connect and the Navigation System. I do not think I would
want to spend the fee of $30.00 for the Audi connect, but is it tied
into the Navigation system? Is there a charge to just use the
Navigation system?”
– buzzy8, edmunds.com, Forum
Sources: Twitter, Blogs, Forums, public Facebook Dates: 1/1/13 - 12/31/13 Relevant mentions: 236,040Consideration Demographics
Below is a breakdown of the demographic information of individuals engaging in Consideration conversation, benchmarked
against the general conversation surrounding automotive connectivity, as well as the average across Twitter.
Gender Family Status
49Consideration Demographics: Income, Age
Personal Income Age Breakdown
Number of unique Twitter users: 4359 50Consideration Demographics: Ethnicity
Ethnicity
51Consideration Demographics: Occupation, Interests
Top Occupation Top Interests
Number of unique Twitter users: 4359 52Types of Connectivity within Consideration
Below is a breakdown of the types of connectivity technology being discussed within Consideration conversation. This
conversation is broken down into three categories based upon consumer sentiment directed toward these technologies:
enthusiasm, skepticism, and indifference.
Connected Consideration
Manufacturer apps, in-
car navigation systems,
and phone integration
technologies drove the
highest levels of
consumer enthusiasm
within consideration
conversation. However,
these three topics also
drove the highest levels
of skepticism.
Sources: Twitter, Blogs, Forums, public Facebook Dates: 1/1/13 - 12/31/13 Relevant mentions: 236,040 53Connected Car
Decision
Journey
During
PurchasePurchase Decision Journey:
Declaration During Purchase
During Purchase: 2% (-24%)
• Within this conversation, many people listed their car’s connected features alongside other
popular motivators for purchasing cars, such as leather seating and engine size.
• While individuals may discuss the higher end, more expensive connected car features during
the Consideration process, individuals base their purchases around features that integrate
with their phones and do not incur the same costs as built-in car connectivity.
– Conversation surrounding smartphone integration dramatically increased within
Declaration of Purchase discussion, driving 25% more volume compared to Consideration
– Conversation surrounding built-in navigation systems plummeted compared to the levels it
drove within Consideration, decreasing 66%
• Within this conversation, dealership experiences emerged as a small but important topic of
discussion.
– People shared their experiences with a dealer in 4% of Declaration of Purchase
conversations
– Only 30% of people who talked about their dealership experiences said that they had been
helped by their dealers with their connected car features -24%
2%
55“
OK...it is official...13’ E92 ordered...
...LeMans Blue, Black Novillo, Brushed Alum Trim, ZCP - Competition
pkg, ZPP - Premium pkg, DCT, Heated Seats, Sat Radio, BMW Apps….”
– Sandman99, m3post.com, Forum
Sources: Twitter, Blogs, Forums, public Facebook Dates: 1/1/13 - 12/31/13 Relevant mentions: 236,040“
My Cadilllac dealer sales person spent an hour with me customizing
my options in my car prior to leaving with it...Setting up blue tooth,
phone options, voice recognition the works, followed by answering all
question about anything inside of the car until I had all of the info I
wanted prior to leaving...”
– CTSCHICK, CadillacForums.com, Forum
Sources: Twitter, Blogs, Forums, public Facebook Dates: 1/1/13 - 12/31/13 Relevant mentions: 236,040Connected Car Decision Journey Post-Purchase
Post-Purchase Decision Journey:
Integration/Updating
Integration/Updating: 2% (-24%)
• Connected cars are discussed similarly to technology: people enter into a Post-Purchase period where they install the
needed software/firmware and get the technology working. As connected cars and smartphones do not follow the
same development cycles, this has the potential to create a great deal of confusion among a consumer group with little
experience with treating their cars the same way they treat other tech products.
• Integration/Updating is a crucial step in the connected car Purchase Decision Journey, because whether or not
consumers are able to successfully use their car’s technology influences the path these individuals will take in their
decision journey.
• Within this phase, individuals often reach out online to ask for help with their new cars. This behavior most commonly
occurs in forums.
– People asked questions about integrating smartphones with their connected cars in roughly 42% of all Integration/
Updating conversation, increasing in volume roughly 50% compared to Declaration of Purchase
– Voice recognition/control applications, such as Siri in the car, also drove large amounts of chatter, discussed in 15%
of all posts
– Manufacturer-specific connected ecosystems, such as Ford Sync, slightly increased in volume within Integration/
Updating, driving a total of 14% of posts, a 10% increase from Declaration of Purchase conversation
– Roughly 4.5% was driven by people discussing upgrading their car’s software or firmware
-24%
2%
59“
Can Sygic Navigation audio be routed through Sync? Certainly not
with this version, but can there be a Version update from Microsoft?
