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Johnson Controls research on digital natives helps guide design of the next generation of vehicles
They have never known life without the internet, mobile phones and digital music players. They’re “Digital Natives,” and they are an increasingly significant segment of the car-buying market, now and for the future. “It is essential that we and our customers understand their lifestyles, needs and expectations regarding technologies, particularly in automobiles,” said Anne Becker, Johnson Controls Automotive Consumer & Market Research Specialist.
What Digital Natives want most
To learn more about digital natives, Johnson Controls commissioned a survey of more than 2,800 18-to-35 year olds from the United States, China and Europe. Here are some key findings:
- Digital natives are inseparably connected with digital technologies and feel incomplete without them.
- They are used to having immediate access to up-to-date information from multiple sources, including the Internet.
- They want information to find them automatically without having to ask or look for it.
- They can have all the above everywhere except in their cars.
“We need to close the gap between what younger consumers experience outside and inside the vehicle,” said Gabi Lehmann, Johnson Controls Senior Automotive Consumer & Market Research Specialist. The study offers some suggestions – for example, incorporating more intuitive interfaces into automotive displays and producing apps that let users control and customize their vehicle interiors.
If available at all, technologies digital natives want are usually available only in high-end premium vehicles, not vehicles this target group can usually afford. If automakers make technologies generally more affordable and include them in vehicle segments in line with younger consumers’ budgets, they could build long-term customer loyalty.
Shaping the future of automotive design
This study was a first attempt at understanding digital natives. There will be more to come, enabling Johnson Controls to assist automakers who are designing the next generation of vehicles that will come to market in 10 years.
- Do not know life without the Internet, mobile phones, digital music players, etc.
- Are inseparably connected to digital technologies
- Are used to dealing with complexity
- Have developed extensive skills in multi-tasking and information processing
- Are always connected, with immediate fast access to information
- Feel incomplete without digital technologies
- More durable, high-quality electronics
- Better connectivity to integrate external devices
- Intuitive handling of electronics
- The ability to deliver relevant information in specific situations -- i.e., information that finds them at the right time
Learn more about consumer research and testing at Johnson Controls Automotive Experience. more
Download the Digital Natives report from the Global Workplace Solutions research and innovation website.
