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China survey of consumer attitudes towards phone and in-car apps China Telematics

Published: Jan 2010 | No Of Pages: 17 | Published By: SBD

Product Synopsis

60% of Chinese consumers willing to pay a premium for apps accessed through the car with instant messaging and navigation being the most desirable...

The smartphone market is growing rapidly in China, and there is a great level of interest within the automotive industry to understand whether this will translate into a similar growth in demand for in-car appbased infotainment.

The opportunities for selling new features and improving the overall user experience and the threat posed by aftermarket navigation suppliers are leading vehicle manufacturers to strongly consider app based infotainment solutions in China. However, before the automotive industry moves forward in this direction, it is vital to understand consumer attitudes in China.

With this in mind, SBD has conducted an end-user survey to analyse and help vehicle manufacturers understand how smartphone owners are using apps and what their level of interest is for using those apps in the car.

1. Executive summary
1.1 Introduction
1.2 Survey methodology and sampling
1.3 60-second summary of conclusions

2. Analysis of findings
2.1 Apps on smartphones
2.1.1 Download frequency of apps
2.1.2 App ranking
2.1.3 Paying for apps
2.2 Demand for apps inside the car
2.2.1 Demand for in-car apps
2.2.2 App ranking
2.2.3 Willingness to pay
2.3 Differences between samples
2.3.1 Regional differences - Tier 1 vs Tier 2/3 cities
2.3.2 Age differences - 21-35 year olds vs 36-55 year olds

3. SBD recommendations


Fig. 1 Frequency and number of app downloads
Fig. 2 Importance ranking for apps (by category)
Fig. 3 Proportion paid vs. free apps downloaded
Fig 4. Interest in accessing apps via in-car display
Fig. 5 Importance ranking for in-car apps (by category)
Fig. 6 Willingness to pay a premium for automotive apps (by category)
Fig. 7 Willingness to pay a premium for app-enabled cars

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