1.
CONNECTED CAR INSIGHTS
ADOBE DIGITAL INSIGHTS

2.
Connected Cars: Key Findings
CONNECTED CAR | Oct 2019
• Interest in Connected Car Features is rising and traffic to Connected Car pages is making up a larger share of visits to
car manufacturer sites
• Drivers that have Voice control or Voice Assistant support are making strong use of the technology; half of all drivers
are wanting more connected car features and support, so they can be less reliant on smartphones
• Voice Assistants and self-driving features like park/lane assist are emerging as key buying factors, when making car
purchases
• A Third of Gas Powered Car drivers are considering an Electric or Hybrid Car, as their next car purchase
• The majority of drivers have concerns about self-driving cars, due in part to news about public malfunctions, in recent
years; electric/hybrid car drivers are much more supportive of self-driving cars

3.
Interest for Connected Car Info is on the Rise
• Visits to pages containing connected car information have increased 35% since January 2019 while non-
connected car pages have only seen a 5% growth in the same time period.
• Additionally, connected car pages are now contributing 12% more to overall car website traffic than in
January 2019.
CONNECTED CAR | Oct 2019

4.
State Interest in Connected Car Features
• When controlling for population, drivers
in certain states with stricter distracted
driving laws are showing more
interested in connected car features
and support.
CONNECTED CAR | Oct 2019

5.
Car Voice Assistants Boast Strong Utilization
• 1 in 4 drivers say that the car they
drive has some type of built-in
voice control functionality.
• 39% claim to use their car voice
assistant daily.
• 1 in 3 drivers say a built-in voice
assistant is a factor in their car
buying decision.
CONNECTED CAR | Oct 2019

6.
Gas vs. Electric/Hybrid Car Owners
CONNECTED CAR | Oct 2019
• Electric car owners are 50% more likely to use the built-in voice assistant in their car daily, than Gas Powered car drivers
• 1 in 3 Gas powered car drivers say they are considering an electric or hybrid vehicle, as their next purchase
• Electric/Hybrid car drivers are twice as likely to feel comfortable getting picked up by a self-driving car than Gas-powered
car drivers
• Almost half of the electric/hybrid car owners are Millennials, while gas cars are distributed normally across age groups
• 60% of gas powered car drivers say they would be more willing to purchase an electric car if charging stations were more
available, had a longer range, and were more affordable.

7.
Self Driving Car Interest
• 40% of drivers are in favor of self-
driving cars being available for
purchase.
• Top activities of interest while being
driven in a self-driving car include
eating and drinking, sending messages,
doing work, and sleeping.
• 44% of drivers say having a car with
self-driving features, i.e. lane assist,
parking assist, etc. is a factor in their car
buying decision.
CONNECTED CAR | Oct 2019

8.
Self Driving Car Concerns
• Electric or hybrid car drivers are twice as likely to feel comfortable getting picked up by a self-driving car than
gas powered car drivers.
• Electric or Hybrid car owners are far more in favor of self-driving cars.
CONNECTED CAR | Oct 2019

9.
Visit our website: adobe.ly/AdobeInsights
Sign up for email alerts: http://www.cmo.com/
Follow us: @adobeinsights
Methodology and Glossary
CONNECTED CAR | Oct 2019
• Between September 24th-30th, 2019 1,040 U.S. adults aged 18+ completed a survey about connected car features,
self-driving cars. All respondents were required to have a US license and own a smartphone.
• Adobe’s “Connected Car” report used Adobe Analytics to analyze over 1 trillion visits to websites, including many of
the world’s leading automotive sites, to better understand how consumers research car options on digital channels,
for purchase.