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Consumers Desire More Automated Automobiles, says Cisco Study

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A Cisco Survey reveals that half of all surveyed consumers globally purchase cars based on technology reputation of the brand

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JOHANNESBURG, South Africa– May 16, 2013 – Cisco today announced the results of the Cisco Customer Experience Report, which focuses on automobile buying and driving experience. The global report examined consumer preferences of the technology used when buying and driving an automobile. Consumers also identified key influences, preference for car dealers/ manufacturers to provide a more personal driving experience, and their trust in future automotive innovation.

The report demonstrated how information and technology is crucial to the surveyed consumer. . From the car purchasing experience to service maintenance, respondents are using more advanced communication technologies (e.g. mobile, text, telephone, websites, embedded communications devices, etc.) to engage with manufacturers and car dealerships. Results show roughly half (47%) of global consumers' value the technology adoption reputation of a brand when selecting a vehicle.

The report indicates that consumers are eager to see more changes in customisation, safety, time, and cost savings of transportation. It also shows that there is more willingness to provide personal information on driving habits in exchange for cost and time efficiency, and more trust in driverless automobiles.

Cisco believes that the Internet of Cars is an excellent example of how The Internet of Everything will transform the way we drive and change the automotive business. The Internet of Everything brings together people, process, data and things and makes networked connections from vehicles to vehicles, vehicles to people, and vehicles to everything a growing necessity. Cisco recently released an Internet of Everything Economic analysis that identified a $350 billion value at stake when commercial vehicles are connected. While the main benefits come from time and money saved, it's also an opportunity to realise the environmental gains from lower energy consumption and carbon emissions.

Key Highlights:

Prior to purchasing a vehicle, consumers prefer to begin their research online.

  • Most respondents begin their car purchasing process online: 83% of surveyed consumers prefer to research a car online, versus only 17% that prefer to call or go to a dealership.
  • Trust in manufacturer websites: 61% of respondents use manufacturing websites when researching a car. This is good news for the digital world as 78% of consumers trust their online research.

Consumers desire a more automated way to track car maintenance costs

  • Fuel prices impact on customer experience: 52% of the consumers surveyed want to track gas prices from a vehicle. Gas tracking was the highest priority for tracking information compared to 46% of the consumers wanting to track insurance prices, 35% tracking roadside assistance availability, and 32% wanted to track recall information.
  • Tracking car maintenance costs: Consumers' demand for tracking operating costs of vehicles was shown with 62% of respondents stating they would purchase a device designed to keep them on track with their monthly budget for gas and auto maintenance.

Consumers are willing to trade data for value in customisation, security and savings

  • Lower insurance/maintenance: 74% would allow their driving habits to be monitored in order to save on insurance, service maintenance or costs.
  • More personal security: 60% would provide biometric information such as fingerprints and DNA samples in return for personalised or car security.
  • Customised car: 65% would share personal information such as height/weight, driving habits, entertainment if this allowed a more customised vehicle and driving experience.

Customers Trust in Automated or Driverless Automobiles

  • More than half of the consumers surveyed (57%) would be likely to ride in a car controlled entirely by technology and does not require a human driver.
  • Kids on board: Consumers' trust dropped to 46% when asked if they would let their kids ride in driverless automobiles.

Executive Quote:

  • Leon Wright, Chief Technology Officer, Cisco South Africa

    “Most consumers expect to be connected to the internet wherever they are. Since they may spend much of their time in the car, it stands to reason that they want their car to be more connected. This consumer survey confirms that it is time to take the internet to the road and into our cars and that consumers' technology demands are more positive than many manufacturers imagine.”


Supporting Resources:

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