Despite concerns about privacy, consumers are interested in systems which learn driving behavior and provide help with navigation. This is according to a recent survey from the In-Vehicle UX (IVX) group at Strategy Analytics. This type of advanced learning is the kind of features of the newly announced On Star Go system.
According to the report (“Consumers Show Robust Interest in Self-Learning Navigation”), consumer interest is strong for systems which learn driving habits and use them to provide traffic alerts or a one-touch option to navigate home. This interest is especially strong among middle age groups and premium car owners. However, interest is much weaker for systems which use learned phone-calling and radio-listening habits to provide some type of benefit.
Derek Viita, senior analyst and report author, explained that “in order to ease privacy concerns, the benefit of a system that learns driving, calling, or radio-listening habits needs to be effectively communicated to the consumer. And for maximum delight, the in-car enhancement must be relevant to the driving task itself.”
Chris Schreiner, director of IVX, added, “This pattern of consumer interest in self-learning technology aligns with interest in similar connected services for the car. Consumers are most interested in services which provide an immediate benefit relevant to the drive itself, such as traffic updates and parking finders.”