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Automotive Consumer Surveys

Gain car buyers opinions about premium audio, autonomous driving and connected car apps

How do you track the changing automotive lifestyles of today’s “connected” consumer?

IHS Markit Consumer Survey reports and companion databases indicate that innovative technologies, new services and increased connectivity are key deciding factors when considering a new vehicle purchase. The surveys take input from more than 5,000 vehicle owners intending to purchase a new vehicle within the next 36 months, across five key automotive markets - The United States, China, Germany, the United Kingdom, and Japan (new).

These surveys enable you to:

  • Identify which services are must-haves for consumers intending to purchase a new vehicle for personal use in the next three years
  • Understand the propensity of consumers who would be willing to pay for these advanced technologies and assess how much they would be willing to spend
  • Anticipate market needs for new solutions

Updated annually since 2013, IHS Markit offers three consumer surveys containing the thoughts of new car intenders on the following topics:

  • Automotive Connected Services Consumer Analysis
  • Automotive User Experience Consumer Analysis
  • Automotive Premium Audio Consumer Analysis

Deliverables include written reports in PDF format based on PowerPoints and datasets formatted in Excel and SPSS. Surveys are available individually via our ecommerce store.

Available Surveys

Connected services and apps

Today’s consumers demand that their infotainment system have connected features, such as emergency response notification, remote vehicle controls, turn-by-turn navigation, Wi-Fi, telemetry services, and more. IHS Markit estimates that some 158 million total vehicles are connected today and that 438 million will be connected by 2023. Today’s consumers expect a fresh software experience throughout the duration of ownership and for performance lag and bugs to be resolved through speedy over-the-air updates and ongoing software enhancements. Today, this is an engrained customer expectation largely driven by their experiences within the mobile space. This means automotive-centric apps and connected solutions that mimic what the consumer is used to in the mobile-, smart home-, wearable technology-, and PC- space is paramount to automakers facing a growing threat from IT companies who are entering the automotive space, like Google and Apple. Topics cover:

  • Connected hardware
  • Apps in the car
  • Platform information
  • Services
  • Autonomy and urban mobility
User experience

Vehicles are increasingly defined not only by the technology and features enabled, but by the underlying UX connecting them all together. In the next five years, it is estimated that the automotive industry will add more than 44 million new display systems, enabling all-new content flexibility for automakers to attract new consumers. At the same time, rapid advancements in speech recognition and driver monitoring capabilites with offer an even more intuitive and rich in-vehicle experience for the next generation of vehicle interiors. Topics cover:

  • Heads-up display
  • Driver monitoring
  • Speech & virtual personal assistants
Premium audio

Premium audio remains a key feature in the mind of the consumer when purchasing a vehicle or selecting trims and packages. For many, a good audio system is what keeps them entertained and informed while behind the wheel. In the next five years, branded audio production will grow by more than 2 million units while unbranded options will grow by 9 million units. This increase does not represent speakers alone, but also opportunities for sound enhancement software, surround sound, and many more features. Topics cover:

  • How consumers listen to audio
  • Premium audio purchase decision
  • Audio features
  • Audio brand analysis
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