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封面
市场调查报告书
商品编码
1920922

客户之声：车载服务与功能，乘用车，中国，2024

Voice of Customer: In-Car Services and Features, Passenger Vehicles, China, 2024
出版日期: | 出版商: Frost & Sullivan | 英文 144 Pages | 商品交期: 最快1-2个工作天内

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简介目录

评估消费者对车载服务、按需功能、空中升级、连网功能、车辆细分市场和支付方式的观点

中国快速发展的联网汽车市场正不断适应消费者偏好的变化，新兴应用场景的普及正在塑造各个客户群的「新常态」。Frost & Sullivan公司发布的《客户之声：车载服务与功能，乘用车，中国，2024》研究报告揭示了中国车主和购车者如何使用车载互联解决方案、按需功能、空中软体更新、整合支付选项和其他互联服务。基于调查结果，分析也检验了消费者的支付行为和对各种服务的支付意愿。此外，研究也按车辆类型（乘用车、高阶车型和新能源汽车）对受访者进行细分，从而深入分析每个类别中各项功能的受欢迎程度、兴趣程度和优先需求。该研究基于对1414位参与中国智慧网联网汽车购买和使用的关键决策者和影响者的线上调查，其发现为寻求把握新机会的原始设备製造商（OEM）和服务供应商提供了切实可行的见解。

目录

计划方法和主要发现

  • 计划方法
  • 主要发现

行业概览

  • 软体对于实现未来出行方式至关重要。
  • “CASE 结束了，SDV 万岁！”
  • SDV的旅程才刚开始。
  • OEM营运的数位生态系统支援按需功能
  • Frost & Sullivan观察到，目前原始设备製造商 (OEM) 在提供随选服务方面采取了三种不同的方法。

调查目标和调查方法

  • 调查方法
  • 中国的样品

调查对象特征

  • 受访者概况：人口统计资讯
  • 受访者概况：家庭特征
  • 受访者概况：汽车拥有状况和驾驶状况
  • 车辆特性：引擎和车辆细分市场

汽车产业经验与意识

  • 人们对创新技术的兴趣日益浓厚
  • 大多数客户（56%）认为，数位化、连网汽车是未来最引人入胜的愿景。
  • 与其他城市相比，上海消费者对汽车的未来发展最具前瞻性。
  • 小型和中型SUV的驾驶者最有可能将未来的汽车视为「装在轮子上的智慧型手机」。
  • 不同车型的车主对未来汽车的认知有巨大差异。
  • 近一半的客户希望购买配备先进应用程式的汽车。
  • BMW和福特车主对车载技术抱持最高的期望。
  • 65% 的客户对车载互联服务「非常」或「极其」感兴趣
  • 重庆地区对互联服务的兴趣大幅下降
  • 消费者对车载互联服务的兴趣程度差异很大，这取决于他们对科技的兴趣。
  • 对联网汽车服务最感兴趣的年龄层是26-40岁和41-60岁。
  • 在中国，人们对与第三方共享驾驶数据的担忧程度较低，只有 6% 的人表示他们永远不会共用。
  • 大型SUV车主最不关心共用驾驶数据。
  • 在车上最常见的活动是听音乐和使用导航地图。
  • 音乐串流媒体、影片串流媒体和内建导航是继音乐串流媒体和视讯串流媒体之后最受欢迎的功能。
  • 城市层面的常用服务和功能存在差异。
  • 大众汽车用户使用车载服务和功能的频率明显低于其他汽车品牌的车主。
  • 目前，约有三分之一的驾驶人使用车载监控功能。
  • 目前，上海的驾驶是车载监控功能最频繁的使用者。
  • 车载语音助理主要用于路线搜寻以及拨打和接听电话和文字讯息。
  • 在上海，使用语音助理进行通话和讯息是最受欢迎的功能。语音助理使用率最高的城市
  • 44%的受访者经常使用无线更新（OTA）
  • 重庆只有33%的受访者经常使用OTA更新。
  • 基本型和小型车车主最常使用OTA更新。
  • 家有6岁以下儿童的消费者最有可能透过OTA更新安装新的车载服务。
  • 中国各品牌在OTA使用上有很大差异。
  • 小型和中型SUV车主是付费解锁按需功能的最大群体。
  • 上海消费者使用按需服务的比例最高

