Automakers struggle to find smart-home niche, concludes Strategy Analytics

Functions Which are perceived as Adding Most Value from a Safety or Cost-Saving Standpoint, or are Directly Relevant to the Car, Will Rise Up in Importance.

September 25, 2018

BOSTON--(BUSINESS WIRE)--As the “connected things” or “smart home” movement continues to expand, automakers and associated industries have struggled to find their niche within it. In a new report from the Strategy Analytics’ In-Vehicle UX (IVX) team, “Use Cases for In-Car Smart Home Features Should be Carefully Considered”, consumers in the US, Western Europe, and China were surveyed regarding their interest towards in-car smart home features. In general, security features generated higher interest than features integrated for entertainment systems.

Key report findings:

  • Highest interest for in-car smart home was found in the younger to mid-age demographic.
  • Turning lights on/off and opening/closing garage doors were the features that had the highest interest overall in all regions surveyed.

Monica Wong, Research Analyst and report author commented, “Our present research finds that while consumers show broad interest in smart home integration for the car, not all use cases are equally valued by consumers. This follows a broader pattern similar to one we have noted in research on telematics and remote vehicle management. Functions which are perceived as adding the most value from a safety or cost-saving standpoint or directly relevant to the car, will rise up in importance. It should come as no surprise then that integrated functions such as securing the garage door are considered with more importance across many demographic segments.”

Added Chris Schreiner, Director, Syndicated Research UXIP: “While OEMs consistently strive to show that they are on top of innovative trends outside of automotive, they also need to ensure they comprehend the UX challenges those industries face. If they do not, the solutions OEMs end up providing will fall short of consumer expectations.”

About In-vehicle UX

Our In-vehicle User Experience (IVX) service investigates UX innovation opportunities in the connected vehicle. By understanding the emerging behaviors, needs, motivations, use cases, pain-points and “must-have” experiences of lead adopters and future target consumers, IVX delivers a roadmap to help you design the optimal experience. IVX forms part of the User Experience Innovation Practice (UXIP) at Strategy Analytics. Through both syndicated and proprietary user-centric research capabilities, UXIP delivers strategic insights and analysis on how to optimize the user experience of new and emerging technologies.

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