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Consumer interest in automotive technology and safety features is on the rise, according to the 2016 Nielsen AutoTECHCAST report.

Based on a survey conducted on US consumers, the report has found that 73 per cent of respondents are 'very/extremely likely' to pay extra for a vehicle with blind-spot detection and prevention.

In terms of generational demand, Millennials have emerged as the most interested cohort in automotive technologies.

Nielsen Automotive VP Mike VanNieuwkuyk said car manufacturers should take on board consumer demand for technology and enhanced safety measures.

“Consumers are becoming more interested in advanced automotive technologies than ever before and are increasingly factoring these technologies into their purchasing decisions.

“Manufacturers need to continue to educate auto shoppers about the technologies that appeal to their personal interests and desires in order to distinguish their products from competitive options and build stronger brand loyalty with these tech savvy consumers.”

The report reveals that 53 per cent of respondents 'strongly/somewhat agree' that vehicle manufacturers are revving up safety features.

Around 11,886 US consumers completed the survey between March and April this year.

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