车载市场

  • 约80%的消费者在进行线上支付时感到「非常舒适」或「舒适」。
  • 上海和北京的受访者表示安全程度最高。
  • 93%的大型SUV车主属于舒适度最高的两组车款。
  • 特斯拉车主最习惯使用智慧型装置进行线上​​支付。
  • 人们对行动中支付服务的兴趣日益浓厚
  • 大型SUV车主最感兴趣的是边走边付。
  • 使用车载支付方式支付通行费是最受欢迎的服务项目。
  • 福特、宝马和讴歌车主对车载支付功能最感兴趣。
  • 不同城市对透过车载市场购物的态度差异显着。
  • 不同城市的受访者对透过车载应用商店安装的服务的兴趣各不相同，其中上海受访者的兴趣最高。
  • 不同汽车品牌对引入应用程式的兴趣差异很大。

软体定义车辆（SDV）：认知与兴趣

  • 只有40%的受访者了解SDV。
  • 纯电动车车主对太阳能车的认知度最高。
  • 大型SUV车主对小型货车的认知度最高。
  • 不同汽车製造商品牌的驾驶者对SDV的看法差异很大。
  • SDV概念获得了非常正面的回馈。
  • SUV车主最喜欢SDV（小型货车）的概念。
  • 家有6岁以下儿童的受访者对SDV的使用持最正面的态度。
  • 在所有车主中，福特和特斯拉车主最支持共享汽车（SDV）的概念。
  • 虽然人们普遍认为增强安全效能是 SDV 最理想的优势，但其他功能也同样重要。

按需功能：消费者观点

  • 在调查中引入按需功能
  • 26 项检验的按需功能
  • 73%的消费者愿意为额外功能付费
  • 大型SUV车主最愿意为购车后的按需增值服务付费。
  • 购买后是否愿意为按需车辆功能升级付费
  • 安全保障、进阶驾驶辅助系统 (ADAS) 和自动驾驶是消费者最愿意额外付费的类别。
  • 消费者为提升车内体验的服务支付额外费用的意愿（按地区划分）
  • 愿意为提升车内体验的服务支付额外费用
  • 驾驶和车内监控系统以及扩增实境抬头显示器（AR-HUD）最受消费者关注。
  • 计划在下一辆车中购买按需功能
  • 近九成消费者可能会购买按需功能
  • 按需服务的区域差异显着。
  • 大型SUV车主最重视按需功能
  • 电动车 (BEV) 车主比内燃机车 (ICE) 车主更感兴趣。
  • 61岁以下的受访者对按需功能最感兴趣。
  • 受教育程度较高的客户更有可能购买按需功能。
  • 对按需功能的兴趣

支付意愿和需求价格弹性

  • 测试价格范围
  • 支付意愿和需求价格弹性
  • 按需功能的需求价格弹性
  • 购买意愿：自适应道路噪音和照明
  • 购买意愿：影院音效体验
  • 购买意愿：个人化音响区
  • 购买意愿：高级音讯
  • 购买意愿：用户画像
  • 购买意愿：驾驶者与车内监控系统
  • 购买意向：AR抬头显示器
  • 购买意愿：车家互联与家到车互联功能
  • 购买意愿：车载卡拉OK
  • 购买意愿：2D、3D 和 AR 导航
  • 购买意愿：动力传动系统升级
  • 购买意向：哨兵模式
  • 只有6%的中国驾驶表示，他们「不会考虑」为未来车辆的按需服务付费。

按需功能：使用者体验

  • 中国安全领域按需功能购买量创历史新高
  • 先前购买的按需功能类别
  • 获取有关按需功能资讯的最常见方式是透过您的车辆製造商（OEM）。
  • 对购买的按需功能非常满意
  • 按需功能满足消费者期望
  • 中型和小型SUV是按需功能使用者群体中最大的群体。
  • 提升车辆安全性的功能评价最高。

下一辆车的购买

  • 预计插混合动力汽车（PHEV）将在当前车辆和未来车辆之间实现最大成长。
  • 约有三分之一的受访者打算将电池式电动车（BEV）作为下一辆车的考量。
  • 考虑下一代车辆的引擎类型
  • 25%的受访者表示，他们下次购车最有可能选择C级车。
  • 受访者预计购买下一辆车的价格
  • 平均汽车拥有期限

附录

  • 成长机会驱动Growth Pipeline Engine
  • 为什么成长变得越来越困难
  • The Strategic Imperative 8

未来计划

  • 成长机会带来的益处和影响
  • 未来计划
  • 附件清单
  • 免责声明
简介目录
Product Code: PG5F-46

Evaluating Consumer Perspectives on In-Car Services, On-Demand Features, Over-the-Air Updates, Connectivity, Vehicle Segments, and Payment Options

China's rapidly evolving connected car market consistently adapts to shifting consumer preferences, driven by the adoption of emerging use cases that shape the "new normal" across diverse customer segments. Frost & Sullivan's Voice of Customer: In-Car Services and Features, Passenger Vehicles, China, 2024 survey reveals how car owners and buyers in China utilize in-car connectivity solutions, on-demand features, over-the-air software updates, integrated payment options, and other connected services. Based on its findings, the analysis also examines consumer payment behaviors and their willingness to pay for different services. The study further segments respondents by vehicle type, including passenger cars, premium models, and new energy vehicles, to provide a detailed view of feature popularity, interest levels, and priority needs within each category. The findings are based on an online panel survey of 1,414 key decision-makers and influencers involved in connected car purchases and usage in China, providing actionable insights for OEMs and service providers seeking to capitalize on emerging opportunities.

