Presented at Autotech Council September 2014

1. CONNECTED CAR
PREPARED FOR AUTOTECH COUNCIL
September 2014

2. Copyright ©2014 The Nielsen Company. Confidential and proprietary.
2
HARRIS POLL AutoTECHCASTSM
AutoTECHCAST is one of the largest and most trusted sources of information about
consumer awareness and adoption of advanced and emerging new automotive
technology. This year the study features over 70 technologies on topics including
entertainment, safety, comfort and convenience, and powertrain and alternative fuel
technologies. Since its inception in 2005, AutoTECHCAST has helped clients to guide
product strategy, determine feature packaging and pricing, establish customer
profiles, and forecast and track adoption rates.
In 2014 the study included questions on the Connected Car!
o Familiarity with ‘Connected Car’
o Interest in Connected Car in next vehicle
o Preference for “built-in’ vs. ‘brought-in
design
o Impact of data plan options on consideration
o Trading more/data for
advertising/information
o Privacy Concerns
o Connected Car Technologies
o Familiarity
o Current Ownership/Usage
o Interest in Owning

3. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
3
CONNECTED CAR
Please indicate how familiar you are with
“Connected Cars”.
Base: Among those who evaluated connected car
Would you consider your [MAKE/MODEL] a
“Connected Car”?
Base: Among those who evaluated connected car
Heard of, and familiar
Heard of, but not familiar
Never heard of
14%
42%
44%
Yes No Not sure
14%
69%
17%

4. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
4
CONNECTED CAR
31%
37%
16%
9% 6%
Not at all interested Somewhat
interested
Interested Very interested Extremely
interested
How interested are you in owning a
“Connected Car” in the future?
Base: Among those who evaluated connected car
65%
56%
16%
I am concerned that owning a "Connected Car"
would compromise my privacy.
"Connected Cars" provide more connection to
the outside world than people need.
I would not consider a future vehicle purchase if
it was not a "Connected Car".
How much do you agree or disagree
with each of the following statements?
Base: Among those who evaluated connected car
% Somewhat/Strongly Agree
Which of the following would you prefer
as incentive to allow advertising and/or
anonymous data collection via your
Connected Car system?
Base: Among those who evaluated connected car
Would allow advertising for… Would allow anonymous data collection for…
31% 22%
27% 23%
Reduced cost for data services on mobile plan More data on mobile plan for the same cost

5. Copyright ©2014 The Nielsen Company. Confidential and proprietary.
5
PRIVACY CONCERNS
Strong and growing majority are concerned about the volume of information companies
know about them, and less than half trust companies to act responsibly with this
information
“I am concerned about the increasing amount of
personal information companies capture about
their customers these days.”
“Overall, I trust companies to act responsibly
when it comes to using all the private data they
have on consumers.”
13% 12%
31% 31%
22% 22%
21% 23%
13% 13%
41% 37%
35%
35%
17% 18%
2% 2% 6% 8%
STRONGLY
AGREE
SOMEWHAT
AGREE
NEITHER AGREE
OR DISAGREE
SOMEWHAT
DISAGREE
STRONGLY
DISAGREE
2014 2013 2014 2013
Base: General Public (2014, n=24,432; 2013, n=14,512) Q1080 Now, please tell us whether you agree or disagree to each of the following statements:

6. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
6
CONNECTED CAR
Which of the following would you allow
in return for lower costs or more data?
Base: Among those who evaluated connected car
17%
15%
14%
13%
11%
10%
10%
56%
Collection of data about how I use my
Connected Car System that would be…
A 15 second audio advertisement that would
run before I start listening to a streaming…
Collection of data about how I drive that
would be combined with data from…
Collection of data about where I drive that
would be combined with data from…
Occasional visual advertisements (static,
without distracting video) that would appear…
Collection of data about how I use my
Connected Car System in order to send ads…
Collection of data about where I drive in order
to send ads for businesses located in the…
None - I would not allow advertising or
information to be collected.
All else being equal, if you were considering
purchasing a vehicle with a “built-in” Connected Car
system that uses a different data plan than your
smartphone, how much more or less likely would
you be to purchase the vehicle?
Base: Among those who evaluated connected car
31%
20%
34%
10%
5%
Much less
likely
Somewhat less
likely
No more or
less likely
Somewhat
more likely
Much more
likely

7. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
7
CONNECTED CAR
How familiar are you with
each of the following
technologies that can be
included in a car?
Base: Among those who evaluated
connected car
Which best describes the
usage of the following
technologies/features in
your [MAKE/MODEL]?
Base: Familiar with technologies
41% 34% 34% 34% 26% 23%
44%
41% 41% 45%
47% 44%
16% 25% 24% 21% 27% 33%
Voice Activated
Controls/ Features
Vehicle to Driver
Comm.
Personal Assist. Serv. Internet-Enabled
Navigation
Vehicle Internet
Connect.
Vehicle Mobile Apps
Heard of, and familiar Heard of, but not familiar Never heard of
34% 25%
14% 11% 11% 8%
11%
14%
11% 18% 15% 12%
46% 53%
66% 61% 63%
69%
10% 8% 10% 9% 11% 12%
Vehicle to Driver
Comm.
Voice Activated
Controls/ Features
Internet-Enabled
Navigation
Personal Assist. Serv. Vehicle Mobile Apps Vehicle Internet
Connect.
Capable, and I use Capable, but I don't use Not capable Not sure

8. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
8
CONNECTED CAR
How interested are you in
having the following
technologies/features
included in the next
vehicle you purchase?
Base: Among those who evaluated
connected car
Which of the following
“Connected Car” systems
do you prefer?
Base: At least somewhat interested in
owning a connected car in the future
30% 28% 27%
% Very / Extremely Interested
20% 19% 17%
Vehicle to Driver
Comm.
Voice Activated
Controls/ Features
Internet-Enabled
Navigation
Vehicle Internet
Connect.
Personal Assist.
Serv.
Vehicle Mobile
Apps
65%
35%
"Built-in" system - A fully integrated system with the full
capability of the Blutooth connected smartphone via the
vehicle's built in screen and controls. It has additional
features exlusive to the particular auto brand available either
as standard or v
"Brought-in" system - Tethers smartphone via a USB cable or
Bluetooth to the vehicle. It provides specific functions such
as contacts and playlists via the head unit screen. Uses
smartphone's current data plan.

9. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
9
78%
33%
11%
10%
8%
4%
4%
3%
2%
13%
OnStar
SYNC
MyLink
U Connect
Blue Link
Connected Drive
Entune
CUE
Mbrace2
None of these
CONNECTED CAR
Please select each of the following
systems you are aware of.
Base: Among those who evaluated connected car