Who wants car control?
Consumers are looking to smartwatches primarily as a way to control their cars and their homes. However, Chinese consumers are significantly more receptive to car control (64%), followed by Americans on 52% and South Koreans on 43%, according to a five-market survey conducted by GfK. Europeans are less bullish - just one-third of British and German respondents are interested in car-control.
GfK says its research is suggests that while in some markets there is potentially a large number of early adopters who may make the concept viable, its reception in other markets is likely to be more muted, even among some of more technology-forward consumers. The research firm believes it is essential that manufacturers better understand consumer attitudes, both locally and globally, towards this emerging technology
“The future of wearable technology in general, and car control in particular, is far from clear at this point,” says GfK. “Car control does appear to have captured some consumers’ imaginations, up to a point, but the question still remains – is there a genuine market for this technology?”