On the Microsoft Sync Ford webpage, I did notice Sygic app sync but
for vehicles like Explorer and Mustang.”
– vu2pmc, www.team-bhp.com, Forum
Sources: Twitter, Blogs, Forums, public Facebook Dates: 1/1/13 - 12/31/13 Relevant mentions: 236,040“
Hey there is a update for my car. I hope it fixes some bugs they made
from the last update. #myfordtouch #fordsync”
– @yellowmello, Twitter
Sources: Twitter, Blogs, Forums, public Facebook Dates: 1/1/13 - 12/31/13 Relevant mentions: 236,040Post-Purchase Decision Journey:
Advocates
Advocates: 13% (124%)
• These individuals often go to great lengths to express their passion for their connected cars,
most commonly writing long form content to express their love in rigorous detail.
• Positive experiences within Advocacy were focused in two areas:
– Connected car apps drove 30% of conversation.
• A particularly devoted group of individuals within this conversation talked glowingly about
Ford’s Sync connected car technology, mentioning how they “loved” how seamlessly it
connected with their phones.
– Smartphone integration drove 19%
• A potentially worrisome trend is that Detractor conversation has grown more than twice as
much as Advocacy conversation.
– This suggests that consumers are not receiving adequate levels of customer support for
their connected cars
– Brands that make a point to nurture their customers, and continue to ensure that their
technical support needs are adequately addressed well past driving off the lot, have the
potential to build devoted advocates
(124%)
13%
62“
I’m so happy my car has a usb port so i can charge my phone.
i just love my car.”
– lko_x, Twitter
Sources: Twitter, Blogs, Forums, public Facebook Dates: 1/1/13 - 12/31/13 Relevant mentions: 236,040“
I love it!! the Harmon Kardon sound system is very nice, loud and
clear but i’m not an audiophile type. Mini Connected works great w/
my iPhone 4 and 4S; so if you have an iPhone its def worth it but if
you don’t have an iPhone then mini connected isn’t really worth there
isn’t an android version yet...
...However, USB media player functions work w/android and also via
BT if your phone can stream audio over Bluetooth….
I haven’t gotten used the voice commands since using the navigation
**** in the middle works pretty good once you get a hang of the
menu systems....”
– jimmyselix, northamericanmotoring.com, Forum
Sources: Twitter, Blogs, Forums, public Facebook Dates: 1/1/13 - 12/31/13 Relevant mentions: 236,040Post-Purchase Decision Journey:
Guidance
Guidance 5% (-18%)
• Those providing guidance are extremely knowledgeable, and used their knowledge to provide
technical support to owners of connected cars.
– They can help move people away from Detractors, and toward Advocates.
– Forums were the dominant platform for these individuals (allowed them to communicate
complex, long form posts that provided the best possible advice).
– There were not enough people Providing Guidance to adequately address the volume of
conversation from people within the Integration/Upgrading and Detractors phases of the
decision journey.
• Providing Guidance conversation decreased 18% in volume relative to the previous year
(while Detractors and Advocates conversation more than doubled).
• Because of the increasing scarcity of people learned in connected car technology online,
brands that step in and provide much needed consumer education in a market with a
great deal of confusion will build brand loyalty and drive advocacy in the process.
(-18%)
5%
65“
..Yes, MFT (MyFordTouch) automatically updates itself about every
two weeks and fixes bugs and such. Even when it is out of warranty it
will continue to do this….”
– kpjb24, www.focusfanatics.com, Forum
Sources: Twitter, Blogs, Forums, public Facebook Dates: 1/1/13 - 12/31/13 Relevant mentions: 236,040“
Interestingly, my friends and I were talking about this issue last night.
If you lock your car either with the remote or from the inside, you
CAN NOT unlock it unless with remote or BMW Assist. Regardless if
your second remote is in the car. Most Japanese cars are not able to
lock doors with the remote (your spous’s extra key etc)inside the car.
Althought BMW call this an anti theft feature, IMO, this is one safety
issue they need to reconsider. I think Coding will help with this.”