Table of Contents

Project Approach & Key Findings

  • Project Approach
  • Key Findings

Industry Overview

  • Software is Integral to Delivering the Future of Mobility
  • "CASE is Dead, Long Live the SDV!"
  • We are Right at the Start of the SDV Journey
  • OEM-Operated Digital Ecosystems to Support Features on Demand
  • Frost & Sullivan Observes 3 Distinct OEM Approaches to Offering Features on Demand Today

Research Objectives and Methodology

  • Research Methodology
  • China Sample

Sample Characteristics

  • Respondent Profile: Demographics
  • Respondent Profile: Household Characteristics
  • Respondent Profile: Vehicle Ownership and Driving
  • Vehicle Characteristics: Engine and Vehicle Segment

Experience and Attitudes Toward Vehicles

  • Interest in Innovative New Technologies in Cars is High
  • Majority of Customers 56% See a Digital and Connected Car as the Strongest Vision of the Future
  • Consumers in Shanghai have the Most Futuristic Vision of the Car of the Future Compared to Other Cities
  • Drivers of Small and Mid-size SUVs Lead in their Vision of the Future Vehicle as a "Smartphone on Wheels"
  • Large Discrepancy Between Owners of Different Vehicles and their Vision of the Future Car
  • Almost Half of Customers Want a Car with Advanced Applications
  • BMW and Ford Owners have the Highest Expectations for In-Car Technology
  • 65% of Customers are Very or Extremely Interested in In-Vehicle Connected Services
  • There is a Steep Decline in Interest in Connected Services in Chongqing
  • Interest in In-Vehicle Connected Services Varies Widely Based on Consumers' Interest in Technology
  • The Most Interested Age Demographics in Connected Car Services are Those Aged 26-40 and 41-60
  • Sharing Driving Data with Third Parties is Less of a Concern in China-Only 6% Would Definitely Not Share
  • Large SUV Owners have the Least Concerns Over Sharing Driving Data
  • The Most Popular In-Car Activity is Listening to Music and Using Maps for Navigation
  • After Music Streaming, Video Streaming and Built-In Navigation are the Next Most Popular Functions
  • Services/Functions Regularly Used Show City-Level Differences
  • Volkswagen Users Say They Use Services/Functions Within the Vehicle Significantly Less than Other Vehicle Owners
  • Close to One-Third of Drivers Use in-Car Monitoring Features Today
  • Drivers in Shanghai Use In-Car Monitoring Features the Most Today
  • Voice Assistants in the Car are Used Most to Search Routes or for Calls/Texts
  • Using a Voice Assistant to Call/Text a Person is the Most Popular Feature in Shanghai Top City for Voice Assistant Usage
  • 44% of Respondents Use Over-the-Air OTA Updates Regularly
  • Only 33% of Respondents in Chongqing Regularly Use OTA Updates
  • Basic and Subcompact Drivers Use OTA Updates the Most Frequently
  • Consumers with Kids Under 6 Most Regularly Install New In-Car Services via OTA Updates
  • Huge Differences in OTA Usage Exist Between Brands in China
  • Small and Mid-Size SUV Owners are the Biggest Segment of Consumers That Have Paid to Unlock Features on Demand
  • Shanghai has the Highest % of Consumers that Have Used Features on Demand

In-Car Marketplace

  • Nearly 80% of Consumers are Very Comfortable or Comfortable in Making Online Payments
  • Respondents in Shanghai and Beijing have the Highest Levels of Comfortability
  • 93% of Large SUV Drivers are in the 2 Highest Groups in Level of Comfort
  • Tesla Owners are Most Comfortable in Making Online Payments Via a Smart Device
  • Interest in Paying for Services on the Go is High
  • Drivers of Large SUVs have the Highest Interest in Paying On the Go
  • Tolls are the Most Preferred Service to be Paid for via In-Car Payment Functionality
  • Ford, BAW, and Acura Owners Show the Highest Interest in Paying via In-Car Functionality
  • There are Big City-Level Differences in Attitude Toward Making Purchases via an In-Car Marketplace
  • Interest Levels in Services to Install via In-Car App Stores Vary by City-Shanghai Respondents Exhibit the Highest Interest
  • There is a Large Difference Between Owners of Vehicle Brands for Interest in Installing Apps

