DTS Reports: Vehicle Ownership and Role as Third Space Remain Important as Consumers Increase Video Consumption
2024年12月4日 - 11:00PM
ビジネスワイヤ（英語）
Personal vehicle ownership is important to 92%
of consumers and nearly half view their vehicle as a third space;
62% predict their vehicle will eventually become an extension of
their living room or office
DTS, Inc., a wholly owned subsidiary of entertainment technology
company Xperi Inc. (NYSE: XPER), today released its new connected
car report, “Vehicle Ownership and its Role as a Third Space:
Alive, Well and Enduring.” The report confirmed the importance of
personal vehicle ownership to today’s consumers and reveals that
car owners continue to view their vehicle as an important third
space, a place to take time alone, to relax and escape the stresses
of home or work. Furthermore, as traditional ideas about both
living and work spaces have evolved, many car owners see a future
where their personal vehicle can become an extension not only of
their living room, but also of their office.
Based on the findings of a survey of 3,217 U.S. consumers at
least 18 years old who currently own or lease a vehicle, the report
shows that 92% of respondents consider their personal vehicle
important, with luxury/ultra-luxury owners and Gen Z indexing the
highest for viewing their vehicles as a third space (after the
first space of home and second space of work). The report also
offers key insights into why consumers are spending time in their
vehicles, what entertainment choices they are opting for and how
automakers can make those third spaces better for their
customers.
“There is heartening news for automakers in this consumer
report: vehicle ownership is here to stay and its function as
something beyond a mode of transportation is important to today’s
consumers, whether they choose to be alone, to relax or de-stress
in their vehicle, listen to music or watch videos when the car is
parked,” said Jeff Jury, senior vice president and general manager
of connected car for Xperi.
As the vehicle becomes a more centralized hub for entertainment,
consumers will be looking for additional options to help them on
their journeys. 88% of respondents noted that they listen to audio
in the car, which has remained relatively steady over the past two
years. Video on the other hand, has seen a healthy increase in
usage. From 31% in 2022 to 47% in 2024, respondents stated that
more drivers and passengers are watching video in the car.
Additionally, respondents indicated that improved comfort and
personalization, as well as having as many entertainment choices on
their vehicle’s infotainment system as on their TV or mobile
device, are among the features that would make their vehicle a
better third space.
“In this context, the ability to intelligently bring mixed
content into the vehicle and present it in an easy to find and
digestible way for drivers and passengers is becoming more
important. And, the fact that automakers’ key future customers (Gen
Z) index the highest for viewing their vehicles as a third space,
indicates that OEMs might want to focus on the features consumers
say will make that third space better to ensure that personal
vehicle ownership endures for the long term,” concluded Jury.
Key report takeaways:
Personal vehicle ownership is here to stay
- 92% say their personal vehicle is important and only 19% of
respondents are likely to give it up in the next few years.
The vehicle is a third space
- 65% of Gen Zers and 63% of millennials view their vehicle as a
third space.
- 61% of respondents expect their vehicle to eventually become an
extension of their office or living room.
A better third space
- Making the vehicle more physically comfortable inside ranked
the highest with respondents for making their vehicle a better
third space, followed by personalization, voice commands, more
entertainment choices and auto pay functionality.
Car owners are using their vehicle to de-stress
- 41% say they spend 30 minutes or more ‘taking time alone’ —
more time than any other reason measured, except for vacation
trips.
- 30% have parked their car in a quiet location to recharge,
destress and relax, and over one in four (29%) have driven around
without a specific destination, just to clear their head or
relax.
Audio is most important in the vehicle third space
- 62% of consumers would not even consider buying a vehicle if it
did not have AM/FM radio available.
- 47% of respondents say video is watched in the car, mostly when
parked, though some while in motion. Most video sessions are under
20 minutes and primarily short-form video, with the exception of
road trips, which rely more on longer-form video like TV shows and
movies.
Download the “Vehicle Ownership and its Role as a Third Space:
Alive, Well and Enduring” report here.
Methodology:
DTS’ report, “Vehicle Ownership and its Role as Third Space:
Alive, Well and Enduring” is based on the findings of an online
survey of 3,217 U.S. consumers at least 18 years old who currently
own or lease a vehicle, fielded from September 5-9, 2024.
About Xperi Inc.
Xperi invents, develops, and delivers technologies that enable
extraordinary experiences. Xperi technologies, delivered via its
brands (DTS®, HD Radio™, TiVo®), are integrated into billions of
consumer devices and media platforms worldwide, powering smart
devices, connected cars and entertainment experiences, including
IMAX® Enhanced, a certification and licensing program operated by
IMAX Corporation and DTS, Inc. Xperi has created a unified
ecosystem that reaches highly engaged consumers, driving increased
value for partners, customers and consumers.
©2024 Xperi Inc. All Rights Reserved. Xperi, TiVo, DTS, HD
Radio, DTS Play-Fi and their respective logos are trademark(s) or
registered trademark(s) of Xperi Inc. or its subsidiaries in the
United States and other countries. IMAX is a registered trademark
of IMAX Corporation. All other trademarks and content are the
property of their respective owners.
About DTS, Inc.
Since 1993, DTS has been dedicated to making the world sound
better. Through its pioneering audio solutions for mobile devices,
home theater systems, cinema and beyond, DTS provides incredibly
high-quality, immersive and engaging audio experiences to listeners
everywhere. For more information, please visit www.dts.com.
SOURCE: Xperi Inc.
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version on businesswire.com: https://www.businesswire.com/news/home/20241204183362/en/
Xperi Media: Allyse Sanchez, Xperi Allyse.sanchez@xperi.com
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