While safety, reliability, fuel economy and low running costs top the list of what people see as being ‘very important’ in a vehicle, over a third (36%) of those surveyed online rank having the latest driver technology in the same regards. Driver technology includes steering or parking assist, adaptive cruise control, and keyless entry or ignition.
Over a quarter (28%) of the online population also ranked having the latest passenger technology, which includes audio or video streaming and social network connectivity, as ‘very important’ to them.
Out of the 17 countries surveyed, Brazil, China and Korea have the highest percentages overall of people saying that the latest driver technology is ‘very important’ to them.
China, Brazil and Mexico, meanwhile, have the highest percentages of people rating the latest passenger technology as ‘very important’.
A notable difference in the responses was found when breaking down the results by income. In the highest income range (the top quarter of the total income in each country), 44% see the latest driver technology as ‘very important’, compared to the bottom quarter income band, which had 30%. A similar dip was seen across income quartiles for the importance of passenger technology as well.
In fact, income had an effect on what people see as important for a range of features, including the quality of workmanship, a comfortable and spacious interior, a powerful engine and the reputation of the manufacturer. However, other areas such as the fuel economy and environmental friendliness had much more even results across income ranges.
About the study
GfK conducted the online survey with over 22,000 consumers aged 15 or older across 17 countries. Fieldwork was completed in summer 2016. Data are weighted to reflect the demographic composition of the online population aged 15+ in each market. Countries covered are Argentina, Australia, Belgium, Brazil, Canada, China, France, Germany, Italy, Japan, Mexico, Netherlands, Russia, South Korea, Spain, UK and USA.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