AutoPacific is sharing the results of its new study designed to gauge consumer interest in various infotainment offerings of automakers, including large screens and passenger displays. The study measured consumer demand for various in-vehicle screens. This includes simple passenger side infotainment screens, full-width infotainment displays with passenger-specific functionality, windshield base displays and having the ability to use the screen to purchase products, technologies and vehicle upgrades.
Overall, AutoPacific's 2024 Future Attribute Demand Study (FADS) found a relatively modest overall demand (13%-18% depending on the screen type or functionality) with the greatest interest coming from those intending to purchase a 2-or 3-row large SUV, sports car or large car. Researchers say functionality seems to be driving consumer interest - with big screens and functionality appealing to young families and multi-taskers. Consumers with young children, who are most likely to intend to buy a large SUV, and those who use their vehicle for work-related activities such as deliveries, client transportation, vehicle sharing and conference calls, are the most interested in full-width infotainment displays, passenger side screens and on-screen purchase capabilities. Researchers say interest also rises consistently with the number of miles driven daily.
Study respondents also showed a preference for touch screen controls with tap or swipe functionality, with 28% of all surveyed respondents preferring this technique over buttons and rotary dials.
While some consumers and media are critical of larger screens, citing their potential for distraction, AutoPacific says safely executed large screen displays may enhance safety by displaying more “panes” of information on the screen, reducing the need for a driver to take their eyes off the road to actively swap between functions such as navigation and audio since both can be displayed at once. AutoPacific says another plus of big screens is that larger type fonts can be used, making them easier to read at a glance. The automotive market research and consulting firm contends it is of the utmost importance that large screen interfaces are designed to be simple to read and use, and not cram in too much distracting content.
The study surveyed over 14,000 consumers who intend to purchase or lease a new vehicle within the next 3 years. They were asked about their future vehicle intentions, from vehicle type, price range and powertrain to interest in 163 different features and technologies.
For more on this study visit AutoPacific's website here.
