Harris Interactive AutoTECHCAST 2010: The Fast and Furiously Inno vative 06.23.10

The Fast and Furiously Innovative

Only handfuls of drivers very familiar with advanced vehicle intelligent
sensing features


New York, N.Y. - June 23, 2010 - Familiarity with advanced vehicle
intelligent sensing features is very low among American drivers
<outbind://8/#_ftn1> [1], with fewer than one in 10 indicating they are very
familiar with the following features: blind spot and cross-traffic detection
systems (6% extremely/very familiar), driver recognition systems (5%) and
night vision systems (6%). Additionally, though slightly higher, only about
one in ten drivers are very familiar with parking assist systems (11%). 

 

However, despite low familiarity, greater minorities of drivers indicate
likelihood to purchase these features for their next new vehicle, indicating
if automakers and suppliers educated consumers more about these
technologies, interest may increase.

 

"Although these technologies are not well known today, expect many of them
to become commonplace over the next few years," says Dave Pulaski, Vice
President of Automotive & Transportation for Harris Interactive.  "Once
consumers learn about these features and their benefits, they will clamor
for them."

 

This is continuing coverage from the Harris Interactive 2010 AutoTECHCAST
study, an annual survey of adult vehicle owners in the United States
conducted between April 6, 2010 - April 26, 2010 that studies 69 advanced
automotive technologies spanning across several categories that include:
Entertainment, Exterior Comfort & Convenience, Glass, Intelligent Sensing,
Interior Comfort & Convenience, Lighting, Powertrain & Alternative Fuels,
Ride & Handling, Safety, and Telematics.

 

Blind Spot and Cross-Traffic Detection

Though only 6% 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 said they would be extremely or
very likely to purchase this for their next vehicle <outbind://8/#_ftn2>
[2]. 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 System

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. 

 

Night Vision System

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 System

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%). 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. 

 

"I've seen people at auto shows crowding around the demonstrations of
parking assist, and I've had friends and acquaintances drive me around just
to show off their newest gadgetry," comments David Duganne.  "Increased
consumer education could do much to spark sales."

 

 

 

 

TABLE 1

FAMILIARITY WITH TECHNOLOGIES

"How familiar are you with [INSERT TECHNOLOGY NAME] technology?"

Base: Adults who evaluated each technology


 

Blind Spot and Cross-Traffic Detection

Driver Recognition System

Night Vision System

Parking Assist System


Base

991

989

987

979


 

%

%

%

%


TOP 2 BOX (NET)

6

5

6

11


Extremely Familiar

2

3

3

4


Very Familiar

4

2

3

7


Familiar

11

7

8

20


BOTTOM 2 Box (NET)

82

88

86

69


Somewhat Familiar

29

23

30

35


Not At All Familiar

53

65

56

34

 (Note: Percentages may not add up to 100% due to rounding).

 

  

TABLE 2

LIKELIHOOD TO PURCHASE TECHNOLOGIES BEFORE EXPOSURE TO PRICE

"Please read the following description of the [INSERT TECHNOLOGY NAME]
technology. How likely would you be to purchase this technology on your next
new vehicle?"

Base: Adults who evaluated each technology


 

Blind Spot and Cross-Traffic Detection

Driver Recognition System

Night Vision System

Parking Assist System


Base

991

989

987

979


 

%

%

%

%


TOP 2 BOX (NET)

24

22

24

12


Extremely Likely

10

11

8

5


Very Likely

14

11

15

8


Likely

19

20

19

16


BOTTOM 2 Box (NET)

57

59

57

71


Somewhat Likely

41

30

37

33


Not At All Likely

15

29

20

38

 (Note: Percentages may not add up to 100% due to rounding).


Methodology 


The AutoTECHCAST study was conducted online within the United States by
Harris Interactive between April 6, 2010 - April 26, 2010 among 12,225 U.S.
adults ages 18 and over 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.  


About Harris Interactive 


Harris Interactive is one of the world's leading custom market research
firms, leveraging research, technology, and business acumen to transform
relevant insight into actionable foresight. Known widely for the Harris Poll
and for pioneering innovative research methodologies, Harris offers
expertise in a wide range of industries including healthcare, technology,
public affairs, energy, telecommunications, financial services, insurance,
media, retail, restaurant, and consumer package goods. Serving clients in
over 215 countries and territories through our North American, European, and
Asian offices and a network of independent market research firms, Harris
Interactive specializes in delivering research solutions that help us - and
our clients - stay ahead of what's next. For more information, please visit
<http://www.harrisinteractive.com/> www.harrisinteractive.com.

 


  _____  

 <outbind://8/#_ftnref1> [1] U.S. adults ages 18 and over 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

 <outbind://8/#_ftnref2> [2] The data included for purchase consideration
were gathered before giving respondents price information.

 

 

 Right-click here to download pictures. To help protect your privacy,
Outlook prevented automatic download of this picture from the Internet.
Right-click here to download pictures. To help protect your privacy, Outlook
prevented automatic download of this picture from the Internet.
Right-click here to download pictures. To help protect your privacy, Outlook
prevented automatic download of this picture from the Internet.
cid:image001.jpg@01CA1FE5.56A890E0
file:///c:/temp/msohtmlclip1/01/clip_image001.jpg> 

 

Corporate Communications
+01 212 539 9600

161 Avenue of the Americas, 6th Floor

New York, NY 10013

 <http://www.harrisinteractive.com/> www.harrisinteractive.com 

 

 <http://www.twitter.com/harrispoll> Follow The Harris Poll on Twitter!