JD Power Study Shows Many Consumers Don’t Use In-Car Technology

Although a large number of consumers are buying cars these days that are equipped with advanced technological capabilities, are they actually using the functionality as much as expected? A new study from JD Power indicates, in fact, many customers are paying for a lot of in-car technology that they never actually use, and the reason may be quite simple.

“In many cases, owners simply prefer to use their smartphone or tablet because it meets their needs; they’re familiar with the device and it’s accurate,” explained Kristin Kolodge, executive director of driver interaction & HMI research at JD Power. “In-vehicle connectivity technology that’s not used results in millions of dollars of lost value for both consumers and the manufacturers.”

The study found at least 20 percent of new-vehicle owners have never used 16 of the 33 technology features that were measured in JD Power’s analysis of the “Driver Interactive Vehicle Experience.” Concierge services were the least used of the technology features that were analyzed, with 43 percent of owners indicating that they don’t use them. This was followed closely by wireless hot spots, automated parking systems, and built-in apps.

As we all know, many major car companies have opened up offices in Silicon Valley and have poured billions of dollars into research on automated driving systems and connectivity technologies in an attempt to attract younger and more tech-savvy consumers. However, Kolodge says that many of those tech-savvy buyers prefer to use the technology that they already own over the systems that are built into the vehicles that they purchase.

Don’t worry, Kolodge still agrees technology can be used to make automakers stand out from the competition, and it’s all about offering the right features. “It’s not just technology for technology’s sake,” she said. “It’s having the appropriate technology. Technology that’s going to add value.”

There’s no question car manufacturers are constantly re-evaluating the technology that they put into their vehicles, to make their brands as enticing as possible to a wide consumer base. On the other side, many customers aren’t actually fully aware of what technology is included in various types of “extras” packages that they purchase with a new vehicle. For example, heated seats might be bundled with navigation systems, without the car-buyer actually realizing it.

According to the JD Power report, another problem is that dealers don’t always adequately describe the technology or its benefits.

“The first 30 days are critical,” said Kolodge. “That first-time experience with the technology is the make-it-or-break-it stage. Automakers need to get it right the first time, or owners will simply use their own mobile device instead of the in-vehicle technology.”

Although many auto technology analysts expect Apple’s Car Play system and its competitor, Android Auto, will revolutionize in-car connectivity by making the car screen comparable to a smartphone screen, Kolodge says that the study shows that 20 percent of people are not interested in that new technology. Of course, this percentage can radically change at any time, especially as in-car technology evolves further.

“We’ll be anxiously looking at these consumer experiences, as the technology becomes more and more prevalent, to see if it’s meeting the level of satisfaction,” said Kolodge. “We’re seeing this level of apprehension coming across from multiple data sources.”