2024 Connected Car Consumer Survey - Understanding the connected service funnel: Consumer activation, subscription and usage

To understand consumer sentiment toward S&P Global Mobility’s technology forecasts, the Connected Car and Consumer Insights research teams conduct an annual consumer survey that serves as a quantitative input to these forecasts. By asking vehicle owners of certain model years a series of questions to gauge activation decisions, subscription lengths and costs, feature desirability and willingness to pay, analysts are able to develop the Feature Desirability and Willingness to Pay indexes, along with activation rates that are then factored into the Connected Car forecasts. Through statistical analysis and machine learning, Mobility analysts are able to extract key factors and weights (coefficients) that explain an application’s feature desirability score and how much consumers are willing to pay for it.

The 2024 S&P Connected Car Consumer Survey asked nearly 8,000 global participants questions regarding connected-vehicle services to understand consumer sentiment toward: Connected features and paid functional updates, feature preferences, willingness to pay for these services and features.

Results showed that respondents most commonly subscribed to safety and security-related connected features and services over maintenance and navigation. 
A third of all respondents globally wished to subscribe to connected services while the rest wished to use a free trial or did not wish to subscribe to these services at all. 
Overall, respondents increasingly trust automakers with their vehicle data over technology companies.