Most Drivers Unfamiliar with Intelligent Vehicle Sensing Features

June 30, 2010

This article is included in these additional categories:

Analytics, Automated & MarTech | Automotive | Brand Metrics | Data-driven | Retail & E-Commerce | Technology

A substantial majority of US drivers are unfamiliar with advanced intelligent vehicle sensing features, but potential interest exists, according to a new study from Harris Interactive.

Drivers See Value in Blind Spot Detection
Though only 6% of drivers indicate they are extremely or very familiar with blind spot and cross-traffic detection systems, there is obvious interest in these features, with one-quarter (24%) of drivers saying they would be extremely or very likely to purchase this for their next vehicle. Furthermore, only 15% of drivers are not at all likely to purchase these systems.


Blind spot detection features identify people, other vehicles, or objects within vehicles’ blind spots and provide an instant warning to the driver. Similarly, cross-traffic detection systems can detect vehicles, people or objects in a vehicle’s path while backing out of a parking space and alert the driver.

Driver Recognition Systems Have Low Recognition
Despite low familiarity with driver recognition systems (5% very/extremely familiar) interest in this feature has remained constant since 2005, with 22% indicating they would be extremely or very likely to purchase for their next vehicle. This system allows multiple drivers of a vehicle the ability to program various vehicle settings including seat positions, mirror positions, and climate control & stereo settings that can all be activated when the driver enters the vehicle.


Drivers in the Dark about Night Vision
Similar to the other advanced vehicle intelligent sensing technologies, familiarity with night vision systems is low, with only 6% who are extremely or very familiar, though nearly one quarter (24%) would consider purchasing this feature for their next vehicle. This technology provides the driver with a high-beam image of the road ahead, without distracting other drivers, using an infrared light beam that is invisible to the human eye. An on-board camera is used to capture images up to 500 feet away that are then presented on a display in the vehicle’s cockpit.

Parking Assist Has Highest Familiarity, Lowest Interest
Given the recent promotion of parking assist systems by car companies, it’s not surprising 11% are extremely or very familiar with this technology. However, compared to the other technologies, fewer drivers are likely to consider purchasing this technology (12%). In addition, a substantial 38% of drivers are not at all likely to consider purchasing a parking assist system.

Parking assist systems help drivers park backwards or parallel park using a built-in computer and small sensors located at the rear of the vehicle. After confirming feasibility of targeted parking position, the vehicle’s parking movements would be done automatically by the vehicle.

GPS Puts Automotive Infotainment Revenue on Downward Slide
The global market for “automotive infotainment” will decline in the next five years with GPS as a major driver, according to new data from ABI Research. The global compound annual growth rate (CAGR) for revenue from automotive infotainment products and technologies (which includes in-vehicle navigation, audio, video and Internet) between 2010 and 2015 is expected to be negative 3.5%.

ABI bases this prediction on its forecast of a 15.9% shrinkage in the worldwide automotive infotainment market from more than $29.5 billion this year to $24.8 billion in 2015.

About the Data: The AutoTECHCAST study was conducted online within the United States by Harris Interactive between April 6-26, 2010 among 12,225 U.S. adults ages 18 and older and who own or lease a vehicle, have a valid driver’s license, have at least one household vehicle, own a vehicle model year 2005 or newer, and are at least 50 percent involved in the decision to buy their next household vehicle. Results were weighted as needed for age, gender, education, region and income and to properly represent U.S. vehicle segment owners. Propensity score weighting also was used to adjust for respondents’ propensity to be online.

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