Overview:
The consumer survey aims to assess the significance of in-car infotainment systems among both EV and ICE car owners, as well as prospective buyers, in Thailand. The study focuses on evaluating current users’ experiences and satisfaction with in-car infotainment across various parameters. It also explores opinions and preferences related to premium in-car audio entertainment, including the role of brand’s in enhancing the overall audio experience.
The study utilized an online quantitative questionnaire to collect responses from mix of current ICE car owners, EV owners who bought their car in 2021 or after, and individuals planning to purchase a vehicle priced above THB 1,000,000 within the next year. The sample included 1,080 individuals, across 10+ cities in Thailand representing a diverse group categorized by age, gender, and occupation and monthly personal income. Data collection took place in September 2024.
Table of Contents:
- Background
- Research Design
- Key Takeaways
- Audio Content Consumption
- In-Car Infotainment
• Usage Frequency and Most Popular Features
• Streaming Services and Connectivity Features
• User Satisfaction Across Features - Insights into Respondents’ Views on In-Car Infotainment
• Preference for Additional Infotainment Features
• In-Car Infotainment Importance and Most Valued Features
• In-Car Infotainment: Streaming Service and Preferred Audio Brand
• Premium In-Car Infotainment Features Associated and Definition - Respondents' Profiling
- Thailand Passenger Car Market Insights
- Annexure
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Author
Arushi Chawla
Arushi Chawla is a Research Analyst with Counterpoint Technology Market 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.
Abhijeet Paleja
Abhijeet is a Research Analyst at Counterpoint Research with over 8 years of experience in the Market Research industry, specializing in project management and client relations. He has a track record of managing B2B and direct consumer surveys. Throughout his career, Abhijeet has worked on diverse projects across industries such as Fintech, Automotive, Banking, and Insurance, showcasing his expertise in delivering valuable and actionable insights.
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