In-car parking information is drivers' most desired connected car feature, survey finds

MANILA: The latest Connected Features Interest Survey Report by TechInsights reveals that the most requested in-car connected service by drivers worldwide is determining parking space availability nearby.

4,990 drivers in the USA, UK, Germany, France, Italy, and China were asked to rank their interest in each service for the report's assessment of 28 connected features.

Among the most desired features worldwide are driving-related functionalities, such as determining whether there are parking spots available near a destination, traffic alerts, and the ability to pay for parking, fuel, and tolls from the vehicle. Chinese drivers considered in-car parking information to be the most valuable feature, while European drivers ranked it as their second priority, just 1% behind the top pick. American respondents gave it a rating of 67%, placing it just 3% behind their top priority, traffic information.

Drivers in Western Europe and China are increasingly concerned if they will be able to secure a parking slot at their destination. The survey results demonstrate how drivers' expectations for seamless integration of parking into in-car navigation are growing.

The survey also reveals that not only early adopters want this type of technology in their cars. Having in-car connected services that assist with locating a parking space was also the top concern for late adopters in Europe. 

In the USA, 18 to 24 year olds and 35 to 44 year olds both listed parking space information as their top priority, placing it six places above traffic alerts. This demonstrates how the younger generation wants to avoid getting a constant bombardment of messages while traveling and prefers to be automatically rerouted to their destination.

The survey results also show how in-car payments have evolved from a feature that was primarily used by early adopters to one that is highly desired, with a probability of choice for 56% of global respondents and placing just 12% behind the top global priority. There is an increasing demand for in-vehicle payments for services like parking, fuel, and tolls, as well as food, across all age groups and levels of technology engagement. According to the study, drivers are becoming more confident while using these services as a result of the reduction of perceived complexity and the value placed on the improved convenience and elimination of need for physical contact.

Figures from China indicate that the ability to make in-car payments has evolved from being a “nice-to-have” to a “highly desirable” established feature for many young drivers, with double-digit year-on-year growth anticipated in this market from 2022 to 2030. This reflects the fact that drivers now have more confidence in making payments from their cars and want a seamless user experience.

The survey also demonstrates how trendy new features, such as in-car games, email or social media integrations, and calendar management, are often viewed as far less appealing than those that are related to travel.

“As our roads get busier and drivers’ lives become more hectic, we are not surprised to see demand for journey-related connected features that make driving safer and more convenient, continuing to rise,” Parkopedia Chief Product Officer Duncan Licence commented. “However, the challenge now for OEMs is to prioritize the most in-demand services and provide a holistic driving experience with the seamless integration of navigation and parking services to take the stress out of their drivers’ journeys. This latest survey shows that many automakers are still lagging behind their customers’ expectations when it comes to delivering the right services, with select OEMs electing to withhold certain connected car features as a cost-saving. However, the data and feedback globally shows that many drivers are likely to avoid certain vehicles or brands if their data, mapping, and in-car payment services do not meet today’s expectations.”

Photo from Parkopedia

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