– M3ZCP6MT, www.m3post.com, Forum
Sources: Twitter, Blogs, Forums, public Facebook Dates: 1/1/13 - 12/31/13 Relevant mentions: 236,040Post-Purchase Decision Journey:
Detractors
Detractors: 8% (262%)
• Detractors are individuals who express strong dissatisfaction with a connected car brand.
• Problems connecting a smartphone to a connected car dominated this conversation.
• Many consumers are unprepared for the challenges of treating a car like another tech
product.
– 50% of conversations focused on individuals complained about a problem with their phone
connecting to their car.
– The volume of discussion surrounding connected car software updates increased in volume
by 156% compared to Integration/Upgrading conversation.
– This provides further evidence that the different technology cycles between automotive
and technology products are directly affecting the consumer in adverse ways.
• If these individuals continue to have trouble getting their purchases to work, they will move on
to sabotage car brands.
• Detractors were similar to Advocates in that they often talked about their connected cars at
length, with the key difference being that they articulated the nuances of how their connected
car had failed to fulfill their expectations.
(262%)
8%
68“
Hey, this car has bluetooth; let me play a song on my phone! Wait, it
is a #Ford and Sync is a joke. Never mind.”
– Cool_V_300C, 300cforums.com, Forum
Sources: Twitter, Blogs, Forums, public Facebook Dates: 1/1/13 - 12/31/13 Relevant mentions: 236,040“
Ford Sync is such a piece of s*$#. The blue tooth is horrible. Hardly
ever connects to my phone on its own.”
– @ItsJoeNotJoel, Twitter
Sources: Twitter, Blogs, Forums, public Facebook Dates: 1/1/13 - 12/31/13 Relevant mentions: 236,040Post-Purchase Demographics
Below is a breakdown of the demographic information of individuals engaging in Post-Purchase conversation, benchmarked
against the general conversation surrounding automotive connectivity, as well as the average across Twitter.
Gender Family Status
Number of unique Twitter users: 4,145 71Post-Purchase Demographics: Income & Age
Personal Income Age Breakdown
Number of unique Twitter users: 4,145 72Post-Purchase Demographics: Ethnicity
Ethnicity
Number of unique Twitter users: 4,145 73Post-Purchase Demographics:
Occupation, Interests
Top Occupation Top Interests
Number of unique Twitter users: 4,145 74Brand Factor Analysis
Introduction to Brand Factor Analysis
We took a deeper dive to see how consumers perceived specific brands, especially in terms of
innovation and market leadership.
Most of the major auto brands that we asked respondents to evaluate ranked below non-
automotive brands on key metrics related to Innovation/Disruption and Personal Connection.
• Amazon, Apple, Uber, Zipcar, and Lyft outperform industry stalwarts Volkswagen and General
Motors.
• Ford and Toyota received the highest ratings among automotive brands.
• There is a clear opportunity for savvy automakers to improve these perceptions, and meet the
changing demands of consumers.
76A Factor Analysis Uncovered That Brand
Attributes Are Grouped into 2 Categories
Innovative & Disruptive
Personal Connection
Leaders
• Understands people like me • Is doing things that are new
• Makes me happy and innovative
• Empowers me to do the things • Is on the cutting edge
I want to do of technology
• Offers what I want – • Is a leader not a follower
and delivers • Is changing the way people live
• Is a company I can relate to their lives
77Brand Perception Mapping
Innovative & Disruptive Leader 0.25
0.15
Apple
Amazon
Xbox
0.05
Uber
Zipcar
BMW
-‐0.25
-‐0.15
-‐0.05
Toyota
Ford
0.05
0.15
0.25
Nike
-‐0.05
LyK
VW
GM
-‐0.15
-‐0.25
Personal Connection
Q. Below is a list of statements that could be used to describe [INSERT BRAND NAME]. Please indicate how well each statement describes [INSERT COMPANY NAME] on a scale of 1 to 5 where 5 means the
statement describes [INSERT BRAND NAME] very well, and 1 means the statement doesn’t describe [INSERT BRAND NAME] at all. 78We Asked Consumers: If You Were a Car, What
Brand of Car Would You Be?
mercedes
dodge chevy
ford
honda gmc jeep
ferrari lexus
nissan
toyotabmw
mazda
volvo
audi
corvette
tesla
lamborghini lincoln
cooper volkswagen subaru
nothing
rover
kia
vw dont buick
cadillac
hybrid
car bentley
jaguar idea
hyundai
charger
porsche
know
chevrolet
jetta civic
mustang acura chrysler
mini benz
79Brand Perceptions – Innovative Brands
Brand Perceptions
(Top 2 Box - 4,5)
Aggregate
Inn.
