German market research giant GfK believes that Generation Y’s (Gen Y) interest in all things “tech” is going to be critical for the future of the connected car industry.
GfK recently conducted a study in six key countries, US, UK, Germany, Brazil, Russia and China, looking at which features of connected cars appeal most to certain age groups.
Across Germany, UK and US, the GfK study showed that 46 percent of drivers aged up to 34 (Gen Y) find the idea of a fully integrated in-car entertainment system very or extremely appealing. This is more than double the percentage (20%) for drivers ages 45 and over.
Whilst in Brazil, Russia, and China in-car entertainment was found to appeal strongly to over half (55%) of those aged up to 34 compared to just one third (33%) of those aged 45 and over.
Gen Y is seen to be crucial to the success of the connected car market because the upper band of Gen Y drivers, those aged 25 to 34, drive more than other age groups. In the developed markets surveyed, they spend an average of five hours a week driving, compared to 4.6 hours for those aged 45 and over; and in the developing markets, the figures are 6.1 hours versus 5.6 hours.
Gen Y drivers also aspire to certain driving experiences that connected cars can readily tap. In Germany, UK and US, drivers aged up to 34 are more likely to want to feel “proud” (20% vs. 10% of those aged 45 and over) and “excited” (13% vs. 7% of the older group) while driving. These aspirations are also seen in Brazil, Russia and China, but more evenly across the age groups.
Finally, three quarters (75%) of Gen Y drivers in the developed markets surveyed, and 79 percent in the developing markets, believe that they are likely to be using their own, personal car in five years’ time.
GfK conducted online interviews with 6,000 consumers aged 16 and older, who hold a driving license in the six markets. Fieldwork was carried out up to November 2014.