Insight

Infographic: The Car as the Second Living Room - Defining China’s Emerging Automotive Lifestyle

May 7, 2026

As vehicles increasingly evolve into connected lifestyle spaces, there is a growing need to understand how consumers perceive and prioritize in-car entertainment experiences, particularly in technology-forward markets such as China. To explore this shift, Counterpoint conducted a primary research study combining quantitative research among car owners with qualitative interviews involving consumers and content creators to uncover evolving expectations around infotainment and digital experiences inside vehicles.

The findings show that consumers increasingly view their cars as extensions of their digital lifestyles, where personalization, connectivity and immersive entertainment play a central role in enhancing comfort, productivity and relaxation. With growing engagement in music, movies, podcasts and short-form user-generated content, the study highlights how entertainment-led experiences are becoming a core expectation in modern vehicles.

Table of Contents

Cars as the Second Living Room
Importance of In-Car Infotainment
Entertainment and Connectivity Trends
Immersive Experiences with Dolby Vision & Dolby Atmos
Consumer Preferences and Purchase Intent

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Author

Claudia Krehl

Claudia is an Associate Director at Counterpoint Research based in the UK. At Counterpoint, she leads Primary Research across coverage areas as well as AUTO. Claudia has over 15 years of experience in research, human factors, and UX accumulated in automotive companies, including Jaguar Land Rover, ARRIVAL and OLA Electric, and most recently in industry research at TechInsights. Claudia holds a PhD in Human Factors and an MSc in Management of Information Technology both from Nottingham University in the UK.

Arushi Chawla

Arushi Chawla is a Research Analyst with Counterpoint Research, based out of Gurgaon (near New Delhi). Currently, she is dedicated to primary research of emerging technology like mobile phone device, consumer IoT, and other technology-associated segments. She also has a keen interest in researching the impact of mobile phone technology and the digital payment ecosystem on the economy. Arushi holds a Post Graduate Degree in Economics from Amity School of Economics and is a graduate in Economics from Delhi University.