Tech features drive car purchase choices, JD Power finds
More than 40 percent of premium brand drivers and 28 percent of non-premium brand drivers cite their vehicleês latest technology features as one reason they bought their vehicle. Thatês the conclusion of the J.D. Power Summer 2015 U.S. Automotive Media and Marketing Report.
Technology pervades the lives of this group. They are more likely to access the Internet on tablets and smartphones than other drivers an important consideration for advertising. This group consumes different types of media Internet, TV and magazines at high rates.
The report found that vehicles with advanced technology features are bought at similar rates across gender and age groups. About 31 percent of men and 28 percent of women bought their car partly because of its technology features.Download Bulletin PDF