Apple CarPlay and Android Auto: A Paid-for Must-Have, finds Strategy Analytics

BOSTON, Oct. 16, 2017 /PRNewswire/ -- Access to smartphone apps through in-car HMI is increasingly important to consumers' purchase decisions. Mobile apps are preferred for many navigation tasks, especially more advanced ones. A new report from the In-vehicle UX (IVX) group at Strategy Analytics "Consumer Interest for In-Car Smartphone Mirroring is Almost Universal", surveying consumers in the US, Western Europe and China, has found that an increasing number of consumers feel that smartphone mirroring systems such as Apple CarPlay, Android Auto, and Baidu CarLife will be a "must-have" when purchasing their next vehicle and moreover, are willing to pay for them at almost any reasonable price point.

Click here for report: https://www.strategyanalytics.com/access-services/automotive/in-vehicle-ux/reports/report-detail/consumer-interest-for-in-car-smartphone-mirroring-is-almost-universal

Key report findings include:

• Interest for mirroring systems is robust across all regions with preference shown for Android Auto in the US and Apple CarPlay in Western Europe and China. Moreover, Strategy Analytics has found that once consumers have mirroring solutions, they are often used to the exclusion of embedded systems.
• Increasing interest in mirroring solutions is contributing to the fragmented infotainment landscape occurring across all regions. Furthermore, for a recently introduced infotainment feature, smartphone mirroring systems are a very strong pull for consumers.

Derek Viita, report author and Senior Analyst commented, "All of our research suggests that consumers will soon be ready to adopt CarPlay and Android Auto for their infotainment needs, which is another round of bad news for embedded navigation suppliers and OEMs that want to sell upgraded navigation systems." Continued Viita, "It also shows a missed opportunity: OEMs have been including these systems 'as standard,' when our research suggests that consumers would actually be willing to pay for them, even to the price of traditional navigation options."

Added Chris Schreiner, Director, Syndicated Research UXIP, "Consumers are increasingly relying on connected apps for a variety of purposes in the car due to frustrations with the user experience of embedded systems. It almost seems to be the case that the last remaining obstacle for the advance of smartphone mirroring is simply exposure."

About Strategy Analytics

Strategy Analytics, Inc. provides the competitive edge with advisory services, consulting and actionable market intelligence for emerging technology, mobile and wireless, digital consumer and automotive electronics companies. With offices in North America, Europe and Asia, Strategy Analytics delivers insights for enterprise success. www.StrategyAnalytics.com.

About In-vehicle UX

Our In-vehicle User Experience (IVX) service investigates UX innovation opportunities in the connected vehicle.  By understanding the emerging behaviors, needs, motivations, use cases, pain-points and "must-have" experiences of lead adopters and future target consumers, IVX delivers a roadmap to help you design the optimal experience.  IVX forms part of the User Experience Innovation Practice (UXIP) at Strategy Analytics. Through both syndicated and proprietary user-centric research capabilities, UXIP delivers strategic insights and analysis on how to optimize the user experience of new and emerging technologies. Click here for more information.

Press Contacts

US Contact: Derek Viita, +1 617 614 0772, [email protected]

European Contact: Diane O'Neill, +44(0) 1908 423 669, [email protected]

SOURCE Strategy Analytics