Strategy Analytics surveyed consumers in the US, Europe, and China regarding the connected car. Specific topics included interest in access to mobile apps through in-car HMI, the importance of connectivity to a purchase decision, and preferred methods and payment models for connectivity. Consumer appetite for in-car access to mobile apps is modest across most segments, though stronger for access through one particular HMI modality. Connectivity’s importance to the purchase decision continues an upward trend. But in a finding with thorny implications for automakers and suppliers, segments disagree on a preferred model for connectivity, and how to pay for it.