2018 Automotive user experience consumer analysis

2018 Automotive user experience consumer analysis

Publication Date: 21-Aug-2018

IHS Markit Consumer Survey reports and companion databases indicate that innovative technologies, new services, and increased connectivity are key deciding factors when considering a new vehicle purchase. The surveys take input from more than 5,000 vehicle owners intending to purchase a new vehicle within the next 36 months, across five key automotive markets—the United States, Japan (new), China, Germany, and the United Kingdom.

Updated annually since 2013, IHS Markit offers three surveys of new car intenders:

  • User Experience
  • Connected Services and Apps
  • Premium Audio

The surveys enable you to

  • Understand which services are must-haves for consumers intending to purchase a new vehicle for personal use in the next three years
  • Gain an understanding on the propensity of consumers who would be willing to pay for these advanced technologies – and assess how much they would be willing to spend
  • Anticipate market needs for new solutions

Consumer Insight reports published before 2020 are published in downloadable PDF format.

Heads up display (HUD)

  • Awareness of combiner and windscreen HUDs
  • Interest and willingness to pay for HUD
  • Availability impact on future vehicle purchase decision
  • Content preferences
  • Importance of instrument cluster display with HUD


  • Interest in, willingness to pay for display audio
  • Opinions toward built-in displays
  • Preferred size ranges and orientation for center stack displays
  • Interest in, willingness to pay for passenger entertainment
  • Interest in, willingness to pay for display mirrors
  • Preferred outputs:
    • Center stack display
    • Instrument cluster display
    • Heads-up display
    • Spoken feedback
    • Audible cues
    • Haptic feedback
  • By function:
    • Radio/media playback
    • Phone calling
    • Text messaging, emailing
    • Smartphone/in-vehicle apps
    • Navigation
    • Vehicle status
    • Driving status
    • Safety systems

Driver monitoring

  • Interest in, willingness to pay for facial driver monitoring
  • Interest in features enabled by driver monitoring
  • Secure access to vehicle
  • Distraction detection
  • Preloaded preferences
  • Augmented reality HUD
  • ...and more


  • Familiarity with, favorability of touchscreens
  • Touch vs physical button controls
  • Transmission shifter HMI
  • Preferred inputs:
    • Individual buttons/knobs
    • MFC/touchpad
    • Speech recognition
    • Steering wheel controls
    • Gesture recognition
  • By function:
    • Radio
    • Media/iPod/CD
    • Phone calling
    • Text messaging, emailing
    • Smartphone/in-vehicle apps
    • Navigation
    • Climate control
    • System settings
    • Interest in, willingness to pay for:
    • Steering wheel controls
    • Bluetooth
    • Gesture recognition

Speech & virtual personal assistants (VPA)

  • Current usage, opinions on performance
  • Interest in, willingness to pay for speech
  • Desired speech features in next vehicle
  • Familiarity with consumer electronics VPAs
  • Interest in CE VPA in the car
  • Automaker vs CE speech in the car
  • VPAs tracked include:
    • Amazon Alexa
    • Siri
    • Google Assistant
    • AliGenie
    • Duer
    • iFLYTEK
    • Clova
    • ...and more

Brian RhodesImage result for brian rhodes ihs

Brian Rhodes is an analyst of automotive technology, focusing on user interface and user experience applications. His primary responsibilities include tracking various automotive HMI applications including Center Stack Displays, Instrument Clusters, Head-Up Displays, touch screens, speech recognition, and more on a global basis. His role also includes assessments and benchmarking of vehicle infotainment usability, as well as speaking to the market on behalf of IHS Markit at automotive technology related conferences across the United States.

Prior to joining IHS Markit in 2015, his work experience includes several positions in governmental and legal offices as well as market research positions in urban development, finance, and automotive. Brian received both a Bachelor of Business Administration in Marketing and a Bachelor of Arts in Political Science from the University of Michigan-Dearborn.

Email this contact: Brian.Rhodes@ihsmarkit.com

From key trends affecting today’s business environment to forward-looking forecasts of future output, AutoTechInsight provides the information you need to develop strategy for each of its services.

Staying abreast of automotive sector/topic-specific developments, trends, and competitive activity can be time-consuming. With many sources available, it is often difficult to find critical and reliable market information that stakeholders of the automotive industry need. Conducting business analysis, product, or market strategy assessments without validated market data is risky.

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Services coverage include:

  • Autonomous Driving
  • Connected Car
  • User Interface and Experience (UI/UX)
  • Lighting
  • E/E & Semi
  • Interior Comfort and Passive Safety
  • Thermal Management
  • OEM Strategy
  • Materials and Lightweighting
  • Chassis
  • E-Mobility
  • Powertrain Component

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