U.S. Consumers Warm to Auto Technology

Would-be car buyers in the U.S. are quickly growing enthusiastic about high-tech safety and driver aid features, according to a new survey by Nielsen Automotive.

Still, the AutoTECHCAST Report notes that only 25% of respondents consider themselves “very familiar” or “extremely familiar” with the 44 auto-related technologies they were asked to discuss.

Consumers are most aware of backup cameras, blind-spot warning systems and technologies that enable them to link their smartphones to the vehicle. Buyers are the least familiar with such options as gesture-based controls and fuel efficient wheel and grille shutters.

Nielsen says consumers are largely uninformed about the potential value of connected cars, with one-third reporting they haven’t even heard the term. The study finds two-thirds of respondents unwilling to share data for fear of compromising their privacy.

More than half of respondents say carmakers are doing a good job in selecting tech features to offer. The study also finds U.S. consumers less indifferent and more excited about advanced technologies. But Nielsen says growth in demand will be heavily influenced by how well manufacturers educate consumers about the benefits.