2019 Automotive user experience consumer analysis

2019 Automotive user experience consumer analysis

Publication Date: 17-Dec-2019
Number of Pages: 157

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 8,000 vehicle owners intending to purchase a new vehicle within the next 36 months, across eight key automotive markets— the United States, China, Germany, the United Kingdom, Japan, India (new), Brazil (new) and South Korea (new).

Updated annually since 2013, IHS Markit Consumer Surveys offer three surveys on new car intenders:

  • Automotive Connected Car Consumer Analysis
  • Automotive User Experience Consumer Analysis
  • Automotive E-Mobility Analysis (new)

These surveys enable you to:

  • Identify which services and features are must-haves for consumers intending to purchase a new vehicle for personal use in the next three years
  • Understand 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.

Vehicles are increasingly defined not only by the technology and features enabled, but by the underlying UX connecting them all together. In the next five years, it is estimated that the automotive industry will add more than 44 million new display systems, enabling all-new content flexibility for automakers to attract new consumers. At the same time, rapid advancements in speech recognition and driver monitoring capabilities will offer an even more intuitive and rich in-vehicle experience for the next generation of vehicle interiors.

The Automotive User Experience Consumer Analysis survey will identify:

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
    • Touchscreen
    • 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

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
  • Clova
  • ...and more

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.

AutoTechInsight provides the ability to access the wealth of recognized thought leadership, data, and analysis from IHS Automotive on a broad spectrum of industry topics and sectors. AutoTechInsight offers a lens into more than a dozen vehicle component categories. Each service provides the insight you need to anticipate future demand, access competitive intelligence, and stay abreast of changing dynamics.

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

Click here to see the full list of our services and how each one can help you with your key decision making

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