Connected Car - Ian Beavis, EVP at Nielsen Global Automotive

September 2014

CONNECTED CARPREPARED FOR AUTOTECH COUNCIL

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AutoTECHCAST is one of the largest and most trusted sources of information about consumer awareness and adoption of advanced and emerging new automotive technology. This year the study features over 70 technologies on topics including entertainment, safety, comfort and convenience, and powertrain and alternative fuel technologies. Since its inception in 2005, AutoTECHCAST has helped clients to guide product strategy, determine feature packaging and pricing, establish customer profiles, and forecast and track adoption rates.

HARRIS POLL AutoTECHCASTSM

o Familiarity with ‘Connected Car’o Interest in Connected Car in next vehicleo Preference for “built-in’ vs. ‘brought-in

designo Impact of data plan options on considerationo Trading more/data for

advertising/information

In 2014 the study included questions on the Connected Car!

o Privacy Concernso Connected Car Technologies

o Familiarityo Current Ownership/Usageo Interest in Owning

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CONNECTED CARPlease indicate how familiar you are with “Connected Cars”.

Base: Among those who evaluated connected car

Would you consider your [MAKE/MODEL] a “Connected Car”?


14%

42%

44%

Chart Title

Heard of, and familiarHeard of, but not familiarNever heard of

14%

69%

17%

Chart Title

Yes No Not sure

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CONNECTED CAR

Not at all in-terested

Somewhat in-terested

Interested Very interested Extremely in-terested

31% 37%

16%9% 6%

Chart Title

How interested are you in owning a “Connected Car” in the future?


I am concerned that owning a "Connected Car" would compromise my privacy.

"Connected Cars" provide more connection to the outside world than people need.

I would not consider a future vehicle purchase if it was not a "Connected Car".

65%

56%

16%

Chart Title

How much do you agree or disagree with each of the following statements?


% Somewhat/Strongly Agree

Which of the following would you prefer as incentive to allow advertising and/or anonymous data collection via your Connected Car system?


Reduced cost for data services on mobile plan More data on mobile plan for the same cost

31% 22%

27% 23%

Would allow advertising for… Would allow anonymous data collection for…

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Strong and growing majority are concerned about the volume of information companies know about them, and less than half trust companies to act responsibly with this information

“I am concerned about the increasing amount of personal information companies capture about

their customers these days.”

“Overall, I trust companies to act responsibly when it comes to using all the private data they

have on consumers.”

13%13%

23%21%

22%22%

31%31%

12%13%

2%2% 8%6%

18%17%

35%35%

37%41% Strongly agree

Somewhat agree

Neither agree or disagree

Somewhat disagree

Strongly disagree

2013 20132014 2014Base: General Public (2014, n=24,432; 2013, n=14,512) Q1080 Now, please tell us whether you agree or disagree to each of the following statements:

PRIVACY CONCERNS

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CONNECTED CARWhich of the following would you allow in return for lower costs or more data?


Collection of data about how I use my Connected Car System that would be combined with data from

thousands of other drivers.A 15 second audio advertisement that would run be-

fore I start listening to a streaming audio service in my vehicle.

Collection of data about how I drive that would be combined with data from thousands of other drivers.

Collection of data about where I drive that would be combined with data from thousands of other drivers.

Occasional visual advertisements (static, without dis-tracting video) that would appear on the vehicle's

screen in the center of the dash.Collection of data about how I use my Connected Car System in order to send ads that are tailored to my

specific interests.Collection of data about where I drive in order to send ads for businesses located in the area where I am driv-

ing.

None - I would not allow advertising or information to be collected.

17%

15%

14%

13%

11%

10%

10%

56%

All else being equal, if you were considering purchasing a vehicle with a “built-in” Connected Car system that uses a different data plan than your smartphone, how much more or less likely would you be to purchase the vehicle?


Much less likely

Somewhat less likely

No more or less likely

Somewhat more likely

Much more likely

31%20%

34%

10% 5%

Chart Title

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CONNECTED CARHow familiar are you with each of the following technologies that can be included in a car?


Which best describes the usage of the following technologies/features in your [MAKE/MODEL]?

Base: Familiar with technologies

Voice Activated Controls/ Features

Vehicle to Driver Comm.

Personal Assist. Serv.

Internet-Enabled Navigation

Vehicle Internet Connect.

Vehicle Mobile Apps

41% 34% 34% 34% 26% 23%

44%41% 41% 45%

47% 44%

16% 25% 24% 21% 27% 33%

Heard of, and familiar Heard of, but not familiar Never heard of





Vehicle Mobile Apps Vehicle Internet Connect.

34% 25%14% 11% 11% 8%

11%14%

11% 18% 15% 12%

46% 53%66% 61% 63% 69%

10% 8% 10% 9% 11% 12%

Capable, and I use Capable, but I don't use Not capable Not sure

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CONNECTED CARHow interested are you in having the following technologies/features included in the next vehicle you purchase?


Which of the following “Connected Car” systems do you prefer?

Base: At least somewhat interested in owning a connected car in the future




Vehicle Internet Connect.


Vehicle Mobile Apps

30% 28% 27%20% 19% 17%

% Very / Extremely Interested

"Built-in" system - A fully integrated system with the full capability of the Blutooth connected smartphone via the vehicle's built in

screen and controls. It has additional features exlusive to the par-ticular auto brand available either as standard or v

"Brought-in" system - Tethers smartphone via a USB cable or Blue-tooth to the vehicle. It provides specific functions such as contacts and playlists via the head unit screen. Uses smartphone's current

data plan.

65%

35%

Chart Title

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OnStar

SYNC

MyLink

U Connect

Blue Link

Connected Drive

Entune

CUE

Mbrace2

None of these

78%

33%

11%

10%

8%

4%

4%

3%

2%

13%

Chart Title

CONNECTED CARPlease select each of the following systems you are aware of.


Connected Car - Ian Beavis, EVP at Nielsen Global Automotive

Automotive

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