Brand
Avg.
Apple
Amazon
Xbox
Nike
Is
a
leader
not
a
follower
77%
84%
83%
69%
72%
Is
doing
things
that
are
new
and
74%
83%
81%
71%
61%
innovaZve
Is
easy
to
buy
or
use
74%
70%
87%
69%
71%
Is
on
the
cu\ng
edge
of
technology
72%
84%
79%
70%
54%
Offers
what
I
want
–
and
delivers
68%
70%
84%
60%
57%
Is
changing
the
way
people
live
their
67%
81%
80%
62%
43%
lives
Is
a
company
I
can
relate
to
64%
64%
79%
59%
53%
Understands
people
like
me
62%
65%
80%
52%
50%
Makes
me
happy
61%
63%
77%
57%
46%
Empowers
me
to
do
things
I
want
58%
65%
72%
51%
44%
to
do
Q. Below is a list of statements that could be used to describe [INSERT BRAND NAME]. Please indicate how well each statement describes [INSERT COMPANY NAME] on a scale of 1 to 5 where 5 means
the statement describes [INSERT BRAND NAME] very well, and 1 means the statement doesn’t describe [INSERT BRAND NAME] at all. 80Brand Perceptions – Automotive Brands
Brand Perceptions
(Top 2 Box - 4,5)
Aggregate Auto
BMW Toyota Ford GM VW
Avg
Is
easy
to
buy
or
use
59%
45%
69%
70%
55%
56%
Is
doing
things
that
are
new
and
59%
67%
66%
64%
49%
47%
innovaZve
Is
a
leader
not
a
follower
58%
71%
63%
59%
47%
49%
Is
on
the
cu\ng
edge
of
55%
68%
60%
59%
43%
47%
technology
Offers
what
I
want
–
and
delivers
49%
53%
58%
54%
41%
40%
Understands
people
like
me
48%
48%
52%
56%
45%
39%
Is
a
company
I
can
relate
to
48%
45%
54%
57%
46%
37%
Makes
me
happy
44%
51%
47%
48%
38%
37%
Is
changing
the
way
people
live
44%
46%
49%
51%
38%
35%
their
lives
Empowers
me
to
do
things
I
want
41%
46%
44%
46%
36%
33%
to
do
Q. Below is a list of statements that could be used to describe [INSERT BRAND NAME]. Please indicate how well each statement describes [INSERT COMPANY NAME] on a scale of 1 to 5 where 5 means the
statement describes [INSERT BRAND NAME] very well, and 1 means the statement doesn’t describe [INSERT BRAND NAME] at all. 81Brand Perceptions – Car/Ride Sharing Services
Brand Perceptions
(Top 2 Box - 4,5)
Aggregate
Car/Ride
Sharing
Avg
Uber
Zipcar
LyK
Is
doing
things
that
are
new
and
innovaZve
67%
71%
68%
61%
Is
a
leader
not
a
follower
66%
67%
68%
62%
Is
changing
the
way
people
live
their
lives
64%
67%
65%
60%
Is
on
the
cu\ng
edge
of
technology
63%
67%
59%
62%
Is
easy
to
buy
or
use
61%
66%
56%
60%
Offers
what
I
want
–
and
delivers
58%
67%
49%
59%
Understands
people
like
me
57%
61%
53%
57%
Is
a
company
I
can
relate
to
57%
60%
50%
60%
Empowers
me
to
do
things
I
want
to
do
57%
59%
52%
59%
Makes
me
happy
54%
58%
47%
56%
Q. Below is a list of statements that could be used to describe [INSERT BRAND NAME]. Please indicate how well each statement describes [INSERT COMPANY NAME] on a scale of 1 to 5 where 5 means
the statement describes [INSERT BRAND NAME] very well, and 1 means the statement doesn’t describe [INSERT BRAND NAME] at all. 82IN-CAR APPS &
AUTOMOTIVE
CONNECTIVITY
INDEXTop Insights: White Space for Auto Brands
• There is currently no automotive brand that is driving high levels of connected
satisfaction. All the leading OEMs we studied that over-indexed in connectivity conversation
also under-indexed in consumer satisfaction with their connected technology. Inversely, the
brands that drove the largest amount of satisfaction around their connected cars saw the
least conversation driven by connectivity. These trends suggest that there is no current OEM
that consumers view as “most connected” from a positive perspective.
