NPD Study: Consumers Increasingly Connecting Media Devices in Cars

By Rob Scott
February 24, 2012

Last year U.S. consumers spent more than $170 million on products that assist use of portable media devices in their vehicles, according to the NPD Group.
The report found that 84 percent of owners possess a portable media device and 79 percent use them in their cars.
“Traditional radio and CD audio remain firmly entrenched in the vehicle from both a device and entertainment standpoint,” says Ben Arnold, NPD’s director of industry analysis. “But as ownership of mobile devices, digital content, and apps expands, consumers will be looking for ways to customize the in-vehicle environment with content and services.”
“The key is for auto makers and traditional audio manufacturers to facilitate consumer use of connected devices in the vehicle, allowing content from the smartphone, tablet, or digital media player to easily stream or be controlled through the deck mounted in the dashboard,” according to Arnold. “We’re only going to see greater consumer attachment to social media, streaming audio and video, and other services as content options grow.”

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