Anatomy of a connected car owner

Anatomy of a Connected Car Owner

As the biggest shopping season of the year kicks off, I’ve been noticing the volume of car commercials everywhere I turn. Cars are becoming increasingly more technologically sophisticated – and so are drivers. As a marketer who is now working in auto-tech, I’ve been thinking a lot about how drivers are changing and where brands need to be to get their attention.

Earlier this year, Otonomo and Edison Research fielded a consumer study of 1,070 American adult drivers who own connected cars or plan to buy a new car in the next year. One of the goals of this survey was to better understand as much as possible about the drivers behind the wheel of connected cars. I wanted to know how “connected” they are, and specifically, what do these consumers care about, and what’s shaping their perception of car data, apps and services?

To summarize our findings on the lifestyle of connected car drivers and get tips on where to find them and how to appeal to them, our team developed this handy infographic. As you’ll see:

Anatomy of a connected car owner

  • Connected car drivers are extremely tech-savvy and see their cars as an extension of their own personality. 75 percent said their car reflects who they are, and nearly 85 percent believe that technology will make cars more enjoyable.
  • They are also social media power users, and regularly engage on platforms like Snapchat, Facebook, and Twitter up to 15 percent more than the average person.
  • Many connected car drivers own other smart devices focused on entertainment, like speakers and televisions. However, when it comes to vehicles, safety and maintenance features are still the number one priority for this group. These consumers are eyeing connected cars primarily for the added layer of security–the fun stuff is often just a nice bonus.

So, what does all this mean? Because today’s connected car drivers already live in an ecosystem of smart, networked devices, they’re coming to the table with existing expectations about what features their cars should provide. Ultimately, their interactions with other types of smart technologies will heavily impact their experiences and expectations with connected vehicles. It also means that automotive OEMs should be engaging with these drivers on all social channels, and keep in mind that these drivers really feel that they are what they drive.

For more on the report and other key findings around connected car owners, visit:

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