• Dodge was perceived as the most connected car by consumers on social media, though
a large portion of conversation was driven by negative experiences. The most discussed
connectivity technologies also drove significant levels of negative conversation. For example,
consumers frequently said Dodge’s Uconnect disconnected from their phones, and some
even said they were seeking aftermarket stereos because Uconnect would not play their
phone’s music.
• Overall, connectivity was not top-of-mind among consumers when they discussed the
leading automotive brands. The average percentage of conversation that mentioned
automotive connectivity among the leading OEMs was roughly 3%.
84Top Insights: Marketing Opportunities for
Promoting Connectivity
• Automotive brands need to focus more of their brand messaging around their
connectivity features. There is still relatively little consumer Awareness about connected
technology among the leading OEMs. Because conversation around connected cars has
increased by roughly 15% in 2013 versus 2012, this puts additional urgency on brands
needing to spread their messaging and drive perception within the increasingly younger
audience that their cars are more connected than their competitors.
• The most talked about OEMs on social media tended to have their connectivity features
discussed less. There was a direct correlation between the level of overall conversation
around an automotive brand and the low share of voice driven by connectivity technology.
This trend suggests there is an opportunity for the less socially discussed OEM brands to
utilize the growing conversation surrounding automotive connectivity to build brand equity.
Manufacturers who build high levels of Awareness around their connected car technologies
have the potential to become top-of-mind among consumers within this market, a market
that is seeing large amounts of growth driven by a highly actionable consumer segment.
85Leading OEMs’ Connectivity Perception
Below is a breakdown of automotive connectivity surrounding the leading OEMs. Position is determined by the total percentage of
conversation that mentions connectivity, as well as the positive versus negative perception of the brands’ connectivity technologies.
POSITIVE
Example of Hyundai
Positive Conversation
“In love with Hyundai Sonata”
– @farabees, Twitter
HIGHEST CONNECTIVITY
LOWEST CONNECTIVITY
Example of Nissan Non- Example of BMW Negative Conversation
Connectivity Conversation “The built-in maps on my 2012 X3 and 2011
“how do i connect my i phone to my ActiveE do a terrible job of routing to
04 altima without an aux input?” destinations in San Francisco...”
– @PSMcClain, Twitter – MurrayX3 on 5post.com, forum
Example of Dodge Connectivity Conversation
“I have a 2013 Dodge Avenger SXT with Uconnect 130. I
usually plug my iPod nano into the USB so I can control it
through the radio, however today I’m having problems”
– Cyingling12, dodgeforum.com, forum
NEGATIVE
Sources: Twitter, Blogs, Forums, public Facebook Dates: 1/1/13 - 12/31/13 Total mentions: 60,263,480 86Connectivity Sentiment By Brand
Below is a breakdown of each connectivity sentiment by OEM.
Positive Neutral Negative
8.3% 5.63% 13.8% 27.7% 12.3% 1.5% 1.5% 6.9% 17.2% 15.8% 24.3% 5.6%
100%
90%
80%
Percentage of Total
70%
60%
82.7% 70% 75% 42.6% 48.1% 71.6% 76.8% 86.3% 61.4% 48.7% 35.1% 77.5%
50%
40%
30%
20%
10%
8.97% 22% 11.2% 28.7% 39.6% 26.9% 21.7% 6.9% 21.5% 35.5% 40.5% 16.9%
0%
Brands that drove the highest levels of connectivity discussion also saw a corellating increase of negative sentiment.
Sources: Twitter, Blogs, Forums, public Facebook Dates: 1/1/13 - 12/31/13 Total mentions: 60,263,480 87Brand Connectivity Breakdown: Share
of Conversation
Below is a breakdown of the leading OEMs by level of total conversation mentioning connectivity, as well as total discussion
around each manufacturer.
Percentage Of Total Connectivity Discussion
Dodge drove the largest percentage of connectivity discussion by a wide margin.
Sources: Twitter, Blogs, Forums, public Facebook Dates: 1/1/13 - 12/31/13 Total mentions: 60,263,480 88Brand Connectivity Breakdown: Conversation
Volume
Below is a breakdown of the leading OEMs by level of total conversation mentioning connectivity, as well as total discussion
around each manufacturer.
Total Volume
The brands that drove the most volume often did not drive high levels of connectivity discussion.
Sources: Twitter, Blogs, Forums, public Facebook Dates: 1/1/13 - 12/31/13 Total mentions: 60,263,480 89THANK
YOU
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