A recent survey from the In-Vehicle UX group at Strategy Analytics has assessed consumer interest in and willingness to pay for rear-seat entertainment systems.
Interest in such systems is robust among younger and middle age groups, but lower across all other demographics. Preferences for video streaming or tablet docking solutions are apparent, while the percentage of consumers willing to pay for rear-seat entertainment systems is modest and relatively flat.
Surveying consumers in the US, the UK and China, Strategy Analytics has found that interest in rear-seat entertainment systems is strong across all regions, but only among 25-34 and 35-44 year olds.
The percentage of consumers willing to pay for rear-seat entertainment systems is modest among consumers in the US regardless of price point, but this percentage dips slightly at higher price points in Europe. However, of those interested in rear-seat entertainment, tablet docking stations and streaming video are often the most preferred method of delivery; and this has important implications regarding the type of internet connection necessary in future car models.
“Connectivity is playing an increasingly important role in consumers’ purchase decision, though large swaths of consumers are unwilling to pay a premium or a subscription for that connectivity,” comments Derek Viita Senior Analyst and report author. “OEMs must consider the inclusion of reliable and fast on-board connectivity a ‘must-have’ in future models for a variety of reasons, and the increased usage of streaming media for rear-seat entertainment is certainly one of them.”