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Which Consumers Like Hi-Tech Car Features?


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Not all consumers are eager for the latest high-tech features in cars. But the biggest fans aren’t necessarily young drivers from mature markets, says Ben Stanley, global automotive research lead for the IBM Institute for Business Value.

Stanley’s study, A New Relationship—People and Cars, identifies four distinct consumer groups. Pacesetters (16%) are eager to try any new technology. Fast Followers (32%) are close behind. The Pack (38%) is interested in new technology but only when its value can be shown. Spectators (14%) prefer the status quo and have virtually no interest in new personal mobility options.

Stanley says the most enthusiastic consumers are those 25-34 years old, not the 18-24 age group many people would assume. He adds that the highest concentrations of pacesetters and fast followers are in emerging markets, where consumers aren’t saddled with the legacy expectations about personal transportation typical of drivers in mature markets.

Click HERE to read the full IBM report.

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