Highlights of the connected car study:
- Low activation rates for a free trial of connected services are related to lack of awareness and ability to sign up, rather than lack of interest. Two-thirds (66%) of survey respondents were unaware of connected services before bought/leased their new or used connected car and more than half (57%) did not benefit from a free trial of Connected Services in dealerships. The results of our study suggest that activation rates for a free trial would be higher if car buyers had the option: eight in ten car buyers (81%). Free a free trial signed up and nearly half (45%) converted to a paid subscription after their free trial ended. Among them not offered a free trial of connected services in dealerships, seven in ten (71%) indicate that they would have been very/somewhat interested in signing up if it had been offered to them.
- Consumers need to be informed about the benefits of connected services. Nearly one-fifth (19%) of consumers indicated that they had not signed up for a free trial of connected services offered at the dealership. The top reason, cited by the majority (63%) of respondents, was that they did not see the benefit or value of connected services. Benefits of unrealized connected services can include the ability to locate, unlock or start a car, roadside assistance and vehicle diagnostics. Additionally, over-the-air (OTA) updates may be important to consumers, including infotainment-related map or GPS updates, audio updates, new app releases, streaming services, as well as driver control system updates, such as feature upgrades and security patches related to advanced driver assistance systems (ADAS).
- Automakers shouldn’t exclude used car buyers. New-vehicle buyers are twice as likely to be offered a free trial as used-car buyers, even if the technology is available and accessible. 83% of used connected car owners, which accounted for around a quarter of respondents, remain untapped and are potential customers of connected services.
- A more seamless experience could help consumers activate at their own pace. 64% of survey respondents said that having their information pre-filled in Connected Services activation forms would make them somewhat or much more likely to sign up. Automakers can help consumers by pre-filling connected services activation forms.
- Consumers expect automakers to keep them informed. Used car owners also indicated that they expect to receive further information from their automaker on specific topics related to their vehicles. Almost everyone (92%) should be contacted about safety recall notices, with warranty coverage coming in second, selected by 80% of respondents. The vehicle features that generated the most interest were safety and convenience services.
- Automakers can help consumers leverage their driving behavior data. 67% of respondents said they are aware that connected vehicles can capture and transmit telematics data, which can potentially be used to obtain insurance discounts. Only 22%, however, used their data for insurance discounts. Among respondents who had not used their data for insurance discounts, 71% said they would be interested.
“Now is the time for automakers to improve their customer journey and develop a comprehensive customer experience strategy using the advanced data and analytics available today, or lose to the competition in a tough market. “, said Greg Ross, head of connected car practice, motormindz. “Consumers tell us they are open to the engagement that connectivity provides and, in many cases, they expect it. Automakers can differentiate themselves from other automakers by creating a unique, high-level customer experience. quality that engages new and future owners throughout the vehicle life cycle and educates consumers on how connected services can support their needs and fulfill their busy lives.”
“One of the key takeaways is that by better understanding their customers, automakers can deliver products and services at the right time in a way that makes their customers feel valued and rewarded,” said Adam Hudson, Vice President and General Manager of Connected Car, LexisNexis Risk Solutions. “This continuous customer connection can help automotive brands continue to innovate and expand their connected service programs while improving the user experience. market and increased profits. »
For more information, download the LexisNexis Risk Solutions Connected Car e-book or learn more about its suite of offerings for automakers.
About LexisNexis Risk Solutions
LexisNexis® Risk Solutions harnesses the power of data and advanced analytics to deliver insights that help businesses and government entities reduce risk and improve decisions for the benefit of people everywhere. We provide data and technology solutions for a wide range of industries, including insurance, financial services, healthcare and government. Based in the Atlanta metro area, Georgia, we have offices around the world and are part of RELX (LSE: REL/NYSE: RELX), a global provider of information and analysis for professionals and businesses. For more information, please visit www.risk.lexisnexis.com and www.relx.com.
LexisNexis Risk Solutions
Brodeur Partners for LexisNexis Risk Solutions
1 Methodology: A total of 2,045 interviews were conducted November 18-30, 2021. The online panel sample was managed to ensure a representative sample of recent car buyers in the United States purchasing a 2017 or newer model year. Key demographics, including age, income, gender, and geographic region, were monitored to ensure respondent characteristics matched US Census demographic distributions.
SOURCE LexisNexis Risk Solutions