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Autotrader Study Shows Consumers Want Autonomous Features

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Jan. 6, 2016—The 2016 Autotrader Car Tech Impact Study was released on Tuesday and the results show that consumers want vehicles with autonomous features.

The research for the study was conducted online by KS&R online among 1,012 U.S. vehicle shoppers in September 2015. The study shows that 70 percent of car shoppers surveyed are more likely to consider vehicles with autonomous features.

"As consumers hear more about autonomous features like automatic braking and collision avoidance technologies, and they begin to understand how they work or actually experience them, they appreciate what they do and they want them," said Michelle Krebs, Autotrader senior analyst.

Other findings in the study show that 3 percent of consumers say that advanced safety features are more important to them than information and entertainment features and 47 percent of consumers said they would sync their vehicle if they owned a smart watch.

Other notable findings from the study:

  • 46 percent of consumers surveyed would pay up to $1,499 for an interactive dashboard
  • 65 percent of consumers surveyed said they would switch brands to get the technology features they wanted (up 9 percent from 2014)
  • 65 percent of consumers surveyed say they would watch the road even though they wouldn't be driving in a self-driving or autonomous vehicle; only 11 percent say they would use the time to work.
  • 39 percent of consumers would prefer the navigation system on a smartphone rather than the one built into their vehicles (up 19 percent from 2014)

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