Software-Defined Vehicle: Awareness and Interest

  • Only 40% of Those Surveyed have Heard of SDVs
  • BEV Owners have the Highest Awareness of the SDV
  • Drivers of Large SUVs have the Strongest Awareness of SDV
  • Awareness of SDV Varies Widely by Drivers of Different OEM Brands
  • Attitudes Toward the Concept of SDV are Very Positive
  • SUV Owners Like the Idea of the SDV the Most
  • Respondents with Kids Under 6 Have the Most Positive Outlook Toward Using SDVs
  • Ford and Tesla Owners Like the Idea of Using an SDV the Most Out of All Vehicle Owners
  • Improved Safety Features are Viewed as the Most Desired SDV Benefit, But Other Features are Seen as Equally Important

Features on Demand: Consumer Perspectives

  • Features on Demand Introduction in Survey
  • 26 Features on Demand Tested
  • 73% of Consumers are Willing to Pay for Additional Features
  • Willingness for Post-Purchase On-Demand Vehicle Features is Highest Among Large SUV Owners
  • Willingness for Post-Purchase On-Demand Vehicle Feature Upgrades
  • Safety and Security, as well as ADAS and Autonomous, are Categories for Which Consumers are Most Likely to Pay Additional Fees
  • Likelihood to Pay Additional Price for Services to Improve In-Vehicle Experience by Province
  • Likelihood to Pay Additional Price for Services to Improve In-Vehicle Experience
  • Driver and Interior Monitoring Systems and AR-HUD Hold the Highest Interest for Consumers
  • Likelihood to Purchase Features on Demand in the Next Car
  • Close to 9 in 10 Consumers are Seen as Prospects for Features on Demand
  • Regional Variances for Features on Demand are Sizeable
  • Drivers of Large SUVs Display the Most Interest in Features on Demand
  • Respondents with BEVs Indicate Higher Interest than ICE Owners
  • Respondents Under 61 Years Hold the Greatest Interest in Features on Demand
  • Higher Educated Customers are More Likely to Purchase Features on Demand
  • Interest in Features on Demand

Willingness to Pay and Price Elasticity of Demand

  • Price Points Tested
  • Willingness to Pay and Price Elasticity of Demand
  • Features on Demand Price Elasticity of Demand
  • Interest in Purchasing: Adaptive Driving Sounds and Lighting
  • Interest in Purchasing: Cinema Sound Experience
  • Interest in Purchasing: Personalized Sound Zones
  • Interest in Purchasing: Premium Audio
  • Interest in Purchasing: User Profiles
  • Interest in Purchasing: Driver and Interior Monitoring System
  • Interest in Purchasing: AR-HUD
  • Interest in Purchasing: Car2Home and Home2Car Functionality
  • Interest in Purchasing: In-Car Karaoke
  • Interest in Purchasing: 2D, 3D, and AR Navigation
  • Interest in Purchasing: Powertrain Upgrade
  • Interest in Purchasing: Sentry Mode
  • Only 6% of Chinese Drivers Said They are Not Very Likely to Pay for Features on Demand in a Future Vehicle

Features on Demand: User Experience

  • Safety and Security Sees the Highest Historical Features on Demand Purchasing Throughout China
  • Categories of Features on Demand Purchased in the Past
  • The Most Popular Way to Find Out About Features on Demand is through OEMs
  • Satisfaction with Purchased Features on Demand is High
  • Features on Demand Meeting Consumer Expectations
  • Small and Mid-Size SUVs Represent the Largest Group of Features on Demand Users
  • The Ability to Improve the Vehicle's Safety is the Most Appreciated

Next Car Purchase

  • PHEVS are Poised for the Biggest Rise Between Current and Future Vehicles
  • Almost One-Third of Respondents Would Consider a BEV for their Next Vehicle
  • Likelihood to Consider Type of Engine for Next Vehicle
  • 25% of Respondents Say They Will Most Likely Purchase C Segment Vehicles Next
  • Price Respondents Expect to Pay on Next Vehicle Purchase
  • Average Duration of Car Ownership

Appendix

  • Growth Opportunities Fuel the Growth Pipeline Engine
  • Why is it Increasingly Difficult to Grow?
  • The Strategic Imperative 8

Next Steps

  • Benefits and Impacts of Growth Opportunities
  • Next Steps
  • List of Exhibits
  • Legal Disclaimer